CW-X’s anatomically engineered conditioning wear (tights, tops, bras etc.) can help all kinds of athletes perform better. People use their gear for everything from training, to recovery, to insulation. This is a great thing, but it presents some issues when it comes to making an intuitive and usable site because every single customer prioritizes features differently. Some care most about a specific type of support, some care most about which conditions a product is suitable for, and others are most focused on a specific activity. With the new site, instead of steering visitors through a fixed path to learn about the products, we decided to give them more flexibility. Visitors can choose to explore products by support, by activity, and by product line or they can simply leave the work to the automated tight and bra selectors. Just plug in your criteria and out comes the perfect choice. There are also tons of 360 degree product renderings, muscle drawings, charts and graphs to satisfy anyone who really wants to delve into the nuts and bolts of how this stuff really works. Check it out at: www.cw-x.com

Return Path is the world’s leading email deliverability company. What the heck is email deliverability? That’s the problem. In fact, even people in the business of email deliverability have trouble explaining it. Return Path needed a way to help new and potential customers get up to speed on exactly what goes into getting an email safely from point a to point b (it’s kind of scary), and how Return Path fits into the mix. In the end we decided to go with books rather than anything digital on this one. Since almost all of Return Path’s sales and support are done over the phone or the web, we thought it might be nice to actually be in the room with their customers for once.

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