Thinking Outside the Box

“It ain’t as easy as it looks,” Howard says of developing a user-friendly Web store. “To make it look easy and seamless to the shopper takes a lot of thought and work. We’ve learned that nothing is automatic.”

Another key to the site’s flow is its simple grid format. Product copy and accompanying thumbnail photos sit side-by-side in small, vertically stacked boxes that the shopper can view by scrolling. Click on one to get an enlarged version of that product photo and description.