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.