Sena Cases: Redesigning a Luxury Brand's Digital Storefront
Led the redesign and replatform of Sena Cases' direct-to-consumer site after its acquisition by Targus, aligning the digital experience with the brand's luxury positioning and tripling revenue.
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When Targus acquired Sena Cases, a maker of premium leather smartphone and tablet cases sold in places like Apple stores, the brand's own website didn't match its products. The site was a primary direct-to-consumer channel, but an audit found an outdated look, a poor mobile experience, weak SEO, unreliable analytics, and clumsy content management. For a luxury brand, the storefront was undercutting the product.
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We rebuilt the site around one idea: the digital experience should feel as crafted as the cases.
Design for mobile first. Low mobile conversion was the biggest leak, so a responsive, mobile-first design came first.
Sell the craftsmanship. Rich product pages with detailed imagery and copy highlighted materials and construction, which justified premium prices.
Remove friction. Clearer navigation, filtering, and sorting made it faster to find the right case.
Build for growth. A modern content management system, rebuilt SEO architecture, and corrected analytics gave the team a platform it could run and measure.
Launch with a push. Post-launch landing pages, email, and advertising drove traffic to the new experience and proved its ROI.
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I led the initiative end to end, from the brand and site audit through redesign, replatforming, and launch campaigns, working with Santa Monica-based BLITZ Agency.
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200% year-over-year revenue growth within two quarters of launch
436% increase in mobile revenue
53% increase in site visits and a 36% year-over-year lift in conversion rate
25% increase in total annual sales, plus higher average order value and time on site
