Surge — Built to Compete
Surge is a tech storefront operating in one of the fastest-moving retail verticals on the market. The redesign reset the visual language and the browsing-to-checkout flow so the catalogue could finally hold its full range, from office peripherals to bespoke PC build components and high-end competitive gaming gear.
Built to compete. The existing site couldn’t hold the catalogue depth or the ambition; the redesign is a ground-up rethink, minimalist and modern, with the product always at the centre.
The problem
A tech storefront in one of the fastest-moving retail verticals — office peripherals, bespoke PC build components, high-end competitive gaming gear, and a content subscription layer on top — running on a site that couldn’t hold that range, or that ambition. The brief needed more than a refresh.
Process
The brief was clear: minimalist and modern, with the product always at the centre. A new visual language built around sharp layouts, purposeful gradients, and a browsing-to-checkout flow that actually moved. Responsive across devices, precise in hierarchy, and designed to convert.
Key screens
The polished work. Tab across the top to move between the finished screens — every surface in a single frame.
Mobile story
How the design holds up on a phone — home, browse, and a product page across a small set of mobile frames.
Highlights
A single screen with numbered call-outs over specific decisions. Each hotspot reveals a short note on hover or tap.
Outcome
Shipped as a closed engagement — a minimalist visual system, a responsive layout from phone to ultrawide, and a browsing-to-checkout flow tuned to convert across the full catalogue.
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