Level Nine Sports
Levelninesports set out to improve product discoverability and increase conversion across a broad and complex e-commerce catalogue. They needed more than visual updates — they needed a streamlined structure that made it easier for users to navigate, explore, and purchase.
The Challenge
Level Nine Sports had a broad and technical product catalogue, but the platform’s Information Architecture made it difficult for users to navigate products and understand category relationships. Poor discoverability created friction throughout the shopping journey and contributed to cart abandonment. The existing structure made it harder for users to compare products, move through purchase flows, and complete transactions efficiently. A clearer and more intuitive structure was needed to improve usability and support conversion.
My Role
Senior Product Designer Led UX strategy and Information Architecture optimisation Owned the redesign of navigation and purchase flows Aligned UX improvements with business conversion goals Collaborated with business and development teams
What I did
IA Restructuring: Redesigned product categorisation and navigation, introducing clearer hierarchies and improved pathways for product discovery. Funnel Optimisation: Simplified browsing and purchase flows across key touchpoints to reduce friction and improve conversion. Checkout Redesign: Introduced a structured step-based checkout flow to improve clarity, reduce cognitive load, and build trust. Validation: Tested wireframes and prototypes to validate purchase journeys and optimise flow efficiency. UX Alignment: Ensured navigation and conversion improvements aligned with business goals and customer expectations.
Results & Impact
Increased Conversion: Improved conversion rates by reducing friction in browsing and checkout flows. Better Discoverability: Enhanced product navigation and filtering to support faster product discovery. Reduced Drop-Offs: Improved purchase flow clarity and reduced checkout abandonment. Stronger Retention: Increased returning user rates through a smoother and more intuitive shopping experience.
