Everyone · Design Showcase

Overview & challenge

Seven brands,
in a store that had to feel like one.

Everyone is a multi-brand retailer selling footwear, apparel and accessories from Nike, Adidas, Columbia, CAT, Under Armour, Hush Puppies and Victoria's Secret. The scenario: a two-person design team — myself as Senior Product Designer and a Jr Designer — hired to redesign an outdated site that didn't reflect the brand or meet the needs of a diverse customer base.

Before opening Figma, I framed the brief as three open questions to the client: what does the current brand look like, what are the real user pains today, and what do the current conversion metrics say. Design starts with the right questions, not the first screen.

17h

Total time · Wed 2h, Sat 10h, Sun 5h

3

Team · Sr PD, Jr PD, PM

7+

Brands in catalog

2

Sprint weeks · Research + Ideation

My role as team lead

Organize.
Prioritize.
Uphold quality.

Distributed tasks between research, wireframes and UI. Ran quality checks on the Jr Designer's output against system standards while supporting their growth.

3

Discovery questions

Daily

10:30am syncs

Team plan · Two-week sprint

How I'd run the team:
two weeks, three roles, three client syncs.

With 17 hours of hands-on time, I planned the sprint the way I would lead it: a kickoff to assign tasks, a daily at 10:30 to unblock and re-prioritise, and two scoped weeks with one clear owner for every task.

PMProject manager Sr + JrBoth designers, with me leading JrJunior designer, reviewed by me Client sync

Week 1Research

Understand the site, the shopper and the market before drawing anything.

01
Existing data
- Kickoff · tasks assigned
- PM
  Site data
  Collect and analyse what the current site already tells us.
- Sr + Jr
  User research
  Market research, interviews and metrics on behaviour and needs.
02
Survey and flows
- PM
  Survey
  The main online shopping pains and what users expect.
- Sr + Jr
  User flows
  Detailed flowcharts of navigation and interaction on the site.
03
Benchmark and synthesis
- Jr
  Benchmark
  How comparable multi-brand stores solve the same problems.
- PM
  Survey results
  Read the answers and close the week with a clearer picture.
- Sr + Jr
  First wireframes
  Structure before style, on the flows we agreed.
04
Wireframes
- Jr
  Wireframes
  Layouts and design schemes for every defined flow.
- Client sync · wireframes

Week 2Ideation and validation

Turn the structure into a testable product, then let the test decide.

05
Visual design
- Sr + Jr
  Visual design
  Colour palette, typography and graphic style.
- Sr + Jr
  UI · main screens
  Home, the shopping flow, login and onboarding.
06
UI and prototype
- Sr + Jr
  UI · main screens
  Final pass on the screens.
- Client sync · UI
- Sr + Jr
  Test script
  Tasks for the current checkout and the filters.
- Sr + Jr
  Prototype
  High fidelity and interactive, close to the real experience.
07
Testing
- PM
  Test results
  Read the results and write the report.
- Sr + Jr
  Iteration
  Organise the main insights and change the designs.
08
Iteration and MVP
- Sr + Jr
  Iteration
  Last round of changes.
- Client sync · before the MVP
- Sr + Jr
  MVP sent
  The MVP goes to the client.

Kickoff

First meeting with the team, to assign every task to an owner.

Daily · 10:30

Three questions with the whole team: Progress? Blockages? Next steps.

Client syncs

Three check-ins: after the wireframes, after the UI and before the MVP goes out.

Project vision & strategy

Three main goals

UX · Conversion · Loyalty

Goal 01

Improve the User Experience

Design an intuitive, easy-to-navigate website with an efficient category structure and filters that let users find products fast.

Goal 02

Increase Conversions

Optimise the checkout process to reduce cart abandonment, simplifying steps and improving product information.

Goal 03

Reinforce Brand Loyalty

Convey trust and professionalism through modern design, excellent support and a transparent return policy.

Key elements of the redesign

Element 01

Modern & Attractive Design

Update the aesthetics to reflect the modernity and identity of Everyone, with a clean design and fonts that appeal to the target audience.

Element 02

Mobile Optimisation

A coherent version that looks amazing on mobile — since 70% of sales happen there.

Element 03

Intuitive Navigation

Revised flows and navigation accessible to all, with limited, simple steps. Filter section rethought from scratch.

Element 04

Detailed Product Content

Detailed descriptions, high-quality images and customer reviews to improve trust and purchasing decisions.

Element 05

Enhanced Customer Support

Live chat, email assistance and a comprehensive FAQ section to resolve queries efficiently.

Element 06

Security & Confidence

Security seals and visible trust certifications so users feel their data is protected during transactions.

Research & strategy · Benchmark

Competitive landscape

4 sports retailers analysed

Decathlon

Sports Direct

Stadium Goods

PS PRO

General trends in online sports shopping

+8-10%

Expected CAGR growth in the coming years.

Mobile first

A high % of users buy from mobile — critical to optimise that experience.

