Golf Wang Product Card Redesign
Necole Cayanan
Improving Golf Wang's conversion rate through a product card redesign
The brand had no problem gaining a hype following, converting it was a different story.
Golf Wang, the streetwear label created by Tyler, the Creator, is known for its rare, collectible-edge garments. While items are sold in flagship stores and at concerts, the website is the primary source of revenue.
Hidden pricing, no stock indicators, and almost no upfront product information made it too hard to commit.
Users weren't abandoning the site because they didn't want the product. The site just wasn't giving them what they needed to buy it.
My Role
User Research
UX Design
UI Design
Product Design
Deliverables
Competitive Analysis
User Interviews
Responsive Design
Prototypes
Project Type
Designlab Capstone Project
IMPACT
33%
User testing indicated a 33% boost in the website's 'Ease of Use' from my website redesign.
Watching real shoppers confirmed what the analysis suggested.
Four interviews with past Golf Wang customers turned assumptions into evidence. Observing where users paused, second-guessed, or gave up entirely made the friction tangible.
User Quotes
“I shouldn’t have to open each product just to check if a style is available or what the price is”
Smiling woman with curly hair adorned with flowers, wearing an orange and white striped shirt, standing with arms raised at an amusement park.
“Every item I wanted was out of stock and the browsing experience was too slow”
Person with long curly hair and glasses on head wearing an orange Deathworld t-shirt and black pants outdoors.
Priority Feature List
Display key products details
Clearly indicate unavailable items
Enhance product scannability
Responsive mobile design
After sketching low-fidelity and high-fidelity wireframes that included our priority features, I tested my designs with real users.
User Testing Results
The product card went from a dead end to a starting point. With the product cards rebuilt around what users needed, the path from browsing to checkout became significantly shorter. Less hunting, less guessing, less abandonment.
What I'm walking away with
Golf Wang's brand thrives on mystery and edge, but that energy was bleeding into the UX in ways that cost the business.
User-first thinking drives results, and concise and direct flow drives engagement.
Where the work can go next
The product card redesign addresses the most immediate drop-off point, but Golf Wang's biggest untapped asset is its editorial photography. A future redesign could bring that storytelling forward, giving new visitors a reason to explore before they ever reach the shop.
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Posted Jun 9, 2026
Redesigned Golf Wang's product page, improving conversion rates by 33%. Focused on user needs for better shopping experience.
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