Periscope Island
Periscope Island
SPORTING CP OFFICIAL SToRE
SPORTING CP OFFICIAL SToRE
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.
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
Ideation &
Ideation &
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
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.