Technologies Used
Technologies Used
My Employer:
Project Client:
Industry:
Action Offroad is a specialist offroad parts and accessories retailer — apparel, dirtbike, ATV, UTV, chemicals, tools, the lot. The kind of business where the customers know their stuff and expect the website to keep up. The existing site was running on a dated theme with performance issues, a clunky mobile experience and a product catalogue that was difficult to navigate. Not good enough for a brand that takes its riding seriously.
The brief, prepared with Atlanta agency Applied Imagination for founder Jason Stewart, was a full custom WordPress reskin — bringing in movement, video and a cutting-edge web presence while keeping WooCommerce at the heart of it. Critically, it needed to integrate with the Western Power Sports (WPS) API to pull product data, connect with Shopify and HubSpot, and handle a large catalogue of products across multiple categories cleanly. A Phase 2 scope was also agreed covering advanced search, chat integration, sponsored user discounts and race winner gift cards. Twelve to fourteen weeks to deliver.
This one was properly satisfying to work on — a big, complex eCommerce build with a lot of moving parts and a client who had a clear vision for what it needed to feel like. Tough, fast, visual.
The UX had to work hard across a wide product range and a passionate customer base who know exactly what they’re looking for. Working through Figma I mapped out the user journeys carefully — from homepage browsing through to category filtering and product detail pages — making sure the experience felt as direct and purposeful as the products themselves. The UI leans into the brand’s energy: bold, full-bleed imagery, strong typography, video-led sections and the kind of motion and pace you’d expect from a brand that lives at full throttle.
The WPS API integration, WooCommerce build and HubSpot connection all landed cleanly on a lean custom WordPress theme with no unnecessary plugin bloat. Fast, scalable and ready for Phase 2.
