UI/UX Design for Dick’s Sporting Goods

The UX design for showcasing available team merchandise and facilitating coordination between DSG representatives and purchasing stakeholders for schools and clubs.

Project completed while working for Buzzhoney as Creative Director.
Responsibilities: Persona Deck, User Journey Development, Layout + Design Concepts, Final Design Assets, Creative Direction

Overview

Project
With the growth of the Team Gear business, it was imperative to use technology to increase service to a surplus of customers, thus minimizing the reliance on sales representatives.

We focused on three sets of personas:
1. Athletic Directors/League Managers: These folks place regular orders throughout the year as each season comes up. They know exactly what they need to order and when.

2. Coaches/Parents: Both place multiple orders throughout a season as needs arise for new gear or equipment. They are always on the lookout for the latest and greatest merchandise.

3. Players/Fans/Corporate: This group places orders ad-hoc as occasions come up (state championships, pep rallies, etc). Corporations desire branded apparel for corporate outings and events.

We focused on three phases for the growth initative:
1. Sales Support: Provide high level, static information on the formulation, pre-commerce and commerce stages of the sales cycle. The website is a visually stunning destination that sells Dick’s Sporting Goods Group Sales for its knowledgeable local sales reps , top-of-the-line product selection and customization abilities.

2. Sales Destination: Supply detailed information on available products as well  as guides to assist with the formulation, pre-commerce and commerce stages. The customer has the ability to self-research and formulate decisions prior to purchasing through the sales rep.  

3. Sales Self-Service:  Incorporate user-generated content & dynamic recommendations.  This will put focus on the  commerce and post-commerce stage to encourage self-sufficient experience on site. 

Idea
Goals for the online destination were to increase awareness of the availability of styles and merchandise, streamline the customer experience (develop content that speaks to users throughout their purchasing path, moving them from awareness to conversion and maintaining the relationship post-commerce) and increase profitability (build a site that would serve as a destination for sales support, with a long-term goal of adapting the site to include tools and resources that would improve the conversion process — thus decreasing costs.)

Analysis
The website offered content at each stage of the influence loop and pushed users towards making actions, while raising awareness of DSG marketing initiatives. It became an educational tool and informed potential customers of the ordering process and ultimately increased the number of orders initiated via the prominent Contact Us form.

User Interface Design
The design was heavily branded featuring fantastic photography centered around the seven sports and availability of associated products, as well as fan wear and corporate merchandise. A main contact form was a prominent feature available throughout the pages, making it a highly effective method of connecting users with DSG Team Representatives.

Wrap

The team at Buzzhoney collaborated collectively on research around the use cases, copywriting, development, and the site architecture, I was heavily involved in those aspects since I was Creative Director. Working sessions with the team and meetings with the DSG Team Gear team kept me in the loop and I was able to contribute to the team effort, as well as make the necessary guidance on visual design and functionality decisions.

Case Studies: AltarTV | DSG Team Gear | Philips Sleep | Winnebago