Product page imagery of surfer in a barrel used for Boardshop's website design
Product page imagery of surfer in a barrel used for Boardshop's website design


Peak performance ecommerce

Boardshop are Europe's leading surfboard retailer, with over 1000 surfboards in stock and an extensive range of hardware from fins, leashes and bags. Based just down the road from us, we already knew the brand well, even before they reached out.

The challenge was to modernise the website in order to grow sales, with particular focus on the mobile UX and their bespoke surfboard customiser. Their mantra is ‘by surfers, for surfers’, so with more than half our team regularly getting pitted, this was a match made in heaven!

Boardshop Logo


With such a diverse range of brands on offer, we kept the user interface clean and minimal in order to elevate their products and focus the user on key calls to action.

Surf Industry
UX strategy & Website design


White was used as the background with a light grey for zoning. This neutral backdrop paired well with their dramatic lifestyle photography, dark fonts and bright blue accent.

Dark Blue
R20 G26 B29 #141A1D
R92 G92 B92 #5C5C5C
R75 G159 B237 #4B9FED
Light grey
R244 G244 B244 #F4F4F4
R39 G173 B122 #27AD7A


Avenir Next Bold


Avenir Next Bold

Body copy

Avenir Next Medium

Expertly shaped for peak performance

The website UX was designed by two veteran surfers at Superrb. Their embedded knowledge and expertise enables customers of all abilities to find their perfect surfboard and accessories quickly and easily.

  • Intuitive navigation & filtering
  • Technical product pages
  • Advanced product customiser
  • Automated up-sells and cross-sells
  • Aspirational photography
  • Custom icons
  • Spotlight on brands
  • Rich multimedia blog posts
  • Customer reviews
Boardshop website content example from their Magento 2 website.
Boardshop's product page design as seen on desktop

Brand & commerce in perfect balance

To cement their position as industry leaders, this design puts deep technical information at users fingertips, whilst simplifying the customer experience to maximise conversions.

Brand and lifestyle photography have been carefully interwoven into the shopping journey, in order to inspire customers and establish an aspirational feel.

Boardshop's product category page design as seen on desktop
Image of surfers paddling out back used on Boardshop's website design by Superrb

Advanced product customisation

Chasing the holy grail of ecommerce, we created this powerful product configurator, which enables customers to choose a base board using a range of performance metrics based on their riding style and abilities.

Next, using a suite of simple controls, they can dial in the exact configuration of size, shape, construction and fin arrangement to match their preferences, local conditions and body geometry.

With a collective 100+ years of surfing experience in the team at different levels of ability, this was designed for surfers, by surfers.

Responsive design

Delivering an equally compelling and conversion focused experience on all screen sizes, our design approach involved wireframing, prototyping, user testing and conversion rate optimisation.

With such an epic product catalogue, nailing the navigation and product search on mobile was essential and with regular articles from famous surfers, the blogs had to be highly engaging on smaller screens too.

Responsive website design for Boardshop
Responsive mobile menu website design for Boardshop
Next Project. BMC Switzerland