Project
Purchase flow
Industry
DTC E-Comm: Apparel
Role
UX/UI Design Direction, Responsive Design, Prototyping, User Testing
Agency
TheLabNYC
Complexities
Multi-level structure (Club → Team → Player) with inconsistent naming conventions
Multiple entry points for finding uniforms
Confusing nomenclature across the site (“Team,” “Team Uniforms,” “Team Store”)
Limited scope — improvements focused specifically on the uniform ordering experience, not the whole site
Core Strategies
To help customers understand what to buy and rebuild customer trust, I streamlined the experience by simplifying steps, designing flexible dev-friendly components, and creating a distinct visual language to differentiate team uniforms from other site products.
Finding the kit.
I restructured initial search ux into two clear paths: by email sign in (primary) and by soccer club (secondary). A majority of customers had a direct link to buy the uniform, but if not, they could sign in to access it. For those without a link, searching by club name would guide them to the right team for uniforms and fanwear.
I also enhanced search results with visual cues (club logos) for faster recognition.
Search results with visual cues for faster recognition
A distinct design language
Inspired by professional sports trading cards and leveraging brand angles, I created a player card with an angled heading and consistent visual positions for all uniform variables.
Distinguish team uniforms as a unique category
Differentiate from other areas of the site
Create a visual cue tying products to players
Align to customer mental mode of player-focused shopping
I introduced a uniform status badge reinforcing the call to action
One-click convenience
Save customers time and reduce repetitive clicking
Multi-select
The whole kit could be added to cart with just one click. For optional items, selecting checkboxes would add items to cart all in one go.
Quick Sizing
To create effortless ordering and reduce friction, sizes could be selected all at once and be automatically applied to every item in the kit.
Cross-selling opportunities
Recommended products and team fan wear
Recommended and fan wear products had their own tab categories and were strategically populated in the right moments without distracting from the primary goal of order the uniform.
Takeaways
The redesigned experience made it easier to:
Find the correct uniform kit
Add multiple items quickly
Discover and add complementary products
This led to higher task completion, stronger cross-sell performance, and increased order value.
My key contributions:
1.
Designed for both primary and secondary revenue paths
2.
Introduced strategies to help add to cart quicker and more easily
3.
Established distinct UI visual patterns and dev-friendly components