An edgier, more useful
digital storefront.
for Catalyst Game Labs

View Project

Key Stats

12% During the last two days of November, Catalyst saw their sales increase by ~12% over the entire month of November in the previous year.

330% The increase in sales during December was even more dramatic. Sales more than tripled over the previous year.

Catalyst Game Labs (CGL) merges the best aspects of game fiction and dynamic universes to architect the best tabletop games in the industry. We collaborated with CGL to build a new digital storefront in time for the holidays as part of a larger brand refresh.

Award-winning Catalyst Game labs - mockup

mobile versions of the homepage, category page and product page


With an outdated platform, both on the internal client side as well as the customer-facing side it was becoming more and more difficult for Catalyst to maintain their inventory and their (desktop-only) website wasn't making it easy for customers to use. And with the biggest shopping day of the year coming up, we had to work fast.

"There was a lot to take into consideration, but we didn’t want to lose sight of the main goal, to sell more products."


So here's what we did. After deciding that Shopify was going to be the best and quickest e-commerce platform to help us get the site up and running in time, we really focused on making their products more discoverable to capitalize on the holiday shopping and sell more product. We were able to do that by adding features like:

Enhanced Search

Before, the search box was buried underneath numerous sidebar items at the very bottom of the page. And knowing we had to make their products more discoverable, we opted to make it much more prominent. We moved it closer to the top of the page and made it persistent across every page on the site.

see what we did Award-winning Catalyst Game labs - search

Improved Product Filtering

Product filtering was one of the features we knew from the outset had to be included. Filtering has become prevalent enough on modern e-commerce websites that it's what customers expect, and it immediately made our products much easier to sift through. The old site had no filtering to speak of, so this was a major improvement.

see our solution Award-winning Catalyst Game labs - filtering

Better Product Categorization

We spent a lot of time evaluating our options for categorizing products. Specifically, determining how we'd integrate categories with tags. We asked ourselves questions that led to other, more involved questions, like "What should be a tag and what should be a category?" or "How do we go about naming each and what will they ultimately be used for?" We really needed the foresight to discern any future pitfalls to accurately answer these questions.

see, we're organized Award-winning Catalyst Game labs - category

What users have to say

"The new website looks really nice!"

"Congratulations on getting the new storefront up and running. It looks like a more easily navigable interface, and I like the elimination of time limits on downloads."

"Took a quick look over the new site and its certainly a vast improvement over the old site."

"The new site really is beautiful."

A into our process

User Research

This is where we spent most of our time. We wanted to get a solid understanding of who was using the site and how they were using it.
So we started with User Research. Through several conversations with the client as well as through our own industry research, we were able to create some personas that accurately represented CGL's customer base.
We then used these to map out each users' journey through the site, getting them to complete a set of commonly performed tasks like adding/removing items to the cart, searching for a product or writing a product review.

Award-winning Catalyst Game labs - user profiles


We iterated pretty quickly through this process, first sketching some different layouts for each of the main pages (homepage, product page and category page), then wireframing those pages and finally creating (very) low-fidelity mockups, just to get a rough understanding of how the final product would turn out. There wasn't much debate on the structure or look of each so we jumped into development.


The combination of Shopify + Beanstalk was our friend throughout, allowing several of us to make changes on the site simultaneously without stepping on each others' toes. The bulk of the dev work was product filtering, styling and modifying Shopify Apps in a way our future selves would be proud of.

Award-winning Catalyst Game labs Shopify build

Services Provided

  • Information Architecture
  • User Research
  • Custom Email Design
  • Website Design
  • UX Design
  • E-commerce setup
  • Front-end Development
  • Email Campaigns
  • Analytics & Optimization
Clockwise from top left: advanced product page, mega menu, featured product and collection page design concepts Award-winning Catalyst Game labs - design