Russell Surfboards

UX Case Study & UI Design

"Russell Surfboards" is an American surfboard manufacturer founded in 1967 in Newport Beach, California, and offers custom boards through their website.

The brand specializes in individually ordered and crafted custom-made surfboards.

The problem

The purchasing and customization process is sluggish and unappealing, with the store failing to emphasize the brand's uniqueness and history.

  • ✺

    No logo of the brand.

  • ✺

    No buttons or call-to-action.

  • ✺

    The main menu will not take the user to any product.

  • ✺

    There is no information provided on the customization of the products.

  • ✺

    The process of ordering a product is long and not useful.

The solution

Establishing a straightforward pathway for users to make purchases, while highlighting the brand's history and uniqueness.

Competitor manufacturer actions

MISFIT Shapes

* The landing page shows right away new designs and the most recommended boards for the season.


* Also the store features more apparel products.


* Every product has a description of the making and the options for customization.


* Visual and clear section of shipping and return policy.

Album Surf

* The landing page gives a minimal summary of the brand.


* The page focuses on the “spirit” of the brand.


* Sticky menu for quick shopping.


* Each size of the product is displayed individually.

Almond Surfboards

* Brand logo and slogan are throughout.


* Full focus on the product’s and company’s niche.


* Sticky menu for quick shopping.


* The brand offers free surf-related items alongside apparel.

Analysis of online survey regarding online surfboard shopping

* The survey was distributed to multiple surf communities.

Where do you consume your surfing culture?

When buying a surfboard I will prefer:

In what frequency do you buy new surfboards?

What is your age range?

When ordering from a manufacturer I will prefer:

Does the surfboard brand influence your purchase decisions?

  • 20 Y/O surfer.

    Emily is a student of civil engineering.

    She enjoys surfing as a hobby but struggles to select a new board from a range of manufacturers due to the absence of friends who share her passion for surfing.

  • 26 Y/O surfer.

    Cameron is a passionate surfer who never skipped a day at the beach.

    Although he is acquainted with his preferred surfboard brands, obtaining a customized board proves challenging due to the brand's subpar online services.

  • 40 Y/O surfer.

    Having surfed across the globe, this seasoned surfer updates his collection of surfboards annually. However, keeping up with new trends proves challenging for him.

    He seeks a surf brand that not only maintains high quality but also incorporates modern technology.

Using the information gathered, the online store needs to be straight to the point, trendy, but with the legacy of the brand.

User flow, Design sketches & wireframing

  • Category pages feature only two products for a focused and distinct presentation.

  • The page has a sticky button for the stock size chart selection.

  • A sticky menu will follow so the user will be able to switch categories.

  • Sticky buttons:
    -Shipping Info
    -Return policy
    -Contact us

    Providing a “safe space” when ordering such an expensive and delicate product from another country.

After crafting some UI

After crafting some UI

*Click to open Figma prototype