A sports retail brand approached us to redesign their online store for hockey and other sports equipment. Their goal was to enhance the overall shopping experience, strengthen brand trust, and create a visually modern platform that converts visitors into buyers.
Role:
Senior UI/UX Designer
Industry:
Sports & eCommerce
Duration:
10 weeks
Challenges
Cluttered Layout: The existing design had poor information hierarchy and inconsistent product display.
Low Mobile Conversions: The mobile site offered a weak user journey with limited focus on quick browsing and checkout.
Brand Perception: The old interface didn’t convey the energy or quality associated with the brand’s premium sports equipment.
My Approach
1. Discovery
Conducted competitor analysis and UX audits of leading sports retailers.
Identified critical user pain points during browsing and checkout flows.
2. Design & Development
Created a clean, conversion-focused UI using Shopify’s flexible design components.
Designed structured product pages with large visuals, quick filters, and optimized CTAs.
Applied a bold, sporty visual language with clear spacing and GSAP-driven micro animations for subtle motion effects.
3. Testing & Delivery
Conducted internal usability testing on mobile and desktop versions.
Collaborated closely with the dev team to ensure smooth design-to-code handoff.
Optimized for page speed, responsiveness, and accessibility compliance.
Results
The redesigned store improved the shopping experience across all devices. Early analytics post-launch showed higher engagement and smoother checkout flow. Product browsing time increased significantly, with positive client feedback emphasizing visual clarity and ease of navigation.
Future Plans
Introduce personalized gear recommendations using Shopify apps.
Expand into other sports categories with the same design system for brand consistency.
Conclusion
Through a strong design system, performance-oriented layouts, and strategic use of motion, the new Shopify site successfully blended aesthetics with usability — helping the brand present itself as a premium yet approachable sports retailer.
