New beginnings for a pillar in the hockey community

Big Stick Custom Jerseys underwent immense change when the original owner transferred 49% ownership to three dedicated staff members. However, right after finalizing the deal, the pandemic hit, halting supplies, sending staff home, and pausing the entire business.

At the time, the website was lacking mobile compatibility in 2021, forcing users to sift through nearly 900 jerseys in a single column grid. Despite this, I quickly discovered that 62% of users were on mobile devices, highlighting a critical area for improvement.

Building upon the earlier findings, it becamev evident why conversions took place primarily on desktop, mobile users often forced into multiple sessions.

Suggesting a site redesign sparked significant conflict due to the company's financial strain from the pandemic. I discovered that the site's content and information architecture were outdated, unchanged since the early 2000s, despite a recent superficial update by a contract web designer.

Facing this, along with the challenge of essentially creating a new role for myself, I tackled the issue by crafting and presenting a comprehensive 12-page competitive audit, highlighting our competitors' strengths and weaknesses, to make a compelling case for the redesign.

Facing tight timelines and budget constraints, I honed in on competitive audits and secondary research for ideation, complemented by primary research through staff interviews, leveraging their insights as avid hockey players and potential customers.

The project's turning point occurred during a pivotal meeting at a local pub, where the team, convinced by my comprehensive presentation, recognized the redesign as a strategic move to capitalize on the anticipated post-pandemic demand surge.

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Initially met with resistance, the project's pivotal moment came when I identified the need to transform the site into a mobile-friendly platform and overhaul its information architecture to better serve our hockey-savvy clientele.

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My breakthrough emerged from synthesizing staff conversations and online jersey discussions, leading to a new design philosophy: 'Thinking like a hockey coach.' This shift reimagined the site's structure to reflect locker room talks, categorizing jerseys by team associations rather than standard SKUs, aligning with how our customers think and communicate.

Initially unfamiliar with usability testing, I recognized the importance of iteration for project success. I actively sought feedback on the designs from staff and my hockey-playing peers, using their insights to refine and evolve the project's direction.

This collaborative approach ensured that the redesign stayed aligned with the users' needs and preferences, guiding the development process effectively.

Following the website's launch, I organized group training sessions to familiarize the team with its functionalities. During these sessions, I demonstrated updating and editing site information, altering product details, and removing old product listings. The primary goal of these meetings was to facilitate a smooth transition for the sales team, given that the website serves as their primary sales tool.

Just 60 days after launching, the site boasted a 7% conversion rate. Without historical data from Google Analytics, we measured success traditionally: our shelves stayed full, signaling a shift in sales dynamics.