ZUM Wax — Snowboard E-Commerce Website UI/UX Design

Zum Wax is a high-performance ski and snowboard wax brand based in Seattle, known for hand-pouring every single wax they produce. The brand had an elite product lineup but their digital presence was outdated and failed to reflect the quality they stood for. A complete website redesign was needed to match their product standards and grow their direct-to-consumer sales.

The primary challenge was "Selection Paralysis" users had no clear way to find the right wax for their skill level or snow conditions. With categories like Competition, Performance, and Nordic Wax all listed together, the experience felt overwhelming and unconverted.

The redesign solved this by introducing an "Explore Products by Levels" system Beginners, Intermediate, Advance, and Experts giving every user a clear and confident path to the right product, drastically improving the overall conversion flow.