Customer Experience · Site Architecture · Brand Strategy
3 buying paths · multiple teams + divisions · custom Shopify build
Mt. Rainier Apparel had a lot going on.
Personalized team gear.
Bulk orders.
Custom logo design.
All under one brand.
The problem was that none of those customers needed the same buying experience.
So the website couldn’t treat them like they did.
The Sale Changed Depending on Who Showed Up
If someone wanted personalized gear, they needed to browse, find their team, choose a product, and buy.
If a coach needed 40 shirts in different sizes, that wasn’t an Add to Cart situation.
They needed a quote.
And logo design was something else entirely.
Customers needed to understand their options first, then choose the type of logo that made sense for what they were trying to create.
Same business.
Three completely different paths.
So instead of forcing everyone through one generic storefront, I built the site around what each customer actually came there to do.
And Then It Got More Complicated
Personalized gear had layers.
A customer might start in the main personalization section, then click into their school or team and only see the gear available to them.
Or they might start with fan gear, then narrow down to Mt. Rainier.
Then inside Mt. Rainier, there could be even more divisions.
Competitive. Recreation. Fan gear.
Different customers could arrive at the same product from completely different directions.
So I used Shopify metafields to build the structure behind the scenes and let customers move through the site in the way that made sense to them.
The complexity stayed in the system.
Not in the shopping experience.
Bulk Orders Needed Their Own Process
Bulk orders were never going to work like a normal product purchase.
A team might need different sizes, different quantities, personalization, logo placement, and other project details before an accurate price could even be given.
So we built a quote-request experience instead.
The page explained what the customer needed to provide, walked them through the process, and collected the information the business needed to quote the job properly the first time.
Less back-and-forth.
Less guessing.
A much cleaner sales process.
Logo Design Needed to Be Easier to Buy Too
Logo design can get vague fast.
“What if I want two colors?”
“What if I want text and a letter?”
“What kind of logo do I even need?”
Instead of making every customer start from scratch, I helped package the logo styles into clear options with names and examples.
Now customers had something concrete to choose from before starting the conversation.
We weren’t just putting a service on a website.
We were making the service easier to understand and easier to buy.
And All of This Still Had to Feel Like One Brand
This business was still building its identity, so we worked on that too.
Colors. Voice. Tone.
Catchphrases. Photography. Mockups.
Even the feeling the brand should give someone when they landed on the site.
The goal wasn’t just to make it look sporty.
It was to make the entire experience feel energetic, fun, and team-focused from the first click through the buying process.
Different services.
Different buying paths.
Same brand experience.
The Result
We ended up with one Shopify site that could support three completely different customer journeys without making the customer feel all the complexity underneath.
Personalized gear could be bought directly.
Bulk orders had a quote flow built around what the business actually needed.
Logo design had clear options that made the sales process easier to start.
And customers could move between schools, teams, divisions, and product types without having to understand how everything was organized behind the scenes.
That was the real goal.
Not to make the business less complex.
To make it feel simpler to the customer.
See the Walkthrough
The walkthrough shows the three main buying paths, the team and school structure, the metafield-powered subpages, quote flows, logo options, live chat, and the overall brand experience.
The Part I Keep Coming Back To
A customer should not have to understand your business model just to figure out how to buy from you.
Your business can have layers.
Your customer experience should still feel clear.
That’s the work.
When Growth Slows, the Next Move Matters
If your website is making customers work too hard to figure out what to do next, let’s fix that.
