A local retailer, Baker’s Boots & Clothing, was in need of a new website that better represented their brand while offering an increasingly user-friendly experience for customers. The antiquated architecture of the existing website made it subject to higher-than-average downtime, while including many redundancies in the processing and fulfillment processes. It was also expensive to maintain and did not include sufficiently reliable analytics. Customers were faced with a difficult-to-navigate website that was not mobile optimized and offered only limited payment and custom boot options.