🚩 The Challenge
12 Boards was growing fast — but their store experience hadn’t kept up. Their site lacked flexibility, mobile optimisation, and the customisation needed for a high-volume, high-expectation customer base. Key features like wishlists, product bundles, and advanced filtering were missing. They also needed a way to scale beyond boards, integrating scooters, bikes, and more — all without adding unnecessary friction to the user journey.
🛠️ The Solution
To future-proof the 12 Boards experience, we implemented a full-scale Shopify Plus upgrade with speed, flexibility, and conversion top of mind:
Theme & UX Overhaul:
Redesigned the theme from the ground up with mobile-first responsiveness and crisp, conversion-optimised layouts. We introduced wishlists and flexible sections to improve on-site engagement.
Board Experience Upgrade:
Built a completely custom "Board Builder" and "Board Finder" app — designed to gamify the shopping experience and guide users to the perfect board through Tinder-style swiping and modular upsells.
Returns Experience Integration:
Upgraded the returns process with a seamless Shopify-native app experience that fits directly into the brand and store journey.
Navigation & Product Structuring:
Cleaned up product categorisation, making room for expansion into new product lines like scooters and bikes, with filter-friendly collection structures.
Klaviyo Enhancements:
Audited and improved automation flows, ensuring product follow-ups, cart recovery, and customer journeys felt seamless across touchpoints.
Shopify Plus Upgrades:
Leant into the full power of Shopify Plus — from Functions and Checkout customisations to script removals, performance enhancements, and wholesale potential.
SEO & Speed Collaboration:
Worked side-by-side with an SEO partner to optimise speed, URL structure, and discoverability, ensuring 12 Boards could dominate search across all major categories.
📈 The Results
⚡ Blazing fast load times across mobile and desktop
🧭 A fully restructured navigation built for growth
📦 A powerful Board Builder app unlocking bundled AOV boosts
💬 Klaviyo flows aligned with product lifecycle and customer intent
🔁 Returns process now 100% seamless and on-brand
🔍 SEO optimised design leading to greater organic reach
🔧 Powered by Sonder
We didn’t just upgrade a website — we reimagined the entire 12 Boards experience. Now built to scale with the brand’s expanding product lines, this Shopify Plus store combines speed, smarts, and swagger. Skateboards today. E-mobility empire tomorrow.
