Calvin & Son's Sporting Goods

The Problem

Reimagining information architecture for a local sporting goods store entering the e-commerce space.

Competitive & Comparative Analysis

Initial research found that there were four main e-commerce sites in the sporting goods space: Amazon, Walmart, Dick's Sporting Goods, and Nike.

I leaned heavily on Dicks Sporting Goods in particular and how they laid out their information on their website as it served as the closest competitor to what Calvin & Son's offers with their product lines.

Card Sorting & Site Mapping

12 participants for card sorting a variety of sporting goods as they would expect to see them online. Site mapping was based on analysis of competitors in the sporting good space (primarily Dick's Sporting Goods) in addition to insights from participant card sorting.

Identifying the Challenge

Jumping into the digital world was no small feat for a local shop like C&S. Their challenge was creating a web experience that would offer a seamless shopping experience without the benefit of face to face interaction with customers.

How can we help create an online experience similar to what customers expect in store that aligns with C&S standards for service?

The Design Process

With a clear site map in mind and some background research on existing e-commerce sites, I was able to design a mid-fidelity website using Figma. Drawing upon competitor research and participants data from card sorting, I created a common flow of pages, which you can see below:

Next Steps

If given more time on this project, there are a few next steps I would look to focus on building upon:

• Putting Mid-Fidelity wireframes into usability testing to identify design flaws
• Building out further information architecture to support deeper levels of filtering products to build out more features within the website
• Further explore trends from card sorting and themes across other sporting goods e-commerce sites