Crescent Trails

UX Case Study: Redesigning Crescent Trails’ Shopify Store for Trail Running Events

Increase in event engagement
Increased merchandise sales
Increase in mobile traffic


This UX case study details the process of designing and implementing a new Shopify store for Crescent Trails, an organization that hosts trail running events and sells event merchandise at different locations. The goal of this project is to create an intuitive, visually appealing, and user-friendly Shopify store that enhances the overall experience for both event participants and merchandise buyers.


  • Client: Crescent Trails
  • Website:
  • Objective: To create a seamless online experience for trail running event participants and merchandise buyers, fostering engagement and increasing conversions.

Research Phase

  1. Stakeholder Interviews
    To gain a deeper understanding of Crescent Trails’ business objectives and the unique requirements of trail running events, interviews were conducted with key stakeholders, including the client, event organizers, and previous event participants.
  2. Competitor Analysis
    An analysis of similar event registration and merchandise websites was performed to identify industry best practices and potential opportunities for differentiation.
  3. User Surveys
    Surveys were conducted among previous event participants and merchandise buyers to gather feedback on their experiences, pain points, and suggestions for improvement.
  4. HotJar User Recording Analysis
  5. Analytics Review
    The current website’s analytics data was reviewed to identify user behaviors during event registration and merchandise purchase processes.

Key Findings

  • Trail running event participants value clear event information, easy registration processes, and personalized experiences.
  • Merchandise buyers seek easy navigation, detailed product descriptions, and secure payment options.
  • Mobile optimization is crucial, as participants often register for events and purchase merchandise on mobile devices.

Design Phase

  1. Information Architecture
    Based on the research findings, a revised sitemap was created to ensure a logical and efficient flow of information on the new Shopify store. Separate sections were designed for event registrations and event merchandise.
  2. Wireframes
    Low-fidelity wireframes were designed for key pages, including the event landing pages, event registration process, merchandise listings, and cart pages. Emphasis was placed on simplicity, clear calls-to-action, and a seamless user journey.
  3. Visual Design
    The visual design aimed to reflect Crescent Trails’ adventurous brand identity while differentiating between the event and merchandise sections. A cohesive design language was used to create a unified experience for users.
  4. Mobile-First Approach
    Given the significance of mobile usage, a mobile-first approach was adopted to ensure a smooth and engaging experience on smaller screens.

Implementation Phase

  1. Shopify Theme Selection
    Dawn Shopify theme was chosen for redesign to cater to the end users distinct needs while maintaining overall brand consistency.
  2. Custom Development
    Custom development was undertaken to implement specific event registration features, such as participant profile creation, event itinerary, and interactive maps. For the merchandise section, integration of a user-friendly filtering system and an easy-to-use shopping cart was implemented.
  3. Content Migration
    Content related to past events, event details, and merchandise listings were migrated from the old website to the new Shopify store.
  4. Testing
    Rigorous testing was conducted to identify and rectify any issues related to usability, functionality, and responsiveness, ensuring a smooth user experience.
  5. Launch
    The new Shopify store was launched for both event registrations and merchandise sales, with careful monitoring of website performance and user feedback.


Following the launch of the redesigned Crescent Trails Shopify store for trail running events and merchandise, the results were analyzed based on predefined success metrics:

  • Event Engagement: The event registration process saw a 19% increase in completion rate due to the simplified and personalized approach.
  • Merchandise Sales: Merchandise sales experienced a 13% increase, attributed to improved product presentation and user-friendly shopping experience.
  • Mobile Optimization: Mobile traffic saw a 32% increase, indicating a successful mobile-first approach.


The redesign and implementation of Crescent Trails’ Shopify store for trail running events and merchandise sales resulted in enhanced user experiences and increased engagement. By addressing the unique needs of event participants and merchandise buyers with distinct design and development approaches, the new store successfully catered to both user groups while maintaining the brand’s identity. Ongoing monitoring and feedback collection will be essential for further optimization and to ensure the continued success of Crescent Trails’ online presence for their trail running events and merchandise sales.

  • Redesigned Crescent Trails’ Shopify store for hosting trail running events and selling event merchandise at different locations.

  • Utilized stakeholder interviews, competitor analysis, user surveys, and analytics review for research insights.

  • Adopted a mobile-first approach with a cohesive visual design, improving user experience and engagement.

  • Results showed increased event registration completion rate, merchandise sales, and mobile traffic, leading to higher conversions and customer satisfaction.

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