My buddy Brendan spent much of last year working with Skinny Ties, helping them to redefine their “creative and technical direction to propel shopping on every device”. He did an amazing job with the redesign (before | after), whilst also concentrating on adapting the site to perform great on all devices.
Brendan did a nice write up of his strategy which included these amazing numbers that back up the advantages of a cohesive, well-planned and well-designed cross-platform experience. Well played sir, well played.
An excellent example of taking an existing business and bringing its design up to speed and seeing real profit increases. Design can take a decent ecommerce site and make it an excellent experience. Design can improve profits and increase user interaction. This shows why it is important and how to do it right. Check out the before and after shots, the stats, and then read his write up to get some great inspiration.