Last week, we were so proud to take home a 2025 Ecommerce Award for ‘Best UX in Ecommerce’ with our amazing client, Rab!
The award recognises the transformation of Rab’s ecommerce site into a fast, intuitive and beautifully crafted experience that embodies the brand’s spirit and performance. Together, Unified and Rab set out to build more than an online shop - we created a market-leading journey that delights every customer, from seasoned mountaineers selecting life-saving equipment to casual hikers looking for a coat to keep warm on a winter dog walk.
Why Rab’s UX stood out
Rab competes in one of the most demanding online markets: outdoor performance gear. Customers rely on clear technical information, intuitive navigation, and inspiring storytelling when choosing equipment that can at times be literally life-saving. The new site delivers all of this through:
Lightning-fast, mobile-first performance powered by Hyvä.
Persona-led journeys such as the product comparison tool, hover visuals, extendable technical specs and dynamic filters allow each of Rab’s three core customers to shop and purchase with more ease and confidence.
Immersive storytelling that integrates Rab’s heritage, sustainability values, and repair services directly into the shopping journey.
Flexible content management with Storyblok, enabling Rab’s teams to create and scale experiences seamlessly across global markets.
The results speak for themselves, with mobile conversions up 26%, checkout abandonment down 19%, and a 450% uplift in paid search and shopping conversions.
Our 360° approach: Commercial Creativity
We believe great UX should work for everyone - that is, customers at the front-end and the teams running the business at the back-end. That’s our philosophy of Commercial Creativity: experiences that don’t just look beautiful; they’re functional, measurable, and built to convert sales, and grow brands.
For customers: speed, clarity, and confidence. Dynamic filters, technical badges, and best-in-class PDPs make it easy to compare, understand and purchase across the whole product catalogue - creating an endless aisle for site visitors
For internal teams: autonomy and scalability. With Storyblok, Rab’s marketers can build pages, launch campaigns, and localise content with prebuilt components - no developer bottlenecks and consistent brand control
What the judges said
“In a highly competitive and often bewildering market of technical outdoor clothing, this site unlocked a much simpler and more enjoyable UX by focusing on the different needs of these 3 target audiences. Highly visual full bleed imagery makes the site much more premium and inviting as well.”
“Strong modern development of the site with an excellent balance between content, images, video to help support the conversion path. The compare feature is designed well and clear and consistent.”
“Really like how they have really focused on customer and data to deliver a first class site.”
“Rab’s integration of the Hyvä frontend with Adobe Commerce has resulted in a high-performance, mobile-optimized site. The redesign emphasizes intuitive navigation, rich media integration, and streamlined product discovery, enhancing the overall user experience.”
UX that enables adventure
For Rab’s customers, this isn’t just ecommerce – it’s about equipping themselves for the most extreme environments on earth. From product comparisons that help climbers choose the right expedition gear, to immersive content that inspires future adventures, the new site is built to enable exploration, support safety, and change lives.
We’re proud to have partnered with Rab on this journey – and even prouder to see the UX recognised as best-in-class. You can explore the full case study here.
Ready to elevate your UX?
Ready to level up your UX - not just redesign it? We’ll craft a 360° ecommerce experience that looks great, works hard, boosts conversion, and makes your team’s day-to-day easier. Get in touch.
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