CASE STUDY
Aventura Swimwear: Navigation & UX Optimisation to improve Product Discovery & Conversion
Improving product discovery, reducing friction and creating a more intuitive customer journey to support conversion and long-term growth.
project results
Measurable improvements across key customer journeys
the client
Aventura Swimwear
Aventura Swimwear is a luxury sustainable swimwear brand founded by Erik Leutar. Combining elevated design with responsible production.
Based in Croatia, each piece is crafted using regenerated materials, including recycled ocean plastics and discarded fishing nets. Transforming waste into refined, high fashion swimwear.
aventura swimwear
The challenge
UX not supporting product discovery
As the brand grew, the website experience had not evolved at the same pace.
Users were landing on the site, but product discovery wasn’t as intuitive as it needed to be.
Key issues included:
- Navigation lacked clear structure across collections
- Product discovery required too many steps
- User journeys were not optimised for how customers browse fashion online
This created friction in the experience, limiting engagement and reducing the effectiveness of traffic being driven to the site.
Meaning the brand wasn't fully capitalising on the traffic being driven to the site.
aventura swimwear
our approach
Taking a holistic view
Rather than making isolated changes, we took a holistic view of the customer journey. Taking a look at how users moved from landing on site through to PDP engament.
We focused on:
- Understanding how customers browse and shop within the swimwear categories and collection pages.
- Identifying friction points within the navigation and site structure.
- Aligning product, content and UX to support a more intuitive experience.
This ensured improvements weren't just visual, but directly tied to how customers browse, engage and ultimately convert.
what we did
Execution
We implemented a series of improvements across the site to support a clearer more effective user journey:
Navigation & Customer Journeys
- Restructured the site navigation to improve clarity across collections.
- Simplified pathways to key product categories to reduce friction in browsing journeys.
- Reduced unnecessary steps within browsing journeys.
Product Discovery & Merchandising
- Refined how products are grouped and surfaced to improve visibility and engagement.
- Supported better visibility across collections.
- Aligned merchandising with customer browsing behaviours.
Content & Brand Experience
- Developed editorial pages to strengthen brand story telling and trust building.
- Ensured consistency across content and product presentation.
- SEO optimised key landing pages to improve performance of organic search traffic.
Data & Performance Tracking
To support ongoing optimisation, we implement tracking and reporting frameworks to give the brand clear visibility over performance.
- Implemented advanced data reporting through setting up GA4 reporting dashboards.
- Additionally, integrated Mailchimp CRM capabilities (e.g Website newsletter sign up banners)
- Enabled clearer visibility over customer behaviour and engagement.
summary
Results & Impact
Following the optimisation work, we saw clear improvements across key engagement metrics:
• Increased engagement across product listing pages
• Growth in product detail views
• Improved flow from browsing to product interaction
Most importantly, the site now provides a stronger foundation for ongoing optimisation work, supporting conversion as the brand continues to scale.
Aventura swimwear
Key takeaways
For growing fashion e-commerce brands, performance issues are rarely caused by a single problem.
It is often the result of disconnected decisions across navigation, merchandising and content.
By aligning these areas, we transformed the expereince from fragmented to cohesive. Creating a digital experience that supports both the customer and the commercial goals of the client.
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