Case Study · SFRA Upgrade

How KEEN Deployed One ModularFramework Across Four Regions

Red Van, working alongside BASIC Agency, built KEEN a flexible modular framework that lets its ecommerce teams create dynamic brand experiences region by region. The framework rolled out across the US, Canada, Europe, and Japan, and includes a Zendesk integration that automates warranty submissions and approvals.

What problem did KEEN need to solve?

KEEN needed its ecommerce teams to create dynamic brand experiences across multiple regions without a new development project behind every campaign or market.

A global brand faces the same tension in every region: local teams need creative control, and the business needs a single maintainable codebase. Bolt-on regional builds solve the first and destroy the second. KEEN also needed to streamline customer support, specifically the warranty process, which for a footwear brand built on durability claims is a high-volume, high-visibility workflow rather than an edge case.

Requirements that defined the architecture

Give regional ecommerce teams control over brand experiences
Deploy one framework across the US, Canada, Europe, and Japan
Support both product showcasing and brand storytelling
Streamline customer support workflows
Automate warranty submission and approval
Keep regional deployments off a custom development path

How did Red Van solve it?

Working alongside BASIC Agency, Red Van delivered a flexible, modular framework that gives KEEN's ecommerce teams the ability to create dynamic brand experiences across regions.

Modular means the framework is a set of composable building blocks rather than a fixed set of templates. Regional teams assemble experiences from those blocks, which is what makes a rollout across four regions a configuration exercise rather than four projects. The framework covers both ends of the brand experience: showcasing products and telling stories on the front end, and streamlining customer support behind it. The standout piece of that second half is a Zendesk integration that automates warranty submissions and approvals.

What the framework includes

Modular Component Framework

A flexible set of composable building blocks that KEEN's ecommerce teams assemble into dynamic brand experiences, without developer involvement for each new page or campaign.

Multi-Region Deployment

One framework rolled out across the US, Canada, Europe, and Japan, so each market runs a localized experience on shared architecture rather than a separate codebase.

Product Showcasing

Components built to present KEEN's footwear with the technical and design detail an outdoor buyer expects before committing to a purchase.

Brand Storytelling

Editorial and story components that carry KEEN's purpose-driven positioning on innovation, comfort, and environmental stewardship into the commerce experience.

Zendesk Warranty Automation

An integration with Zendesk that automates warranty submissions and approvals, removing manual handling from a high-volume support workflow.

Collaboration with BASIC Agency

Red Van delivered the framework alongside KEEN's creative partner BASIC Agency, so design intent and technical architecture were resolved together rather than in sequence.

What were the results?

KEEN's modular framework is deployed across four regions, and its ecommerce teams can build dynamic brand experiences without a development project behind each one. The warranty integration takes one of the brand's most load-bearing support workflows and automates the submission and approval path, which is where most of the manual effort sat.

Modular framework deployed across the US, Canada, Europe, and Japan
Regional ecommerce teams able to create dynamic brand experiences
Streamlined regional site deployments on shared architecture
Automated warranty submissions and approvals through Zendesk
Reduced manual handling in customer support
Product showcasing and brand storytelling supported in one framework
Design and technical architecture resolved jointly with BASIC Agency

The value of a modular framework shows up in the fifth region, not the first. KEEN now adds and adapts regional experiences from shared components rather than commissioning a build each time, and its support team spends less of its week moving warranty claims through a manual queue.

Frequently asked questions

How do you deploy one ecommerce framework across multiple regions?

By building modular components rather than fixed regional templates. Red Van's framework for KEEN rolled out across the US, Canada, Europe, and Japan, with each market assembling experiences from shared building blocks. That keeps one maintainable codebase while giving regional teams genuine creative control.

Can warranty claims be automated in ecommerce?

Yes. Red Van built KEEN an integration with Zendesk that automates warranty submissions and approvals. For a footwear brand whose positioning rests on durability, warranty volume is significant, and automating the submission and approval path removes most of the manual handling from the support team's workload.

What is a modular commerce framework?

A modular framework replaces fixed page templates with composable building blocks that marketing and ecommerce teams assemble themselves. The practical difference is who builds a new campaign page. With templates, it is a developer. With a modular framework, it is the ecommerce team, in an afternoon.

Do you work alongside a brand's existing creative agency?

Regularly. Red Van delivered KEEN's framework working alongside BASIC Agency, KEEN's creative partner, so design intent and technical architecture were resolved together. That avoids the common failure where a design is approved and then rebuilt because the platform cannot support it economically.