Bespoke e-commerce development
Hammond Drysuits have been manufacturing Made-To-Measure drysuits for over 45 years. The team at Hammond Drysuits approached for a full website redesign and development. Their current website had poor SEO, the product layouts and measurement input fields were cumbersome and they found it difficult to update their products.
Homepage walkthrough — custom product configurator & e-commerce integration
The Scope
What They Wanted
The team from Hammond Drysuits wanted to rebuild the website to resolve several key issues that were negatively impacting performance and usability. The existing site suffered from poor SEO, including an overuse of location-based landing pages with little relevance. The user experience around ordering and entering measurements was also an issue, with confusing layouts and poorly structured input fields leading to abandoned orders.
The team also found that products were difficult and time consuming to update. The way that the site had been built as well made is difficult to update and change the layout. The goal of the rebuild was to create a more manageable, user-friendly, and SEO-focused website that better supports both customers and the internal team.
What We Did
Discovery & Branding
During the discovery phase we focused on gaining a clear understanding of Hammond Drysuits’ business, customers, and the challenges with the existing website. We reviewed current performance and analysed the SEO setup. Alongside this, we explored competitor websites within the sector to understand expectations from users and also opportunities for improvement. Insights gathered during this discovery helped define the priorities for the rebuild.
Brand System
Primary Colours
Secondary Colours
Wireframing
The focus during wireframing, was restructuring the website to create a clearer user journey, particularly around product selection, ordering, and measurement input. The wireframes helped us establish a refined layout, improved navigation and helped us to form a strong foundation for a more user-friendly experience. This stage ensured that usability was prioritised before moving into visual design.
Animations
Design
The design phase focused on creating a professional and modern interface. It was important that the new site was consistent with the existing brand. We incorporated the drip element from the Hammond Drysuits logo as a distinctive visual asset and we used this throughout the site to reinforce brand identity and recognition.
Design Evolution
Before
After
From outdated layout to a modern, conversion-focused e-commerce experience
Development
During development, we introduced subtle hover effects to increase engagement. Video elements were also used selectively to add movement and bring the brand to life. The overall approach during development was to keep the visual effects minimal to ensure the website remained highly practical, functional, and easy to use, with performance and usability always taking priority.
Development Breakdown
This site was complex. Hammond Drysuits sell bespoke, made-to-measure products — meaning the e-commerce flow required a multi-step configurator, dozens of product options, and a full body measurement input system. Nobody had ever bought a Hammond drysuit online before. We made it possible.
Bespoke Measurement System
A custom body measurement form integrated directly into the ordering process, allowing customers to input exact measurements for their made-to-measure drysuit.
Simplified Online Buying
Nobody had ever bought a Hammond drysuit online. We designed and built a streamlined purchasing flow that made it possible for the first time.
Multi-Step Configurator
Dozens of product options across multiple steps — drysuit type, material, zips, pockets, boots and more — all before the measurement stage begins.
Optimised Checkout
A streamlined checkout process with a full measurement summary, ensuring customers can review every detail before completing their order.
How did we make Hammond Drysuits unique?
What makes Hammond Drysuits unique is their bespoke product pages, which allow users to select specific options, fully customise their drysuit, and input their measurements directly as part of the ordering process. This tailored approach reflects the made-to-measure nature of their products, delivering a more personalised experience.
“Creative Design created and built an exceptional website for us. They were very understanding of our detailed requirements and a pleasure to work with throughout the entire process, from concept to launch.”Chris Hammond — Hammond Drysuits
