Case StudyDPS Skis
Driven by a relentless pursuit of the perfect turn.
Visit the DPS WebsiteDPS Skis builds some of the most advanced carbon-fibre skis in the world. As a long-time innovator in ski design and materials, their digital presence needed to match the precision and performance of their products. DPS approached VentureWeb to rethink their e-commerce experience from the ground up, modernizing their tech stack, improving product discovery, and better telling the story behind their award-winning engineering.
We partnered with DPS to design and develop a fully reimagined Shopify Plus storefront—one optimized for conversion, rich storytelling, and seamless global commerce.
The Challenge
DPS’s previous site had grown outdated and constrained by legacy templates and inconsistent content structures. Key challenges included:
- Outdated UX making it harder for customers to compare models, understand ski tech, and shop by terrain or experience level.
- Limited storytelling tools for DPS to showcase their category-leading engineering, athlete insights, and brand heritage.
- Inefficient product management workflows within Shopify, making seasonal updates labor-intensive.
- Performance issues and friction in the checkout path that impacted conversion.
DPS needed a digital experience worthy of its world-class skis—fast, intuitive, content-rich, and technically robust.
We set out to rebuild the entire DPS digital ecosystem on Shopify Plus with a focus on speed, clarity, and immersive brand storytelling.
Experience-Led UX & Design
We crafted a fresh UI grounded in DPS’s iconic aesthetic—clean, technical, and bold—making it easy for both expert skiers and newcomers to find the perfect ski. Key UX features include:
- Smart product filtering for ability level, terrain category, waist width, and ski family.
- A reorganized navigation system for faster discovery and reduced friction.
- Immersive product templates with clear tech explanations, dynamic spec tables, and high-impact imagery.
Content System for Storytelling
We built a modular content library allowing DPS to tell richer stories around ski development, the Alchemist and Pagoda constructions, athlete testing, and brand philosophy.
These blocks empower DPS to launch new products, limited collections, and educational content without developer lift.
Shopify Plus Development & Performance Optimization
The new site leverages Shopify Plus features including:
- Optimized theme architecture for speed and maintainability
- Custom metafields and standardized product data models
- Global-ready settings for scalable international growth
- Enhanced checkout customization and improved cart UX
Conversion-Focused Enhancements
We implemented:
- Clearer value propositions
- Streamlined add-to-cart paths
- Stronger cross-sells and ski-finder flows
- Conversion-friendly mobile layouts
The result: a seamless journey from research → comparison → purchase, with fewer drop-off points.
It’s been an incredible opportunity to be given a blank slate by such an iconic brand, and to lead the creation of a new digital experience that captures both the heritage and the exciting future of DPS Skis. To top it off, partnering with (and learning from) the amazing team at VentureWeb made the entire process seamless. From design to development, to their deep understanding of what DPS represents, I couldn’t have asked for a better collaboration.
Services
Integrated and coordinated services
- Strategy
- Performance / conversion audit
- UX Strategy
- E-commerce conversion strategy
- Creative & Design
- Wireframing and information architecture
- UI and interaction design
- Creative design & content direction
- Intuitive facets and product filtering
- Technology
- Custom design theme on Shopify Plus
- Custom website development
- Customized CRM and ERP integrations
- Growth
- Digital marketing strategy
- SEO
- SEM
- Social marketing
- Email marketing configuration
- Data, analytics tracking
- Insights reporting
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