Winderen is a premium equestrian equipment manufacturer. They are one of the first brands in the industry that moved away from traditional brick-and-mortar sales and built their business solely on the direct-to-consumer (D2C) model.

To support the premium feel of their brand, Winderen's owners were looking for a partner that could help them design and build a customer-centric experience for their online customers. They knew that selling expensive products online, especially for a relatively new brand, poses an enormous challenge and requires a careful design that will highlight the product's unique features.


Building Trust and Confidence to Help Customers Make Purchasing Decisions

For Winderen, online channels are often the first touchpoint with a customer. Their online store needs to convey the same experience as their products - high quality, beautiful, with a premium feel.

We rebuilt the website with that in mind - starting with clean design, through interactive product pages, ending at optimized site performance.

Data Driven Usability Design

As an industry pioneer in e-commerce, Winderen faced many questions regarding how to design the right online shopping experience. Data was at the center of design decisions.

By analyzing data in site monitoring and customer support tools, we were able to gain a firm understanding of Winderen's customers and their needs.

Letting Customers Shop Wherever They Are

Due to the outdoor nature of their sport, equestrians turned out to vastly prefer mobile devices over desktop. We designed Winderen's shopping experience with a mobile-first approach, optimized for smartphones.

It led to increased engagement and conversion rates from the target customer demographics.


Team Composition

Our cross-functional team worked closely on the customer-facing side of the e-commerce. We also closely collaborated with Winderen's internal team of backend developers.

  • UX Researcher
  • Designer
  • Frontend Developer


We received a very positive feedback from our customers since we launched the store. Major difference was seen by the significant volumen of mobile-first users (who are about 90% of total).

We moved into being fully responsive and lightweight. Our store finally met the requirements of modern customers.

~ Magdalena, Marketing Manager at Winderen

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Upside Lab sp. z o.o.

VATID: PL6762565519

Długa 74/4

31-147 Kraków


Rheinsberger Str. 76/77

10115 Berlin


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