Founded in 1999, PainfulPleasures provides the most extensive variety of tattoo supplies, piercing supplies, and body jewelry in the world. They serve a multitude of clientele: independent tattoo artists and piercers, shop or business owners, and the general pierced and tattooed community seeking body jewelry, aftercare, or apparel. As PainfulPleasures grew, its website had continually been updated, but modern technology and the expansion of the company called for a ground-up redesign of the website. Primary objectives in redesigning the website were to create a more pleasant user experience, highlight the product and services offerings through enhanced navigation, and cater to the diverse users of the website. The website launched to much praise of the online community. The website not only looked appealing but provided users with a natural mapping of the company’s offerings. Simple navigation and a streamlined checkout process led to higher sales. User testing highlighted increased awareness of previously missed segments of the website.