Diono Carseats

Diono Carseats by Counterspace

Diono is a highly celebrated international brand, headquartered in Seattle, WA, and has earned a loyal following for their safe and award winning Radian®RXT car seats and travel solutions.

Diono came to us with a highly compressed timeline resulting from unexpected challenges of developing their new website in-house.

We immersed ourselves quickly into the Diono organization to understand the Diono landscape as rapidly as possible. Through participation in strategy and marketing meetings we gained knowledge of the short and long terms goals for the website redesign.

In a record breaking 42 days, we launched a responsive desktop, tablet and mobile optimized website with a keen focus on search engine visibility. Through the interactive IA process, we determined the best locations for secondary and tertiary information and created a design that focused on the lifestyle brand and Diono’s product line.

The result was an interface design that reflected the Diono brand, an improved user experience for shoppers, and a 212% increase in organic traffic. The website exceeded marketing goals by 40% in the first two months.


User Experience, IA, Design, Branding, Digital Strategy, Technology Leadership, Technology Management, Database Design, Immersive Project Management

Brand evolution

The original site was outdated, did not reflect the Diono brand, and was not mobile adaptive.

The counterspace redesigned website highlighted the products, elevated the brand and introduced Diono to the mobile market.

owing the successful launch of the new website, Counterspace became the lead Design & Technology resource for Diono. We went on to roll out 11 international sites in 7 different languages, expanded the US & Canada sites to accommodate a expanding product line, and eventually introduced e-commerce capability to the sites to further increase sales goals.

The evolution continued.

Brands must continually evolve to stay viable and it was time to take Diono to evolve again.

With years of Diono experience under our belt, we set to work on creating an entirely new front and back end user experience for the Diono website. We produced a bold, bright new design that is driven entirely by the expanding mobile market.

In addition to a wholly new design, we combined three formally independent European websites onto a single CMS with a language selector to improve internal efficiencies. We built in unique capabilities for each of the international sites based on requirements. We created a custom registration database to improve customer support capabilities and response time.

The launch of the new site had immediate positive results on SEO and sales goals and provided colossal improvements in internal capabilities and efficiencies.

The all new Diono