Horizon Hobby is an international manufacturer of radio control hobby products, including planes, helicopters, boats and trucks. Horizon Hobby sought a new B2C ecommerce site to replace an existing site that had grown outdated and had become difficult to manage.

 

 

A big challenge for Horizon Hobby was their segmented customer base: RC plane enthusiasts typically have no interest in RC cars or boats. Model train collectors are not interested in other model vehicles. Users don’t cross genres. The new Horizon Hobby site had to provide a personalized experience that would feel tailored specifically to the individual user’s hobby interests. We also developed a flexible and user-friendly taxonomy that addresses the various interest groups’ specific terminology.  Additionally RC vehicles have a lot of accessories and replacement parts that users need to find quickly and easily. We designed the product detail page to be that hub. Even discontinued vehicles are searchable on the site to make identifying the right part easy.