Larchmark Outfitters, original concept, not client work

A website concept for an outdoor gear shop

The visitor decision it answersWhat do I need for this trip, and what will it weigh?

The first screen lays a three-night kit flat on canvas, with a weight beside every item and the total on a paper tally. The rest of the page, shown below, answers what a walker or camper would worry about next.

Discuss your project

Larchmark Outfitters' first screen. A search field, the links Tents, Packs, Stoves, Sleep, Cook, Water, Light and Trip guide, and the headline Lay it all out first beside a three-night kit laid flat on canvas with a gloved hand placing the stove and a paper tally ending Three-night kit 9,240 g. Below, three tiles: Tents, Packs and Stoves.

The whole page at a glance

The desktop design has nine parts. Part 1 is the first screen above. Scroll inside the frame for parts 2 to 9; the list says what each part does for someone choosing gear for a trip.

  1. Part 2: Sleep, a filter column and six sleeping bags and mats, each with weight, a Compare box and an Add to kit button.
  2. Part 3: Compare water filters, a Spring Squeeze and a Beck Pump side by side with weight, flow, lifespan and cleaning.
  3. Part 4: What do I need for this trip, nights, season and group choices, three steps, a paper tally and a checklist totalling 9,240 g with an Add the whole kit button.
  4. Part 5: Every weight is a packed weight, with a stuff sack on a digital scale reading 1,850 g.
  5. Part 6: Cook, nested pots, a mug, a bowl and spoon beside five rows with weights and Add to kit buttons.
  6. Part 7: Care and repair, re-proof, patch and seam, and spare parts beside a repair still life.
  7. Part 8: Before you buy, six questions and answers.
  8. Part 9: Start with the trip, a Start the trip guide button beside a trailhead gate, then the footer with Delivery, Care and repair and Store finder.
  1. 1. First screen (shown above). A three-night kit laid flat with its weight total, and two ways in: shop the catalogue or ask what the trip needs.
  2. 2. Sleep. Filters for fill, comfort and weight, and six sleeping bags and mats with weight and an Add to kit button each.
  3. 3. Compare two filters. Two water filters side by side in grams and litres, with one button to add both.
  4. 4. What do I need for this trip? Choose nights, season and group, tick the kit, see the total, add it all at once.
  5. 5. Every weight is a packed weight. Says how weights are measured, so the number on the page is the number you carry.
  6. 6. Cook. Pots, a mug, a bowl and tools, each with its weight and its own button.
  7. 7. Care and repair. Re-proofing, patches and spare parts, so gear is not thrown away early.
  8. 8. Before you buy. Six questions answered, from how weights are measured to how delivery works.
  9. 9. Start with the trip. One last button to the trip guide, then delivery, repair and store finder in the footer.

On a phone

Four real phone windows from the mobile design, each cut from our design boards at its own size. The desktop page is not squeezed in.

  • Phone window 1: the first screen, a search field, the headline Lay it all out first over a laid-out kit, a Shop the catalogue button, a Three-night kit 9,240 g tally and six category buttons.
  • Phone window 2: Sleep, a Sort field and a Filters button, then three stacked product cards each with weight, a Compare box and a full-width Add to kit button.
  • Phone window 3: What do I need for this trip, three rows of choice buttons, a twelve-line checklist with weights, Kit total 9,240 g and an Add the whole kit button.
  • Phone window 4: Start with the trip, a Start the trip guide button, a trailhead gate, then the footer with Delivery, Care and repair, Store finder and a list of links.
  • Buttons run the full width. Shop the catalogue in window 1 is about 55 px tall, Add the whole kit in window 3 about 68 px, Start the trip guide in window 4 about 50 px, and the Add to kit buttons in window 2 about 44 px (measured on the images).
  • One column, nothing side by side. Products and the checklist stack, and the weight sits on the same row as its name, so no line needs a pinch to read.
  • The total stays in view. Kit total 9,240 g sits directly above the button that adds the kit (window 3).

Why it is built this way

Four worries a walker or camper has before buying gear, and the part of the page that answers each.

  • The visitor worriesWhat do I actually need for this trip?

    The design answers, parts 1 and 4The first screen offers “What do I need for my trip?”, and the guide lets a visitor choose nights, season and group, then shows a checklist of twelve items.

  • The visitor worriesHow heavy will it all be?

    The design answers, parts 1, 4 and 5Every item shows its weight in grams, a paper tally adds them up to a kit total, and part 5 says each weight is the packed weight.

  • The visitor worriesHow do I choose between two similar things?

    The design answers, parts 2 and 3Filters narrow the range, each card has a Compare box, and a side-by-side table sets two products against the same rows.

  • The visitor worriesWhat if it breaks, or does not suit me?

    The design answers, parts 7 and 8Care and repair offers re-proofing, patches and spare parts, and the questions answer what to do if something does not fit. The exact terms are left for the real shop to write.

What this would do for your business

A page like this has one job: turn people who are still working out what to buy into people who add a kit to their basket. This concept has never run for a real shop, so we have no results to show and will not invent any.

What we can promise is that you would be able to see what it is doing. We would set up the measuring when the site goes live, so after a few weeks you can tell what works and what to change. We do not promise a number of orders: that depends on your range, your prices and your area.

What we would measure

  • Whole-kit adds. How many visitors use the trip guide and add the whole kit.
  • Add to kit. Which products are added, and which filters are used first.
  • Compare use. How many visitors compare two products before they add one.

What we need from you

  • Your product list. Names, categories and real specs, in a spreadsheet.
  • Packed weights. Measured weights in grams for every item you sell.
  • Photographs. Each product shot from above on plain ground, or we plan the shoot with you.
  • Trip kit rules. What a sensible kit holds for each season and group size.
  • Delivery, returns and repair terms. In your own words.
  • Shop locations and who answers questions.

You answer these questions and review the plan and design before anything goes live. Two design revision rounds are included.

Want buyers to see the whole trip before they pay?

Tell us about your project and we reply with next steps. No cost, no obligation.

Discuss your project

Matching service: Online shops