2015 Sports Authority is one of the leading full-line sporting goods retailers in the United States—the active family’s destination for footwear, apparel, fitness accessories, team sports and outdoor recreation.

When asked to lead digital experience strategy at TSA, I was excited by the opportunity to modernize their legacy eCommerce offerings. The existing 2014 site was a variant of the original 2002 layout, designed for 800x600 screens with a content width of just 780px. After finding that 88% of traffic and 93% of revenue was generated by customers with screens 1280px and wider, we saw an opportunity to create a more compelling presentation by utilizing the available space as well as align the brand strategy across all breakpoints including mobile and tablet. Guided by careful research, our strategy had us focus on maintaining the overall brand theme while prioritizing the most used and business-driving features to lift KPIs across all touchpoints.

2015 Sports Authority is one of the leading full-line sporting goods retailers in the United States—the active family’s destination for footwear, apparel, fitness accessories, team sports and outdoor recreation.

When performing an initial audit of the Sports Authority site, we formed a hypothesis that the checkout flow was excessively promotional, distracting to visitors, and causing cart abandonment. Net Promoter buyer quotes verified our observations:

“Checkout was noisy and complicated.”

“After entering my card information I thought my purchase was completed”

“I recall entering all my information and the total however I must have missed that tiny button In 'review' that says submit order.”

Our chosen customer experience strategy was to test the streamlining of all elements of the customer journey in checkout. As the "Review Step" was possible to be perceived as the “Receipt Step” and customers might leave before finishing their purchase, we paid careful attention to make clear when the transaction would take place. Our efforts resulting in a -9.7% drop in cart abandonment and a 70bps lift in conversion rate.

2015 Sports Authority is one of the leading full-line sporting goods retailers in the United States—the active family’s destination for footwear, apparel, fitness accessories, team sports and outdoor recreation.

Due to known benefits of having customers within a rewards program, one of our initiatives was to enhance and simplify online attachments to ensure new visitors were becoming members and earning points.

After researching customer behavior, we found that 86% were proceeding through guest checkout. I therefore lead a targeted design strategy to streamline the steps necessary for customers to receive the benefits of membership.

See the inline notes below to see specifics of how we achieve the 70% lift in attachement rate.

3Cinteractive is a mobile platform company with a strong focus on consumer engagement and a next-generation approach to mobile solutions. Their challenge was a need to showcase expertise connecting mobile to business results and their Switchblade platform’s multichannel capabilities—including SMS and MMS messaging, mobile coupons, mobile wallet, mobile web, location based services and more. The solution was to coordinate with their marketing leadership to build upon their existing brand and prior website design to convey a cutting-edge look-and-feel and deliver impactful messaging to provide key differentiation from superior competitor offerings.

Fitannica was born in January 2007 to address the gap created by existing fitness websites whose focus is around products and supplements rather than user goals and interests. The Company realizes, in the fitness community, while supplements consumers use will change the goals consumers strive toward do not. By fostering the connections between enthusiasts and professionals first, Fitannica builds a community upon this much stronger foundation and establishes long term social connections, knowledge and resources.