UI/UX Design & Shopify Development for a Climbing Gear Store

Ryan Jenks, creator of the highly successful YouTube channel HowNOT2 with over 300,000 subscribers, approached us to build and scale his e-commerce brand from the ground up. His mission: to sell only the best climbing gear he personally tests and endorses on his channel.

Designed and developed custom pages, ensuring a cohesive and engaging user experience.

Integrated a subscription-based support system, allowing fans to donate to the brand and unlock exclusive discounts and perks.

Implemented a loyalty program to encourage repeat purchases and reward customers.

Developed and deployed custom sections tailored to the unique needs of the climbing niche.

Enhanced the website’s functionality to support Ryan’s brand identity and storytelling approach.

Collaborated with Ryan and his team to implement new ideas and campaigns.

Provided continuous site optimization and introduced new design updates to keep the website fresh and user-friendly.

Achieved a strong conversion rate of 2.34% over the last 90 days.

The store operates with $0 ad spend, leveraging organic traffic directly from Ryan’s YouTube channel.

Authenticity: Built around Ryan’s personal expertise and reputation in the climbing community.

Organic Success: No paid advertising, demonstrating the power of audience trust and quality content.

Innovative Features: From loyalty programs to a subscription-based support system, the store offers more than just products — it builds a community.

https://hownot2.com/