How I Crafted a Mobile-First Shopping Experience for Millions of customers
Academy Sports + Outdoors wanted their website to be more than just a place to shop—it needed to serve everyone. With millions of customers relying on the platform to find gear for their next adventure, the goal was clear: create a seamless, mobile-friendly experience that worked for all users, regardless of their circumstances. To do this, we set out on an adventure of our own.
Discovery
Academy needed an eCommerce platform that worked for all users, no matter their situation or device. Through tree testing and card sorting, I found key gaps in how people navigated the site and completed purchases. By focusing on creating a smoother, more inclusive experience, we laid the foundation for a redesign that put their customers first.
Design
I partnered with product teams and designers to create a mobile-first platform that was intuitive and inclusive. Key changes included optimizing the Product Details Page to highlight product features, reviews, and clear CTAs, and simplifying navigation to accommodate a wide range of user needs. The designs were refined through user feedback to ensure the experience felt effortless for everyone.
Develop
The team brought the design to life on a scalable platform that could meet the needs of Academy’s diverse customer base. Every detail was approached with care, from creating a responsive layout to ensuring the site could be navigated and used by people in various situations. By the end, the platform met modern accessibility standards and empowered more users to shop with ease.
Learnings and review
- Significant increase in product page conversions after redesigning the shopping journey.
- Significant reduction in mobile checkout abandonment, improving overall sales.
- Delivered a fully ADA-compliant platform, making shopping accessible to all users.
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It’s like the website just gets me now—I can find what I need and check out without a hassle, even on my phone. They really thought of everything.
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Hi there!
Gibson Hall
Hi, I’m Gibson Hall — a creative strategist, web designer, and digital marketer based in Austin, TX. From boutiques and scale-ups to Fortune 500’s, I’ve helped over 50 organizations reach more customers online.