Technologies Used
Technologies Used
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Kenzie’s Optics is a veteran and family-owned sporting goods retailer based in Cartersville, Georgia, that’s been running since 2002. Over two decades they’ve grown from a garage operation into one of the country’s leading specialist optics dealers — stocking thermal imaging, night vision, red dots, rifle scopes, gun parts, gear and apparel from brands like Trijicon, Vortex, Holosun, Leupold, AGM and Nightforce. The kind of shop that serious shooters, hunters and law enforcement actually trust.
The existing site was a WooCommerce build sitting on the Divi theme — functional but getting harder to manage, update and maintain as the catalogue grew. The brief, prepared with Atlanta agency Applied Imagination for Joseph Cocco and Stormy Tomblin, was a full custom WordPress and WooCommerce redesign and rebuild. Phase 1 covered the complete site overhaul — migrating all data, overhauling the design and user flows, reconfiguring WooCommerce shipping, payments and inventory, and replacing the Divi theme with a clean custom build that the team could actually manage themselves. Phase 2 scoped a dealer portal, product configurator tool, loyalty programme and buy-and-save product bundling for future development.
This was a big, complex eCommerce build and one that needed to get a lot right. Kenzie’s customers know their kit — they’re comparing specs on $7,000 thermal scopes, configuring AR builds and sourcing gear that professionals stake their lives on. The website needed to feel as precise and trustworthy as the products on it.
The UX thinking started with the catalogue itself — a genuinely large and detailed product range spanning multiple categories, sub-categories and brands. Working through Figma I designed user journeys that make finding the right product fast and frictionless, with clear filtering, mega menu navigation and brand-led browsing all working together. Competitors like Leupold and OpticsPlanet were used as reference points for design direction, with Kenzie’s pushing for something more modern and premium-feeling than either.
The UI reflects the brand’s character — rugged but polished, confident without being aggressive. Strong photography, bold category treatments, clean product pages and a design system that scales across a huge catalogue without falling apart. The custom WooCommerce build is lean, fast and built to last — with a site the Kenzie’s team can grow and manage themselves without calling a developer every time they want to add a product or update a page. Veteran-owned. Field-tested. We’re proud of this one.
