Sportswear Brands
Overview
This multi-brand sportswear eCommerce company was seeing stalled growth across eCommerce channels and internal teams were focused on other brand initiatives.
To turn growth margins in the other direction, my team and I modernized two of the brands digital experiences through conversion-focused UX improvements across the homepage, product listing pages, and product detail pages, supporting product with additional expert content, and assisting in site and paid social creative for MAP periods to support marketing efforts.
Timeline
Jan 2025 - July 2026
My Role
Homepage UX Improvements PDP & PLP Templitization Paid Social Design
Sportswear Brands
Overview
This multi-brand sportswear eCommerce company was seeing stalled growth across eCommerce channels and internal teams were focused on other brand initiatives.
To turn growth margins in the other direction, my team and I modernized two of the brands digital experiences through conversion-focused UX improvements across the homepage, product listing pages, and product detail pages, supporting product with additional expert content, and assisting in site and paid social creative for MAP periods to support marketing efforts.
Timeline
Jan 2025 - July 2026
My Role
Homepage UX Improvements PDP & PLP Templitization Paid Social Design
Homepage UX Improvements
When starting an engagement, my team and I first identify the quick wins; where we can implement effective changes quickly to begin to stabilize conversion efforts. For the homepage, this meant making content based changes to better align with brand direction, elevate the premium nature of the brands with full bleed imagery, speak to user personas, and inform the why behind the product. Typographic hierarchy was and text over images applications were also updated to be ADA compliant.
PDP & PLP Templitization
The good thing about these two brands sites is they ran on the same set of code. They did have slight differences between the two, so to make for more efficient workflows I redesigned the Product Listing Page and Product Detail Page templates so they would be consistent across brands.
Key improvements involved consolidation of information to represent clear and accurate pricing between SKU’s, condense space to surface important elements like Add to Cart, refining filters functionality to make for a cleaner & more premium experience to reflect the brand, and revising content to speak to product quality through the research and development of high converting components.
The app-integrated components served a dual purpose: reducing reliance on development work so business users could make changes quickly, and reversing poor conversion trends. Components such as Complete the Look, Collection/Product Compare, Product Features, and UGC content addressed what users needed to feel confident in a purchase decision, helping them identify the right product and improving discoverability.
Paid Social Design
I collaborated closely with our marketing leads and client brand teams to craft site assets like homepage banners as well as assisting in paid social creative, testing new ad types like carousels to improve conversion rates. Our testing of creative showed positive improvements and what kind of ad creative performs best for the brands.
Final Thoughts
The goal of this project was to improve a stagnation in conversion rates, and through applying a strategy of applying quick wins and product pages with meaningful content, our team was able to drive meaningful change across these metrics.
