Temple Fork Outfitters (TFO) designs high-performance fishing rods sold at accessible price points through a dealer network. E11 built a site that serves simultaneously as product catalog, retail storefront, and dealer-locator tool — and that organizes a sprawling rod catalog the way anglers actually shop.
The Challenge
TFO’s catalog spans dozens of rod families across fly, spinning, and casting categories. Organizing by SKU would have overwhelmed customers; organizing by brand hierarchy would have buried the products. The site also had to route buyers to authorized dealers while supporting direct e-commerce, warranty registration, and a Pro Staff sponsorship program.
What We Did
Information architecture organized by species and technique — bass, inshore, saltwater, trout, panfish — so anglers find the right rod in two clicks. Mega-menu navigation with nested product subcategories, a dealer locator, a product registration system for warranty and ownership, a Pro Staff application portal, and video product demonstrations round out the experience.
