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Custom Chutes
Custom Chutes redesign reaches new heights
- design
- ecommerce
- web
Custom Chutes is a company specialising in the design, manufacturing, and sale of custom wind-dispersed promotional products, especially custom parachutes and inflatables. They create eye-catching, branded parachutes and drop chutes commonly used in aerial marketing, events, and advertising campaigns.
The company offers a range of products including promotional parachutes, high-altitude chutes, air dancers, and other inflatables designed to boost visibility and engagement for brands.
Challenge
Custom Chutes had been running their previous website for many years. While it had served them well in the past, the site’s look and feel had become dated and it struggled to meet the expectations of modern web users. Mobile visitors, in particular, were facing an inconsistent and sometimes unusable experience due to a lack of fully responsive design.
On top of this, the move to WordPress’ Gutenberg editor had made updates increasingly difficult, and the company’s existing product customisation tool was outdated, limiting both user experience and internal efficiency. The challenge was to deliver a fresh, modern design that was easy for customers to navigate, responsive across devices, and equipped with a more powerful online chute designer — all without disrupting ongoing business operations.
Solution
WTBI managed the project from concept to completion. We began with a full redesign in Adobe XD, allowing Custom Chutes to experience an interactive draft site early in the process and refine the design before build. From there, we rebuilt the site on a fully responsive framework, optimising for mobile usability and speed performance by compressing and caching images and following Google Lighthouse best practices for accessibility, SEO, and performance.
The new admin controls also gave Custom Chutes greater flexibility, allowing them to change available colours, update text and images, and adjust options without developer intervention.
We also reorganised the site’s content and navigation for a clearer user journey, improved on-page SEO with Yoast optimisation for every page, and ensured the site was future-ready with secure, maintainable code.
A major part of the project was the redevelopment of the Custom Chute Designer tool:
Customers can now upload their logo and add text – WTBI redesigned the chute designer to give customers complete branding flexibility, allowing them to position their logo and personalised text exactly where they want it, ensuring maximum visual impact.
Select chute size and type, and colour individual panels in any combination – The tool now includes a panel-by-panel colouring system, enabling customers to choose from available colours and create unique combinations that align perfectly with their brand identity.
The tool updates in real time, giving a live preview of the finished design – By introducing a live preview feature, customers can instantly see how their parasail will look, helping them experiment with designs and finalise choices with confidence.
A detailed specification is sent directly to Custom Chutes’ manufacturing team – Once a design is confirmed, the system automatically compiles a complete order specification and sends it to the manufacturing team, significantly reducing admin time and speeding up production.
Results & Impact
Since launch, the new website has delivered a smoother customer journey and significantly reduced the number of support calls relating to product design queries. The improved Chute Designer has been a standout success, enabling customers to create and visualise designs independently, while freeing up staff time for other priorities.
The refreshed design and optimised mobile performance have improved accessibility and made browsing effortless on any device. Together with updated SEO, the site now ranks more competitively, helping Custom Chutes reach new audiences.
Ongoing, WTBI continues to support the business through monthly security checks, on-page SEO improvements, and Google Ads management — keeping their site secure, visible, and performing at its best.
By working closely with Custom Chutes, WTBI delivered more than just a website refresh — we transformed how the business showcases its products and interacts with customers online. From a fully responsive design to a powerful, time-saving customisation tool, the new site is a modern, efficient, and flexible platform that supports growth now and into the future.
Our Custom Chute parasail colour chart designer was in need of an update to combat the dated technology being used to run this on our website. WTBI helped redevelop the process of creating an online custom chute designer that clients can build out and submit to us for manufacturing. The additional automation of laying the design onto a mock-up parasail is saving us time and effort previously needed to manually visualise this part of the process for a customer sign-off. This new online process is providing a time-saving in the region of 43% for myself and the wider team allowing us to focus on other areas of the business.
Lee Abbott
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