Project Duration: 2 weeks Role: Web Designer Tools: Figma, Adobe Photoshop

Role and Responsibilities: As the lead UX/UI product designer, I worked on the redesign of the Sun & Sand Sports website, a major sports retailer in the Middle East. The goal was to create an engaging, seamless, and conversion-focused e-commerce experience tailored to active lifestyles while addressing key pain points in navigation, product discovery, and checkout processes.

In collaboration with Sun & Sand Sports, I took on the role of Senior UX/UI Designer to redesign their e-commerce platform, catering to sports and fitness enthusiasts across the Middle East.

Utilizing tools like Figma, Google Analytics, and Hotjar, I focused on creating a seamless shopping experience by addressing pain points in navigation, mobile usability, and checkout efficiency.

The revamped Sun & Sand Sports website aims to inspire and empower users by delivering a dynamic, user-friendly platform that aligns with their active lifestyles while enhancing convenience and satisfaction.

The client sought a complete redesign to transform their e-commerce platform into a seamless, user-friendly experience by resolving poor navigation, lack of mobile optimization, and low user engagement.

Complex Navigation: Users faced challenges in locating desired products due to unclear menus and an inefficient search experience.

Lack of Mobile Optimization: The platform struggled to deliver a seamless shopping experience on mobile devices, leading to user frustration.

High Cart Abandonment Rates: A complicated and lengthy checkout process discouraged users from completing their purchases.

User Research and Personas Research shopper needs and pain points. Create personas for casual browsers, fitness fans, and deal-seekers.

Intuitive User Interface and Experience Design a mobile-friendly interface to simplify product discovery, enable quick navigation, and reduce friction.

Advanced Search and Filtering Capabilities Implement a search system with filters for category, price, brand, size, availability, and ratings.

Streamlined Checkout Process Develop a smooth checkout with quick cart review, guest options, multiple payments, and minimal steps.

Mobile Optimization Ensure mobile optimization with responsive layouts, touch-friendly interactions, and faster loading times.

Personalized User Engagement Integrate wish lists, personalized recommendations, and promo alerts to boost engagement and repeat visits.

In the Discovery phase, I focused on understanding the challenges and opportunities in the e-commerce shopping experience. I identified key stakeholders, including casual shoppers, fitness enthusiasts, and deal-seekers, to gain insights into their needs, frustrations, and expectations when navigating the platform, searching for products, and completing purchases.

I employed a multi-faceted research approach to gather insights

User Interviews and Surveys: I interviewed and surveyed customers to identify pain points and expectations in shopping for sports gear, focusing on product filtering and checkout preferences.

Competitive Analysis: I analyzed competitors’ websites to uncover strengths, weaknesses, and opportunities for differentiation, particularly in navigation and mobile optimization.

Expert Consultations: I consulted with Sun & Sand Sports stakeholders to align the design with business goals and seasonal trends, ensuring it met both user and company needs.

Data Analysis: I reviewed website analytics to understand user behavior, focusing on conversion rates and user flow to prioritize improvements in the shopping experience.

Here is a description of my user persona.

Here’s how users responded to my questions, providing valuable feedback for gathering insights.

Namshi and Farfetch are major competitors, offering a wide range of fashion and sportswear with a focus on seamless online shopping experiences and global delivery.

Here is supplementary industry research sourced from Statista.

In the wireframing phase, I focused on establishing a clear structural layout for the Sun & Sand Sports website to ensure a seamless and intuitive user experience.

By creating low-fidelity wireframes, I mapped out key pages, including product listings, filters, and the checkout flow, ensuring smooth navigation and accessibility.

This process involved defining essential elements like product categories, search features, and the shopping cart to create a solid foundation for further design iterations and development.

My solution was to design a visually engaging, user-friendly website with a focus on seamless navigation, intuitive product discovery, and an optimized checkout experience. The design balances aesthetics with functionality, ensuring that users can easily browse sports gear, filter products by category, and complete their purchase with minimal effort. Key UX/UI features included:

Streamlined Navigation: Introduced a mega menu with categorized filters, predictive search, and personalized product recommendations to enhance discoverability.

Mobile-First Design: Designed for optimal usability on smartphones, ensuring easy browsing, scrolling, and interaction.

Dynamic Content: Featured promotions, top picks, and a fitness blog to inspire and retain shoppers.

The redesigned Sun & Sand Sports website led to a notable increase in user engagement and conversion rates. Key performance indicators revealed higher customer retention, improved product discovery, and a smoother checkout process.

Positive user feedback highlighted the site’s ease of navigation and enhanced shopping experience. The user-centered design approach simplified the browsing and purchasing journey, encouraging customers to explore more products and complete transactions with ease.

Sun & Sand Sports demonstrates the powerful impact of effective UX/UI design in e-commerce, providing a seamless, enjoyable shopping experience that drives both user satisfaction and business growth.

Enhanced User Feedback Collection: Implement in-depth surveys and feedback tools to gather insights on the overall user experience, identifying potential pain points and areas for enhancement.

A/B Testing of New Features: Conduct A/B testing on key design elements, such as product filters or checkout process variations, to ensure continuous improvement based on user preferences and behaviors.

Personalization Features: Introduce personalized product recommendations and dynamic content based on user behavior, increasing engagement and encouraging repeat purchases.

Mobile Optimization: Continue refining the mobile experience to ensure a smooth, responsive, and user-friendly interface across various devices, especially for on-the-go shoppers.

Performance Monitoring: Regularly analyze site performance, including load times and transaction speeds, to ensure a seamless and quick shopping experience for all users.