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SPORTING CP OFFICIAL SToRE

SPORTING CP OFFICIAL SToRE

A soccer club’s online store that’s

also your everyday go-to fashion

A soccer club’s online store that’s

also your everyday go-to fashion

A soccer club’s

online store that’s

also your everyday

go-to fashion

Project overview

This case study details the complete redesign of SportingCP's official clothing store, which aimed to align with an evolved brand image and transition from a sporting equipment store to a fashion-forward clothing brand.

This case study details the complete redesign of SportingCP's official clothing store, which aimed to align with an evolved brand image and transition from a sporting equipment store to a fashion-forward clothing brand.

THE CHALLENGE

The soccer club needed an online platform to enhance fan engagement and generate revenue through merchandise sales. The existing online store needed more user-friendliness, brand alignment, and scalability.

The soccer club needed an online platform to enhance fan engagement and generate revenue through merchandise sales. The existing online store needed more user-friendliness, brand alignment, and scalability.

Why it matters

This shift was crucial to appeal to a broader audience, increase revenue from apparel sales, and solidify the club's status as more than a sports brand.

This shift was crucial to appeal to a broader audience, increase revenue from apparel sales, and solidify the club's status as more than a sports brand.

Title

Solo Product Designer

Solo Product Designer

Responsabilities

User research, prototyping, UI design

User research, prototyping, UI design

Design handoff

Design handoff

Lead stakeholder meetings.

Lead stakeholder meetings.

Achievements

Increased product sales by 71%, achieving a record-breaking 8.9M in revenue in 2022

Increased product sales by 71%, achieving a record-breaking 8.9M in revenue in 2022

Average website traffic increase by 30%

Average website traffic increase by 30%

Decreased checkout bounce rate by 20%

Decreased checkout bounce rate by 20%

Tools

Figma, Microsoft Clarity, Taiga & Google Forms.

Figma, Microsoft Clarity, Taiga & Google Forms.

Research &

Research &

Discovery

Discovery

Research & Discovery

RESEARCH

To gather insights into user preferences and behaviors, I conducted user surveys targeting soccer club fans, interviews with avid supporters, and analyzed competitor e-commerce platforms.


Fans desired a seamless shopping experience with easy navigation. Mobile accessibility was crucial for Matchday merchandise purchases. The existing store's design needed the club's identity and cohesion.

To gather insights into user preferences and behaviors, I conducted user surveys targeting soccer club fans, interviews with avid supporters, and analyzed competitor e-commerce platforms.


Fans desired a seamless shopping experience with easy navigation. Mobile accessibility was crucial for Matchday merchandise purchases. The existing store's design needed the club's identity and cohesion.

Game day was the best time to conduct user surveys.

Game day was the best time to conduct user surveys.

The old site failed to convey a modern and updated version of the brand and lacked features

The old site failed to convey a modern and updated version of the brand and lacked features

Competitors' solutions don't focus on lifestyle clothing, lack shopping features, and don't present a clean and straightforward solution.

Competitors' solutions don't focus on lifestyle clothing, lack shopping features, and don't present a clean and straightforward solution.

User Personas

User

Personas

28 years

28 years

28 years

Soccer

Enthusiast

Sarah

Soccer

Enthusiast

Sarah

Soccer

Enthusiast

Sarah

Demographics

Female; Avid fan; Lives outside of Lisbon

Female; Avid fan; Lives outside of Lisbon

GOAL

Mobile-friendly shopping; Quick access to the latest merchandise; Easy checkout and robust delivery features

Mobile-friendly shopping; Quick access to the latest merchandise; Easy checkout and robust delivery features

52 years

52 years

52 years

Die

Hard

David

Die

Hard

David

Die

Hard

David

DEMOGRAPHIC

Male; Season ticket holder; Lives in Lisbon

Male; Season ticket holder; Lives in Lisbon

GOAL

Detailed product information; Loyalty rewards; Personalized experience; Easy navigation; Order pickup options

Detailed product information; Loyalty rewards; Personalized experience; Easy navigation; Order pickup options

SportingCP has 160k club members, so it

was easy to have a good insight regarding

our user's demographics right from the start.

SportingCP has 160k

club members, so it

was easy to have a

good insight regarding

our user's demographics

right from the start.

Ideation &

Ideation &

Conceptualization

Conceptualization

Conceptualization

Design Process

DESIGN PROCESS

To align with the soccer club's brand and user-centered design principles, I prioritized clarity, consistency, and accessibility. I also created user flows, wireframes, and prototypes for user feedback, including simplified navigation menus, quick-view product previews, and a responsive mobile layout.

To align with the soccer club's brand and user-centered design principles, I prioritized clarity, consistency, and accessibility. I also created user flows, wireframes, and prototypes for user feedback, including simplified navigation menus, quick-view product previews, and a responsive mobile layout.

Developing user flows enabled us to grasp our priorities and ascertain the most crucial features for the end user.

Developing user flows enabled us to grasp our priorities and ascertain the most crucial features for the end user.

For more brand cohesiveness, I chose white and green as primary colors and DIN Pro for the font, which is the official branding font.

For more brand cohesiveness, I chose white and green as primary colors and DIN Pro for the font, which is the official branding font.

Created user flows that helped align with the stakeholders and correctly structure the app.

Created user flows that helped align with the stakeholders and correctly structure the app.

Created prototypes to preview features like quick shop and quick preview.

Created prototypes to preview features like quick shop and quick preview.

User Testing

User Testing

& Feedback

& Feedback

User Testing

user testing

I conducted usability tests to ensure the design met user needs, gathered feedback from soccer club fans, and analyzed heatmaps and recordings from Microsoft Clarity. Positive feedback was received for the cleaner, more intuitive design, enhanced mobile experience, and increased conversion rates.

I conducted usability tests to ensure the design met user needs, gathered feedback from soccer club fans, and analyzed heatmaps and recordings from Microsoft Clarity. Positive feedback was received for the cleaner, more intuitive design, enhanced mobile experience, and increased conversion rates.

The final

The final

The final

Design Solution

Design Solution

Impact

Impact

& Results

& Results

Design Process

results

  • A 30% increase in website traffic within the first two months.

  • A 70% boost in merchandise sales that contributed a record 8.9M in merchandise revenue.

  • Positive feedback from fans, indicating improved satisfaction and engagement.

  • A 30% increase in website traffic within the first two months.


  • A 70% boost in merchandise sales that contributed a record 8.9M in merchandise revenue.


  • Positive feedback from fans, indicating improved satisfaction and engagement.

Lessons learned

Lessons learned

& Conclusion

& Conclusion

Conclusion

Conclusion

The online apparel shop for the football team now functions as a center for fans to link with their enthusiasm, acquire merchandise, and interact with club resources. This undertaking demonstrates the beneficial influence of an implemented UX/UI design approach.


Reflecting on this project, I learned the importance of ongoing user feedback and iterative design. Keeping the user at the center of the design process was crucial to its success.

The online apparel shop for the football team now functions as a center for fans to link with their enthusiasm, acquire merchandise, and interact with club resources. This undertaking demonstrates the beneficial influence of an implemented UX/UI design approach.


Reflecting on this project, I learned the importance of ongoing user feedback and iterative design. Keeping the user at the center of the design process was crucial to its success.