Sports eCommerce Brands
Overview
When a multi-brand sports eCommerce company migrated to a new platform, the transition brought more disruption than progress. Two of its brands saw growth stall almost immediately: Add to carts declined, conversion rates dropped, and shoppers struggled to find the products they were looking for. The new platform also introduced technical friction, with slow load times and broken elements scattered throughout the site, further undermining the shopping experience.
To reverse the trend, our team led a full-scale redesign across critical points in the customer journey. The cart and checkout experience was redesigned to reduce friction and drive conversion, and redesigned product detail pages were injected with A+ content to improve discoverability and clarity. I was also responsible for producing new site assets alongside email and paid social channels to support the brands' broader marketing efforts.
Timeline
Jan 2025 - July 2026
My Role
Cart & Checkout Redesign Product Detail Page Redesign Site Asset Production Email & Paid Social Design
Sports eCommerce Brands
Overview
When a multi-brand sports eCommerce company migrated to a new platform, the transition brought more disruption than progress. Two of its brands saw growth stall almost immediately: Add to carts declined, conversion rates dropped, and shoppers struggled to find the products they were looking for. The new platform also introduced technical friction, with slow load times and broken elements scattered throughout the site, further undermining the shopping experience.
To reverse the trend, our team led a full-scale redesign across critical points in the customer journey. The cart and checkout experience was redesigned to reduce friction and drive conversion, and redesigned product detail pages were injected with A+ content to improve discoverability and clarity. I was also responsible for producing new site assets alongside email and paid social channels to support the brands' broader marketing efforts.
Timeline
Jan 2025 - July 2026
My Role
Cart & Checkout Redesign Product Detail Page Redesign Site Asset Production Email & Paid Social Design
Cart & Checkout Redesign
We first assessed the core struggles users experience by going through the process ourselves to put us in their shoes and find friction points. This was especially helpful as some of our team members were parents looking to buy gear for their kids, so they knew first hand the kinds of information our users would be looking for. I then conducted research looking specifically at user testing done by Baymard Institute to fully understand what information and functionality users need at checkout. I also looked into the market at competitors to see where gaps were in the current experience. Our findings showed that users were abandoning checkout and the current experience was missing key information like shipping threshold and promo code entry
in cart.
When diving into the design work I made sure to take a mobile first approach as the majority of the brands users shopped via mobile devices. The cart flyout and checkout page was simplified to show important information identified in our research like shipping threshold, additional services, and multiple payment options.
Checkout was a 3-step process with a drop down to get back to previous steps, and order information was tucked behind a button that competed for attention with the Next Step button on mobile. I reframed the 3-step process so it felt like one by turning the steps into sections. Saving at each step was a requirement due to payment processing, so each section prompts the user to save and continue to move forward, then condenses that section so it’s clear where you’re at.
Product Detail Page Redesign
Once we tackled users ability to checkout, we focused on other key areas of the site including navigation, homepage, product listing pages, and product detail pages. My research findings informed my strategy which is rooted in driving user confidence. To do this, the brands needed to shift from a catalog mentality to sports authority. Clear prioritization and expert content would significantly improve product evaluation and drive purchase confidence for high-priced items.
In collaboration with the clients UX designer, we were able to move variants from drop downs to pills making them more visible, and leverage technology to inject content that highlighted bigger stories like athlete collaborations, breaking down key specs and features calling out specifically the kind of user the product is for, technology, expert guides, and a comparison tool to help users find the right product for their game.
Marketing Creative
To help support marketing initiatives, I collaborated closely with our marketing and merchandising leads to craft site assets like homepage banners and product callouts as well as assisting in email creation based on the DTC calendar. I was also apart of streamlining the creation process behind these assets as there were lots that needed to be produced each week.
Final Thoughts
The goal of this project was to turn around dropping conversion rates and stabilize revenue, and through a strategy focused on driving product discoverability building confidence behind purchases, our team was able to create 6.2% (+98 bps) lift in cart to order conversion, +10.9% (+192 bps) lift in add to cart rate, and+335 bps lift in add to cart rate (63 products in 14 days). Next steps for these brands involve significant updates to navigation, homepage, and product listing pages to further drive discoverability.
