Innovasport is one of the top premium sporting goods retailers in Mexico and is at the forefront of the changing sport landscape in the country. Our redesign launched in 2020.
The Ask
Lead the digital transformation of Innovasport & Innvictus across all consumer touchpoints to create the best commerce experience in the world.
The Strategy
Create a consumer-centered ecosystem that accelerates the evolution of the sport landscape and ignites change in athletes through the power of sport.
I was involved with the project from the beginning of the discovery phase and helped concept ideas for the new digital ecosystem and created assets for user testing and validation. In the website design phase, I was responsible for crafting the new visual direction for the Innovasport and Innvictus websites and redesigning the entire consumer journey from the product detail pages and landing pages, to cart, wishlist, and checkout.
Original Website Design
Initial Moodboards
Redesign
Product Detail Page
We wanted to help Innovasport do a better job at showcasing their products in a premium way. We simplified the amount of product information at the top of the page and tucked it into a robust Buy Tools dropdown menu at the top of the page.
Product Gridwall
The gridwall was another area that needed to feel more premium and easy to use. The existing filters were hard to navigate and product cards were covered in promotional tags. We streamlined the tag system and created header banners for curated gridwalls.
Landing Pages
The current Innovasport website does not have any landing pages. We created content strategies for the home page and primary and secondary landing pages and a comprehensive module library. The new system allows for better storytelling, campaign features, discount promotions, event awareness, and upselling/cross-selling products.
Landing Page Content Modules
Cart
We improved the current cart page by adding access to the user’s Wishlist and recommended products. We streamlined the promo code, gift card, and cashback fields and re-designed the whole purchase flow to include omnichannel fulfillment methods.
