Project partnership
with NFBS Paris
Ocean Clock is a French brand handcrafting marine instruments in Hossegor since 2015. With 115,000+ units sold across 250+ stores worldwide, they've been carried by Nature & Découvertes, exhibited at Maison & Objet, and featured in Elle. They're pioneers in transforming the tide clock, barometer, and thermometer into considered design objects.
Despite a decade of brand building, their website told a completely different story: a five-year-old platform that couldn't be updated without a developer, product pages that massively undersold what they made, and a customization experience that performed in ads but fell apart on site.
I partnered with them to reimagine their flagship store on Shopify from the ground up giving every product family its own visual world, rebuilding the customization experience with real-time feedback, and creating a modular system the team runs entirely on their own. For the first time, their online presence finally matches the brand they spent a decade building in the physical world.
what I worked on
strategy
Shopify migration
information architecture
design
development
Ocean Clock was about to conclude a full decade spent building a solid brand as a genuine category leader. They grew from a single product to a full line, placed their handcrafted pieces in 250+ stores worldwide, landed a listing with Nature & Découvertes, exhibited at Maison & Objet in Paris, and earned coverage in Elle. Their physical shop in Hossegor was beautiful. The product, meticulous.
But their website? It told a completely different story.
For almost five years, the store had run on a custom store that was never designed to scale. It was built to sell tide clocks -- one product, one category. By the time Stéphanie and James reached out, they had barometers, thermometers, moon clocks, artist collaborations, a kids' range, and no clean way to present any of it on their website.
On their previous site, it was impossible for the team to update anything without calling a developer.
As customer feedback rolled in, they needed to make do with hacks to communicate important things: "to activate your warranty, click here”, in red, right under the search bar!
Along with their brand's success came a big problem: they started being copied by low-quality, cheaper companies trying to tap into their market share. Credibility and separation then became a real issue, since they now needed to meticulously make it clear that they were the legitimate brand who pioneered this category.
The home page had some brand storytelling, but was super text-heavy and not compelling. Their beautiful workshop, long-time team and impressive physical boutique did wonders to legitimize themselves in the physical world, but it all fell apart online.
There was a profound disconnect: a customer who discovered Ocean Clock at Fleux in Paris, or held one of their clocks at their beautiful physical boutique, would go online and find something that didn't match. The brand they had spent nearly a decade building had no proper home.
Before any design work, I dove deep into LBG's universe with the owners. The goals were clear:
grow online sales and bring in new customers to the online store
support their strategic decision to position as a high-end durable fashion piece
reduce friction for online customizations
optimize operations as much as possible to support their growth
So I got to work.
Using the website as the platform to express the brand's universe and wow every new and existing customer, I reimagined the La Botte Gardiane world to create an impactful experience that made their positioning clear immediately. The weight of their heritage became obvious on every part of the website, with beautiful videos and photography, now much easier to navigate and understand, supporting their price point and savoir-faire. The humanity behind the brand were now front and center, products could now be seen on people's feet, the deep care of each choice LBG made when producing them was now proudly showcased, and they could now shine as much as they did offline, but now 24/7 for the entire world to see.
The customization experience had special attention: after digging into it with the LBG team, mapping every possible customization combination, every point where a customer could get lost or give up. The goal wasn't to make it look better. It was to bring the experience as close as possible to what only existed in-store: a guided, human conversation that made choosing feel easy, not intimidating.
From that mapping, I designed two distinct customization flows: One built around a 3D configurator, and a second one to be used as the first was being developed. The new designs felt more inviting, clearer and less intimidating. They guided customers through every step, bringing the experience as close as possible to the human touch that only existed in-person before.
After creating a custom design for the 3D configurator, I coordinated the entire build of the interface with the Emersya team (developer of the 3D configurator solution). The 3D experience was crafted to be as visual and immersive as possible, making people feel like part of the process and allowing them to get excited about what they could create with LBG.
I started by mapping out everything that needed to be migrated from the old store. All the messy and unstructured data became a clean, easy to understand and manage database inside Shopify's super simple to use dashboard.
The navigation structure was completely re-thought, based on purchasing patterns and LBG's new goals, making sure to order everything in a way that made sense.
From account creation to login, forgot password flow, to customer dashboard for viewing orders history, payment info, addresses, etc, I redesigned all the pages to ensure a seamless branded experience when a customer interacted with their LBG account.
This is where a lot of projects fall flat, which is why it had to be done meticulously. So as the final step, I brought it all to life by building a custom theme based on all the screens previously created.
Carefully crafted to make sure to the place where customers would interact with the brand actually matched my vision at the very start of the project.
— antoine agulhon, CEO of LBG
Total annual revenue in 2025
Increase in online orders per year
Increase in AOV
Once they had the newly designed store in place, LBG could finally focus on growing the business instead of managing the consequences of a site that wasn't working.
LBG could now proudly share their site with new partners, when featured on TV or other press, knowing it would cement their hefty heritage even more solidly in people's minds.
They've been enjoying healthy growth year after year, captivating new customers and letting their deep passion and craft shine for as many people as possible, letting the website do the talking, without having to push for anything.
As of 2026, they've also opened their third physical store in Arles — urban capital of the Camargue region in the south of France.
Behind the scenes, Shopify made the store easy to edit and maintain, even with a fully custom theme. The team no longer needed technical help for day-to-day operations: adding products, updating content, managing the catalog became tasks anyone on the team could handle. And when they had any questions, all they had to do was refer to the video tutorials instead of needing training from a few people on the team who had all the knowledge.
The customization flow stopped being a liability. What once required staff to manually guide customers to checkout by phone now runs on its own. That's hours recovered every week, and a customer experience that scales without adding headcount.
The gap between what the brand was and what the site communicated was closed. What the physical store had always done for customers, the website has now been doing for the entire world, 24/7.
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