The primary goal was to transition away from a third-party hosting platform to an intuitive, in-house solution, coinciding with CALIA’s fifth anniversary. A new chapter for CALIA meant a fresh, user-centered design approach that embraced expanded product lines, including a dedicated plus-size collection.
CALIA, originally hosted by a third-party platform under DICK’s Sporting Goods, required autonomy for enhanced agility and user experience personalization. The task at hand was to reconceptualize the information architecture to incorporate innovative features such as BOPIS (Buy Online Pick-up In Store) and improved plus-size collection visibility.
6 weeks
My Role: UX & Visual Designer
The Team:
Implementing agile methodologies, the team rapidly iterated on the designs, incorporating user feedback and leveraging data to inform decisions.
An initial assessment was made, collecting data on upcoming merchandise and analyzing market trends for plus-size activewear.
Targeted surveys were deployed to gain insights into customer preferences and to define the shopping behavior for athletic apparel.
A card sorting exercise was conducted with users to determine intuitive categorization, guiding the development of the new site structure.
Surveys helped refine the language used on the site, distinguishing between category names and filter options for an improved navigation experience.
Research data led to a user-focused taxonomy, carefully considering terms and categories such as ‘Plus Size.’
Prototyping explored various navigational structures, aiming for the most user-friendly interface for both desktop and mobile.
Interactive prototypes underwent usability testing to identify the most intuitive navigation system, considering both desktop and mobile responsiveness.
Post-launch metrics indicated a successful redesign with notable improvements:
The project demonstrated the significance of user-centered design, highlighting the ability to lead and implement changes that positively affect business performance.
The redesigned website has established a new benchmark for the fitness apparel online shopping experience, with plans for ongoing enhancements based on user engagement data.
With a proven track record of boosting engagement and conversions, I deliver user experiences that not only resonate with customers but also drive substantial business growth. Let’s create compelling, user-first designs that elevate your company’s bottom line.