Ugly Fish Eyewear – eCommerce

Eyewear for Active People with Attitude

Our Client

Proudly Australian, Ugly Fish Eyewear is an innovative eyewear label that sells a range of stylish, high-quality glasses ranging from optical to safety to sun protection. This unique brand even specialises in motorbike glasses. Since 2003, their quality sunglasses and safety glasses have provided maximum protection in harsh conditions for active kids and adults.

Their Challenge

When Ugly Fish Eyewear came on board with us, their brand awareness and search visibility were low. They had trouble with their previous theme, which caused numerous technical issues. They needed support to take their label to the next level in the market and drive more sales. The challenge was to increase their brand awareness through the website and use digital marketing for eCommerce to improve search visibility.

Our Approach 

Client Relations

We took time to understand Ugly Fish Eyewear’s past strategies and new business goals. We considered their target audience to deliver a solution suited to make an impact on the market. A strong, long-term relationship was fostered with the client, built on transparency. We took over management of their website, working together in partnership to achieve results.

  • Understanding of target audience and business objectives 
  • Ongoing open communication via email and phone calls
  • Regular project management updates 
  • Project planning advice and technical support

Our Solutions

User Experience Design (UX)

We updated ongoing issues with Ugly Fish Eyewear’s theme. We improved their website to be more user-friendly through ongoing maintenance and updates. We created a well-structured website that would help customers easily find the right fit of eyewear for themselves or their kids, improving the user experience to minimise clicks.

  • Well-structured product categories 
  • Detailed menu navigation
  • Product filters to help customers quickly find relevant products
  • Use of in-page tabs to create well-structured product descriptions

User Interface Design (UI)

Piggy-backing off of Ugly Fish Eyewear’s strong branding feel, we updated their existing user interface. We created a simple front end design for the website that complemented their rugged branding and unique products.

  • Uncomplicated site design
  • Designed according to branding
  • Easy to follow layout 
  • Incorporated Australian signage icon elements
  • Strong but balanced use of brand colours

Product Management 

We optimised all of Ugly Fish Eyewear’s products. We categorised them to fit into a neat structure while managing the requirements of the client. Products were categorised according to various criteria such as type of eyewear, lens, function, coating and colour.

  • Product catalogue 
  • Product management consultation
  • Product migration
  • Categorisation of product
  • Structuration of products
  • Warehouse management consultation


Simplifying sales for both admin and customers, we integrated solutions that work for both sides with Magento as the backend platform. We integrated various features to improve customer experience, like customer account integration. On the other hand, the product comparison feature allows customers to compare multiple products on one page to help them with their purchase decision.

  • Magento theme development
  • eCommerce integration
  • Payment gateway
  • Product comparison feature
  • Customer log-in accounts 
  • Cin7 Inventory management 
  • Delivery management


Once the website was approved, we conducted thorough testing across the site for optimising sales. To ensure Ugly Fish Eyewear was ready to make a splash in the market, we tested the site across mobile and desktop devices to be accurate, exactly where customers are looking.

  • Comprehensive website testing
  • Mobile optimisation testing across different devices

Ongoing Support & Maintenance

Like all of our projects, we provided Ugly Fish Eyewear with ongoing technical support. This included website maintenance and security monitoring once their website went live. Not to forget ongoing digital marketing and website maintenance.

  • 2 months ongoing support
  • Website bug fixing
  • Cloud hosting
  • 24/7 security monitoring
  • Downtime Monitoring

Backend Training 

Once the website went live, we spent time training our client in the backend administration and management for their website. 

  • An all-inclusive support training document 
  • Content management training
  • Customer management training
  • Order management training

Digital Marketing for eCommerce

Once we had the website in order, digital marketing began. We made sure that each page was optimised with keyword planning and competitor analysis. 

  • Ongoing SEO services
  • Keyword planning
  • Market research
  • Competitor analysis
  • Search marketing
  • Ongoing website maintenance
  • Ongoing technical support

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