ONE ROCKWELL

The Challenge One Rockwell has grown rapidly in the last three years and is experiencing significant growth of existing clients as well as signing on larger brands. “We build websites for brands that have a loyal following – a passionate base of people who have high expectations regarding brand experience,” explains Jin Kim, One Rockwell’s Innovation and IT Director. “Our design philosophy focuses fully on understanding a brand’s story and then translating that experience online. ”

For One Rockwell customers, mobile performance has gone from a nice-to-have to an absolute essential. “The sites we run for our clients are doing 55%+ of their traffic on mobile/tablet already today. So we need a solution that puts mobile/tablet performance first and can deliver web applications on mobile/tablet devices with both consistency and superior performance

What Instart Logic is doing with Image Streaming and dedicated mobile performance is compelling. They understand it is not just what you are serving but how the digital experience is displayed. When you think about CDN vendors, you think about how many Points-of-Presence. We think beyond PoPs. We care about perceived performance and optimization of the user experience to make our sites faster. That’s what Instart Logic is all about, and in that way it’s a strong partner for One Rockwell.

Jin KimInnovationand IT Director, One Rockwell

One Rockwell Delivers Fast Digital Brand Experiences with High Resolution Imagery for Fashion Brands

Company:One Rockwell

Location:San Francisco, California

Description:One Rockwell is a full-service digital agency focused on intelligent commerce. They offer high-end creative services, innovative technologies and omni-channel strategies and implementations. They service fashion, lifestyle, and product brands looking for growth in the online marketplace. The company works primarily with high-profile luxury brands that use high-resolution images to create immersive online experiences and require exacting web performance. Current clients include Calypso St. Barth, Mara Hoffman, Reed Krakoff, Etienne Aigner, Sam Edelman, Girard-Perregaux and Figue.

The Challenge (cont.)while not compromising image quality,” says Kim. “Our clients’ average product listing page and homepage holds about 4 megabytes.

We are talking about a lot of images. That’s what digital fashion experiences are about,” says Kim. “Our brands are extremely concerned about image quality and optimizing images down is not an option. It has to look right, down to the stitching and fabric weaves.”

One Rockwell subscribes to the Responsive Web Design (RWD) approach. RWD requires a near infinite adaptability of images and web components to hundreds of different user devices across the smartphone, phablet, and tablet spectrum. Kim knew that traditional CDNs couldn’t properly adjust image sizes or caches to meet the needsof 100% RWD sites and so he wanted a web performance solution that could do this automatically, without having to host millions of images. Lastly, One Rockwell was concerned about the growing size of their clients’ websites. This corresponded to maintaining more server capacity to meet spikes in demand, a policy that added up to lots of money very quickly. One Rockwell needed to:

• Raise the bar on image delivery and display for luxury brand experiences• Significantly boost mobile performance• Improve overall user experience and perceived web page load speed• Reduce infrastructure costs

The SolutionAfter reading about Instart Logic in a major technology publication, Kim contacted the company. “I realized Instart Logic is not a traditional CDN. It has an innovative approach,” says Kim. “What Instart is doing with JavaScript optimization, browser-based virtualization, and streaming pictures and HTML is unique.” When Instart Logic told Kim that it would be trivial to route traffic through the software-defined application delivery (SDAD) platform, he spoke to his team and clients about the application of Instart Logic. The planned upgrade to route traffic through Instart Logic’s SDAD platform took less than a week to implement and resulted in standout performance on smartphones and tablets, and prompted clients to include more high-resolution images required for displaying very granular inch-by-inch detail of clothes and accessories.

The ResultOne Rockwell’s luxury fashion clients running on Instart Logic immediately noticed that their sites displayed muchfaster on mobile devices and tablets. Average mobile page load times decreased by 37%. “After we switched it on,we could clearly see the difference,” says Kim. “The whole page optimization, the fast image acceleration in particular, gave Instart Logic a real edge.”

Kim also saw that sites running on Instart Logic required less back-end server capacity to maintain performance at scale. “On the server side, we see better performance numbers using the same hardware when we use Instart Logic. We don’t have to scale the servers up as much as we usually have to meet peak loads but average load times remain faster than on other CDNs,” says Kim, who estimates that sites running on Instart Logic require 50% less origin server capacity. “With Instart, we are able to offer our clients an online brand experience they have never seen before, allowing customers to interact with the brand in a way that was technologically not possible previously.”

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