Optimizing mobile digital experience
Ecommerce & retail
Academy Sports is a leading destination for sports and outdoor enthusiasts, offering a vast range of apparel, footwear, and gear. Known for its commitment to quality and affordability, the brand has built a strong presence both in physical retail and online shopping
Client
Academy Sports
Services
Visual Design
UX Design & Audit
Industries
Ecommerce
Retail
Date
March 2023
Context
Context
This project focused on identifying and addressing friction points in Academy Sports’ mobile web shopping experience. With declining traffic, lower AOV, and reduced repeat purchases, the brand needed a UX audit to uncover usability gaps and drive measurable improvements. I led the UX research and auditing process to enhance conversion, boost average order value, and improve customer retention—using tools like Figma, SimilarWeb, and analytics platforms
This project focused on identifying and addressing friction points in Academy Sports’ mobile web shopping experience. With declining traffic, lower AOV, and reduced repeat purchases, the brand needed a UX audit to uncover usability gaps and drive measurable improvements. I led the UX research and auditing process to enhance conversion, boost average order value, and improve customer retention—using tools like Figma, SimilarWeb, and analytics platforms
The problem
The problem
Declining traffic, lower AOV, and fewer repeat customers signalled friction in Academy Sports’ mobile shopping experience, prompting a UX audit for optimization.
Declining traffic, lower AOV, and fewer repeat customers signalled friction in Academy Sports’ mobile shopping experience, prompting a UX audit for optimization.
My role
My role
For Academy Sports, the focus was primarily on UX auditing and research rather than new design initiatives. Our goal was to identify usability gaps and optimize the shopping experience, particularly for Mobile Web channel, to improve Conversion, Increase average order value (AOV), and Improve customer retention.
For Academy Sports, the focus was primarily on UX auditing and research rather than new design initiatives. Our goal was to identify usability gaps and optimize the shopping experience, particularly for Mobile Web channel, to improve Conversion, Increase average order value (AOV), and Improve customer retention.
Who are the user's
Who are the user's
The primary users of Academy Sports + Outdoors' mobile web platform are shoppers looking for affordable yet high-quality sporting goods, outdoor gear, apparel, and accessories. They prioritize value and seek competitive pricing while making their purchases.
The primary users of Academy Sports + Outdoors' mobile web platform are shoppers looking for affordable yet high-quality sporting goods, outdoor gear, apparel, and accessories. They prioritize value and seek competitive pricing while making their purchases.
Setting the Stage
Setting the Stage
Why are we conducting this UX audit?
Why are we conducting this UX audit?
What specific problems are we trying to solve?
What specific problems are we trying to solve?
How do UX issues impact business metrics like conversion and retention?
How do UX issues impact business metrics like conversion and retention?
What does success look like for users and the business?
What does success look like for users and the business?
Who are the primary users affected by these challenges?
Who are the primary users affected by these challenges?
What is the scope of this audit?
What is the scope of this audit?
How do these UX issues impact customer loyalty?
How do these UX issues impact customer loyalty?
Are we losing customers to competitors due to a better experience?
Are we losing customers to competitors due to a better experience?
What pain points are preventing users from completing purchases?
What pain points are preventing users from completing purchases?
Insights & Numbers
Insights & Numbers
To validate our UX audit, we began analyzing Adobe and Google Analytics data. As we correlated the behavioral metrics with our observations, we found that the data strongly aligned with the UX issues we had identified.
To validate our UX audit, we began analyzing Adobe and Google Analytics data. As we correlated the behavioral metrics with our observations, we found that the data strongly aligned with the UX issues we had identified.
60%
Product Page bounce rate
2.3%
Conversion rate below industry standard
2.0%
user searches result in null
Expectation vs Experience
Expectation vs Experience
Product discovery
Product discovery
Product Page
Product Page
Product Listing Page
Product Listing Page
Final design
Final design
Armed with data-driven insights, we set out to transform Academy Sports’ Soft Goods mobile experience into a seamless, engaging, and conversion-friendly journey. The navigation was restructured to make product discovery effortless, while filters were refined to provide more relevant results. We streamlined the checkout process, eliminating unnecessary steps and integrating clearer CTAs and flexible payment options to reduce drop-offs.
Armed with data-driven insights, we set out to transform Academy Sports’ Soft Goods mobile experience into a seamless, engaging, and conversion-friendly journey. The navigation was restructured to make product discovery effortless, while filters were refined to provide more relevant results. We streamlined the checkout process, eliminating unnecessary steps and integrating clearer CTAs and flexible payment options to reduce drop-offs.
