SKINS
Rebuilding a performance brand for the digital era
The challenge
SKINS, the Australian sports compression brand, had a strong product but a digital presence that lagged behind the competition. Their traditional marketing approach didn’t fully leverage the opportunities of modern e-commerce, resulting in missed engagement and lower conversions.
The mission was clear: create a high-performing, mobile-first e-commerce experience that could reenergize the brand and drive sales.
My role
As the UX Designer on the project, I worked alongside the strategy team and an art director to redefine the online experience.
I led the UX process from research and concept definition to information architecture, wireframing, and prototyping. Ensuring that every decision supported a faster, smarter, and more inspiring shopping journey.
The approach
We anchored the new concept around three pillars: Drive. Educate. Inspire. We wanted to drive traffic through rich content, educate users with coaching and nutrition resources, and inspire them through athlete stories and next-gen product innovation.
Starting with a review of best practices and past test data, I rapidly prototyped key screens using Keynote and collaborated with the team to validate ideas early.
We streamlined the site architecture, redesigned key pages: home, category landing, and product detail. Introduced advanced features like filters, product ratings, and high-res zoom functionality to enhance the shopping experience and visual storytelling.
Outcome and impact
The redesigned platform delivered tangible results: comparing November 2014 to November 2015, revenue increased by 80% and the conversion rate improved by 60%.
The new mobile-first experience helped SKINS reconnect with its audience, elevate its brand perception, and significantly boost online sales.