PrairieFire Nevada: Elevating the Online Experience to Match the Range

How Mira Commerce partnered with PrairieFire to create a website that improves user experience while staying true to their mission of leadership, teamwork, and training.

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PROJECT OVERVIEW

Mira Commerce partnered with PrairieFire Nevada to develop a new website that strengthens their digital presence and improves user experience. The project focused on creating an effective balance between brand presentation and functional design, with particular attention to the booking process and user engagement. We implemented a structured approach to navigation and content organization while maintaining brand consistency across the platform. The redesign establishes clear pathways for users to access information and complete transactions, supporting PrairieFire Nevada's business objectives through measured improvements in site performance and user engagement metrics.

The Challenge

How can a website redesign effectively capture and convey a brand's identity without sacrificing technical performance?

To begin to solve the issue of conveying brand identity across a digital platform, we conducted an in-depth discovery phase including comprehensive stakeholder interviews and brand workshops. This work laid the foundation that informed our strategy and allowed us to ensure all decisions were made in alignment with their brand and objectives.

We developed a design strategy that prioritized an immersive user experience, which included unique visual elements while maintaining load speed and other technical performance. The new design system introduced custom interface components that reflected PrairieFire Nevada's brand personality while keeping in mind best practices in search engine optimization and usability. This balanced approach ensured the site would stand out visually while remaining intuitive and accessible to users.

Our technical implementation focused on creating a foundation that could support our design elements without compromising performance. In concert with our user experience focused design, we centered our strategy on making the navigation as frictionless as possible.

The user experience strategy centered on ensuring there were intuitive pathways for each customer persona, allowing for the most important information to be easily found, no matter the customer's focus. Our goal was to guide visitors through PrairieFire Nevada's brand story while facilitating their practical needs. Performance optimization remained a priority throughout, with careful attention to understanding the impacts of the design and functionality on load times.

Our solution also included the implementation of advanced analytics, allowing for continuous refinement based on real user data. This approach ensured the website can evolve with changing user needs while maintaining its distinctive brand presence.

The Brand

PrairieFire offers a one-of-a-kind experience where participants of all skill levels engage in Special Operations-inspired challenges designed to strengthen teamwork, leadership, and trust. By fostering these core values, PrairieFire creates an environment that embodies the spirit of the American ideal. Whether building camaraderie, honing leadership skills, or pushing personal limits, PrairieFire delivers meaningful experiences that leave a lasting impact.

Reviews

"The Mira Commerce Team has been one of the most impressive and professional web development organizations I’ve ever worked with. We couldn't be more proud of our new website! Special thanks for your hard work and dedication on this project!!"

Chad Brown

Chief Marketing Officer, PrairieFire Nevada

"The best vendor experience I’ve ever had, our project was nothing short of exceptional. Mira’s proactive approach ensured that we were always informed about progress or next steps. Their designs far exceeded our expectations, capturing our vision and delivering a final product that perfectly reflects our brand. They consistently offered insightful suggestions to enhance our website and provided ideas for future improvements as a true partner. Their expertise in the firearms industry saved us time and effort, they came prepared with extensive research into our business and market. They truly understood our audience and objectives, and the collaboration was seamless."

Shannon Baird

Digital Marketing Manager, Staccato Unlimited

Results

We worked closely with PrairieFire Nevada to create a website that truly puts people first—whether they’re visitors looking to explore premium services or team members managing the platform behind the scenes. Mobile users now enjoy a smoother, faster experience thanks to a 132% improvement in core web vitals. The site loads quickly, navigation is seamless, and finding what you need is effortless, reflecting the high standards PrairieFire is known for.

Visitors are spending more time on the site, with an 11% increase in engagement rates and a 43% boost in session duration. They’re connecting more deeply with PrairieFire’s mission and values, exploring its offerings, and getting inspired by the unique experiences the brand provides. This stronger connection translates into a loyal, engaged audience that keeps coming back.

On the backend, the improved platform makes it easier for the PrairieFire team to share their story and services. With search rankings improving by 21%, more people are discovering PrairieFire online, helping them reach a wider audience and grow their community. The streamlined management tools give the team more time to focus on what matters—creating amazing experiences for their customers.

By combining smart technology with a focus on real human connections, we built a platform that empowers PrairieFire to engage, inspire, and lead in their industry. This transformation ensures they’re not just keeping up but staying ahead in the digital space.

Metrics at a glance

+%Mobile Core Web Vitals

+%Average Time Per Session

+%Average SERP Ranking

SUMMARY

Our partnership with PrairieFire Nevada achieved significant improvements: 132% enhanced mobile performance, 43% increase in user engagement, and 21% improved search rankings. These results were accomplished through our comprehensive service approach, creating with search engine optimization in mind, and designing with clear intent to convert. The outcome is a digital presence that not only performs exceptionally well but also authentically represents PrairieFire Nevada's brand identity in the digital space.