Industry
Sporting Goods
Client
SVP Sports
Role
Lead Product Designer
No More Dropouts: Scoring a Seamless SVP Sports Experience
Turning cart abandonment into successive wins
Turning cart abandonment into successive wins
When I began the SVP Sports redesign, the challenge was clear: the existing e-commerce site was overwhelming, cluttered, and contributed to high cart abandonment rates, leaving users frustrated and unlikely to complete purchases.
As the sole Product Designer, I took ownership of the full process—from conducting user interviews and usability testing to mapping out a simplified sitemap and creating both mid- and high-fidelity prototypes in Figma. My focus was on creating a cleaner, more intuitive navigation flow, reducing cognitive load, and ensuring the site felt modern yet easy to use. By streamlining the homepage, improving product detail pages, and redesigning the checkout flow, I created a more consistent and enjoyable shopping experience.
The result was a user experience that reduced barriers to purchase, built greater trust with shoppers, and ultimately offered SVP Sports a stronger foundation for customer engagement and profitability.
When I began the SVP Sports redesign, the challenge was clear: the existing e-commerce site was overwhelming, cluttered, and contributed to high cart abandonment rates, leaving users frustrated and unlikely to complete purchases.
As the sole Product Designer, I took ownership of the full process—from conducting user interviews and usability testing to mapping out a simplified sitemap and creating both mid- and high-fidelity prototypes in Figma. My focus was on creating a cleaner, more intuitive navigation flow, reducing cognitive load, and ensuring the site felt modern yet easy to use. By streamlining the homepage, improving product detail pages, and redesigning the checkout flow, I created a more consistent and enjoyable shopping experience.
The result was a user experience that reduced barriers to purchase, built greater trust with shoppers, and ultimately offered SVP Sports a stronger foundation for customer engagement and profitability.
When I began the SVP Sports redesign, the challenge was clear: the existing e-commerce site was overwhelming, cluttered, and contributed to high cart abandonment rates, leaving users frustrated and unlikely to complete purchases.
As the sole Product Designer, I took ownership of the full process—from conducting user interviews and usability testing to mapping out a simplified sitemap and creating both mid- and high-fidelity prototypes in Figma. My focus was on creating a cleaner, more intuitive navigation flow, reducing cognitive load, and ensuring the site felt modern yet easy to use. By streamlining the homepage, improving product detail pages, and redesigning the checkout flow, I created a more consistent and enjoyable shopping experience.
The result was a user experience that reduced barriers to purchase, built greater trust with shoppers, and ultimately offered SVP Sports a stronger foundation for customer engagement and profitability.
Design Goal
Design Goal
How might I streamline the desktop shopping experience by simplifying the homepage, clarifying navigation, and presenting product details in a way that reduces cart abandonment and builds user trust?
Reduced Overwhelming Navigation
Challenge: The homepage was cluttered with multiple menus, logos, and promotions, confusing customers and slowing down product discovery.
Action: I created a new streamlined sitemap in FigJam, reorganized categories, and designed a clean navigation system with nested dropdown menus.
Impact: Customers could now find products quickly and with less mental load, lowering frustration and reducing the risk of cart abandonment.
Improved Poor Product Browsing
Challenge: Product landing pages lacked clarity and forced users to sift through unnecessary details.
Action: I introduced minimalist grid layouts, product carousels, and an accordion system for policies to avoid information overload.
Impact: Shoppers could browse and evaluate products with ease, leading to faster, more confident purchase decisions.
Refreshed Outdated Visual Design
Challenge: The UI felt outdated and failed to reflect SVP Sports’ dynamic brand identity.
Action: I applied bold typography, vivid imagery, and a modern color palette, while ensuring A11y accessibility compliance.
Impact: The refreshed interface improved brand perception and built user trust, positioning SVP Sports alongside larger competitors.
Reduced Checkout Abandonment
Challenge: A complicated checkout discouraged customers from completing purchases.
Action: I redesigned the flow with clear steps, express options like Apple Pay/Google Pay, and simplified manual forms.
Impact: A faster and more transparent checkout experience increased trust and encouraged more completed orders.
Reduced Overwhelming Navigation
Challenge: The homepage was cluttered with multiple menus, logos, and promotions, confusing customers and slowing down product discovery.
Action: I created a new streamlined sitemap in FigJam, reorganized categories, and designed a clean navigation system with nested dropdown menus.
Impact: Customers could now find products quickly and with less mental load, lowering frustration and reducing the risk of cart abandonment.
Improved Poor Product Browsing
Challenge: Product landing pages lacked clarity and forced users to sift through unnecessary details.
Action: I introduced minimalist grid layouts, product carousels, and an accordion system for policies to avoid information overload.
Impact: Shoppers could browse and evaluate products with ease, leading to faster, more confident purchase decisions.
Refreshed Outdated Visual Design
Challenge: The UI felt outdated and failed to reflect SVP Sports’ dynamic brand identity.
Action: I applied bold typography, vivid imagery, and a modern color palette, while ensuring A11y accessibility compliance.
Impact: The refreshed interface improved brand perception and built user trust, positioning SVP Sports alongside larger competitors.
Reduced Checkout Abandonment
Challenge: A complicated checkout discouraged customers from completing purchases.
Action: I redesigned the flow with clear steps, express options like Apple Pay/Google Pay, and simplified manual forms.
Impact: A faster and more transparent checkout experience increased trust and encouraged more completed orders.
Results
Simplified homepage layout reduced visual clutter and improved first impressions.
Streamlined navigation made it easier for users to find and compare products.
Clearer product descriptions and media built confidence and reduced hesitation before purchase.
Optimized checkout flow minimized friction and lowered the likelihood of cart abandonment.
Consistent, professional design elements increased user trust in the brand.
Improved accessibility ensured a more inclusive experience for all shoppers.
Positive usability testing feedback confirmed better navigation, layout, and overall shopping satisfaction.
Results
Simplified homepage layout reduced visual clutter and improved first impressions.
Streamlined navigation made it easier for users to find and compare products.
Clearer product descriptions and media built confidence and reduced hesitation before purchase.
Optimized checkout flow minimized friction and lowered the likelihood of cart abandonment.
Consistent, professional design elements increased user trust in the brand.
Improved accessibility ensured a more inclusive experience for all shoppers.
Positive usability testing feedback confirmed better navigation, layout, and overall shopping satisfaction.
