12 Boards

Industry

Skateboards, Snowboards and Electrics

Founded

2013

🚩 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.

🚩 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.

Services Provided

Full Theme Redesign

  • Custom Shopify Plus theme designed and developed from scratch

  • Mobile-first layout built for speed and conversion

  • Modular sections and wishlists added to enhance UX

Product Structuring & Navigation Overhaul

  • Reorganised collections and products to support new categories (e.g., scooters, bikes)

  • Improved navigation logic for better filtering and discovery

Returns System Integration

  • Seamless integration of returns experience via app or custom-built tool

  • Designed to match store branding and reduce customer friction

Klaviyo Marketing Upgrade

  • Audited and enhanced Klaviyo flows for post-purchase, cart recovery, and product journeys

Shopify Plus Functionality Enhancements

  • Implemented Shopify Functions and Scripts

  • Removed unnecessary apps and optimised checkout

  • Prepared groundwork for future wholesale functionality

SEO Optimisation

  • Collaborated with SEO partner to ensure fast performance and high discoverability

  • Integrated speed upgrades and SEO-ready templates during the build

Project Management & QA

  • Full discovery process with UX and SEO alignment

  • Ongoing project management, support, and up to 6 rounds of design revisions

  • 30 days of post-launch bug fixing and support