Hunt & Hustle makes premium Japanese steel barbering scissors for some of the industry's most incredible barbers. Their products and accessories are used worldwide and shared on social media to a cult Instagram following.

The Objective

Hunt & Hustle approached us to build a brand new e-commerce website that stands out against more traditional competitors. The client requested a platform that would provide an immersive and inspiring digital purchasing experience while positioning themselves as a lifestyle brand. Following on from the launch of the new site, they wanted to grow their online sales by reaching more global customers through organic search and by converting more traffic into sales.

Web & UX/UI

New eCommerce Experience

Our creative team devised a unique UI/UX interface and pushed the envelope of e-commerce design. We combined divine black and white video clips and large product imagery with an abstract design language to build an elegant and stylish digital experience. The new website turned out as bold and edgy as Hunt & Hustle's brand whilst reflecting the premium qualities of the products. Due to the client's position as an international business, we integrated automatic currency switching to display prices in the visitor's native currency and optimised the website for international SEO. Our work resulted in a trend-setting project that increased conversion rates and delighted the client.

Abstract eCommerce

Modern consumers typically use e-commerce websites in different areas of their lives. Over time, the industry has established conventions and best practices for functionality. Our number one goal for this project was to follow pre-existing usability conventions while creating a site with a fresh look and feel. Throughout the website is a unique style and abstract design, but users can still browse and purchase products easily due to the intuitive e-commerce functionality.

Flexible Payments

Hunt & Hustle sells a range of high-value products, and as such, we recognised that users should be able to choose from several payment options. As well as traditional payment methods such as credit and debit cards, we used an in-built integration with Klarna and PayPal Credit to allow customers to spread the cost of online orders over time. We also supported payment via Google Pay and Apple Pay to ensure a smooth and effortless transaction process. With flexible payment choices, we saw average order values increase dramatically following the website’s launch.

Streamlined Purchasing

Building a streamlined purchasing journey was a fundamental goal of ours from day one. Our creative team designed a bespoke basket and checkout system that keeps users focussed on the buying journey every step of the way while offering flexible ways to pay. By breaking the purchasing process down into four steps instead of one, we made the process less daunting for users, resulting in decreased cart abandonment and on-site frustration. A frictionless payment process is what leads to happy customers and recurring orders.


Build, Measure, Improve

Launching a brand new e-commerce website is just the start of the sales journey. Our team worked to further boost conversion rates by analysing user behaviour on the website to identify usability improvements, including a complete redesign of the checkout process. We recorded the initial conversion rate, implemented the new checkout process and continued to measure the rate following the changes, allowing us to see a significant increase. Averaged over time, these conversion improvements will deliver a massive boost to Hunt & Hustle's bottom line.

The advice and expertise that they offered us meant that we were able to introduce new flexible payment methods that we previously had not used

As a stylish brand that sells to professional barbers, we were looking for an elegant website where we could sell our Japanese scissors and in particular, help separate us from traditional competitors. We were concerned about the brand's distinct style being disrupted, but Activate Digital listened to us from the very beginning and accomplished a design that we were delighted with. We were made up with the website's unique and appealing abstract elements, but more than that, we were pleased that they focussed on making a slick buying process and didn't sacrifice user experience. The advice and expertise that they offered us meant that we were able to introduce new flexible payment methods that we previously had not used. Due to the website's success, we continue to reach out to them whenever we have queries on how to bolster our marketing, and they are assisting in the development of a sister brand called Hope & Halo.

Marc Hughes

Director, Hunt and Hustle

Countries Served


Rise in Google/Bing


Average Visit Duration

1m 38s

Last updated 16-04-21

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