SD Bullion
Ottawa Lake, Michigan

We designed & developed an adaptive, large-scale e-commerce website for SD Bullion, one of the largest precious metals retailer online. The project required real-time market pricing, international currency exchange rates, and a highly custom checkout experience.

The Challenge

SD Bullion celebrates a substantial base of loyal and repeat customers. Our task was to solidify a marketable and memorable brand for SD Bullion while crafting a scalable, first-class ecommerce solution.

When they came to us, SD Bullion had long struggled with poor server performance and slow page loading times due to improper configuration and lack of resources, so one of the most important challenges was ensuring speed, security, and reliability.

A unique aspect of the precious metals retail industry is constant pricing fluctuation. A requirement for the site was to continually display and adjust market pricing throughout the site and for each product.

SERVICES

  • Content strategy
  • Branding
  • E-commerce
  • Drupal
  • Responsive
  • Marketing
  • UI/UX
View the Live Site

The Process

Branding & Identity

Incorporate the company's image into a simple, memorable mark that works in any context.

SD Bullion was revamping their entire online presence and a change this substantial required updated and well thought out branding. We were happy to be able approach branding for SD Bullion from the ground up. This enabled us to maintain consistency and a fresh look throughout the entire project and build. Our illustrator worked to achieve a fresh and accessible update while keeping in line with SD Bullion's existing attitude and vibe.

Market based Real-Time Pricing

The spot price of gold and silver changes every minute and so must the pricing on the site.

One of the many unique aspects of the precious metals retail industry is constant pricing fluctuation. We built functionality that updates the pricing of all products on the site in real-time, using a 3rd party data feed, to account for the ever changing bullion market price.

Unique Responsive/Mobile solution

An experience tailored to the audience and designed to increase sales.

We focused on building the best desktop experience and then designed it to scale to tablets of different sizes. Based on audience research, we knew that a large majority of sales were coming through via phone orders. With this in mind, we developed a unique landing page just for mobile that made it very easy for customers to call directly to place their order with a quick tap.

Highly Customized Ecommerce Experience

We refused to let existing tools limit the capability of SD Bullion's new website.

Considering how unique SD Bullion's pricing requirements and categorization were, we knew that an out of the box ecommerce solution would not cut it. We tailored a bespoke solution to meet their needs and we used our years of experience with large-scale ecommerce and user experience to provide industry leading, cutting edge enhancements to ensure a solid, flexible, and secure custom ecommerce platform.

Refinements vs. categories

Make product discovery, browsing, and search as easy as possible.

One of the biggest setbacks on SD Bullion's old site was confusing categorization and a lack of product filters. We mapped out their inventory to develop concise categorization and added product filtering functionality to their category pages. The experience is much improved and easier to find what you are looking for right away.

With this project, we set out to make SD Bullion the best precious metals retail site on the internet. We tailored a bespoke solution to meet their needs and provided industry leading, cutting edge enhancements to ensure a solid, flexible, and secure ecommerce platform that is usable on all devices.

Product Category

Item Page

Cross Merchandising

Persistent Cart

Cart Page

Checkout Process

We build beautiful, engaging sites and apps for companies both large and small.

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