The key to successful online shopping is to make the navigation and buying of products as intuitive, attractive and simple as possible.In other words, creating a user experience that is tailored to the needs of both the retailer an the consumer. Much of our thinking goes into understanding and interpreting online the different mindsets and shopping patterns consumers bring to different retail categories. The selling of wine, for example, is very different to that of luxury fashion, as it is for printer consumables. By understanding key purchase triggers within each category we can construct user journeys that are as commercially persuasive as they are aesthetically pleasing. Where open questions are raised about correct site structure and navigation, we create clickable wireframes and site mock-ups for user testing. Our information architecture processes combined with look and feel refreshes often result in sales increases of up to 300%.