Winter Sports eCommerce Platform
Levelninesports set out to improve product discoverability and increase conversion across a broad and complex e-commerce catalogue. They needed more than visual updates — they needed a streamlined structure that made it easier for users to navigate, explore, and purchase.
Challenge
Level Nine Sports have a broad and technical product catalogue, but the platform’s Information Architecture made it difficult for users to navigate products and understand category relationships. Poor discoverability created friction throughout the shopping journey and contributed to cart abandonment. The existing structure made it harder for users to compare products, move through purchase flows, and complete transactions efficiently. A clearer and more intuitive structure was needed to improve usability and support conversion.
Solution
I redesigned product categorisation and navigation, introducing clear hierarchies and improved pathways for product discovery. I looked at funnel optimisation and improvements to purchase flows and other key touchpoints to reduce friction and improve conversion. I redesigned the checkout experience and introduced a structured step-based checkout flow to improve clarity, reduce cognitive load, and build trust. I tested wireframes and prototypes to validate purchase journeys and optimise flow efficiency. I talked with users and stakeholders to ensure navigation and conversion improvements aligned with business goals and customer expectations.
Impact & Results
Improved conversion rates by reducing friction in browsing and checkout flows. Better Discoverability through enhanced product navigation and filtering to support faster product discovery. Reduced Drop-Offs and improved purchase flow clarity and reduced checkout abandonment. Stronger Retention and increased returning user rates through a smoother and more intuitive shopping experience.