70%

Of users check reviews of other customers before purchasing.

69.8%

Online cart abandonment rates can reach this figure.

€50-150

Estimated average purchase ticket on sports sites.

14M

Sporting goods transactions in the first six months of last year alone.

25.1%

Sporting goods e-commerce growth to September 2023.

"Simplifying the checkout process can help reduce this number of abandoned purchases."

Proposal · Design direction

Design a trendy, clean
and usable website for Everyone.

Six principles anchored every screen decision — from the category grid down to the toast on an "add to bag" action.

01

Minimalist & Trendy

Neutral colours with touches of vibrant colour to highlight important elements.

02

Clear Typography

Modern, legible type — Inter — with different weights to prioritise information.

03

High-Quality Images

High-resolution product photography and styles that reflect fashion and sport function.

04

Intuitive Navigation

Clear, simple navigation with well-defined categories and an efficient search engine.

05

Filtering & Searching

Advanced filters to search by sport type, brand, price and more.

06

Interactivity

Hover effects, smooth animations and transitions that enhance the shopping experience.

Final UI · Home

Desktop · High fidelity

Hero → Catalog → Cross-sell → Footer

SCREEN 01 · Hero

Hero

"Take Your Running Further with Everyone"

Full-bleed lifestyle photography, single clear CTA and brand logo strip below the fold to build trust immediately.

SCREEN 02 · Catalog

Catalog

"Less than 50% OFF" — brand strip + product grid

Brand logos give instant multi-brand credibility. Cards keep name, gender, colour count and price scannable at a glance.

SCREEN 03 · Cross-sell

Cross-sell

"Dive into Sports. Find Your Game with Everyone"

Editorial photography per sport category drives discovery beyond the brand-first mental model.

SCREEN 04 · Loyalty

Loyalty

"Member Shop" — exclusive pricing grid

A second, denser grid rewards logged-in members — reinforcing the brand loyalty goal from the brief.

SCREEN 05 · Closing & Footer

Closing & footer

"It's Time to Go Further. Challenge Your Limits"

Bold outline wordmark as a closing statement, followed by a full-service footer: support, account, currency and social.

Design system · Product grid & cards

One product card,
from a 4-column grid to a 3-column sidebar.

The product card is the single most repeated component on Everyone. It had to adapt from a 4-column grid to a 3-column sidebar without losing hierarchy.

01 Product Card · Adaptable Grid

The same card renders cleanly whether it sits in a full-width catalog grid or a narrower filtered results column: name, gender, colour count and price stay legible at every size.

Less than 50% OFF · 4-column and 3-column grid

Catalog section with seven product cards: four across on the first row and three across on the second, each with a wishlist heart, name, gender, colour count and price

Wishlist heart Name + category Colour count Price

02 Category Cards · Sport Discovery

Full-bleed photography with a lower-left label (Tenis, Basketball, Crossfit) turns a text-based sport filter into a visual, tappable entry point.

Dive into Sports · 3-up category rail

Dive into Sports section with three photo cards labelled Tenis, Basketball and Crossfit, and a View all sports link

Full-bleed photo Bottom-left label Hover zoom

Core flow · Checkout

From PDP to confirmation

Final UI · 4 states

The bag stays a drawer,
so the shopper never leaves the page.

Product detail → bag → billing/shipping → payment. Reviews and social proof surface early on the PDP; the bag stays a lightweight drawer instead of a full page redirect, keeping the user in context all the way to confirmation.

State 01

Product Detail

Reviews · 4.7 based on 2300

State 02

Shipping Bag

Drawer overlay · keep shopping

State 03

Billing & Shipping

Rewards banner · Essentials upsell

State 04

Payment & Confirmation

Order number · email confirmation

Product detail

01

Nike Dunk Low Twist

Breadcrumbs, gallery, size selector and review highlights above the fold.

Add to bag

02

Shipping bag

Drawer keeps the PDP visible behind it — no full-page redirect breaking context.

Billing & shipping

03

Address & delivery

First-purchase rewards banner plus an Essentials upsell carousel beside the order summary.

Confirma

Order confirmed

04

"With love, Everyone team"

Payment method entry resolves into an order-confirmed modal with order number and next-step messaging.

Next steps · Filters

One open question:
which shape wins?

The filter section is the next thing to validate. Two structurally different directions were wireframed to be tested head-to-head rather than decided by opinion.

Next 01

Create both versions & test with users

Build the horizontal and vertical filter versions and understand which one performs better with real users.

Next 02

Launch an A/B test

Measure both final versions with real traffic and compare performance.

Next 03

Sync with the client

Show the results and define next steps together.

Horizontal versionFilter bar on top, results grid below

Vertical versionSticky sidebar with filter groups, results beside it

Learnings

Learning 01

Discovery questions beat assumptions

Framing the brief as branding, UX and metrics questions before designing surfaced real constraints the team would have otherwise guessed at.

Learning 02

Leading a Jr Designer is a design skill too

Distributing tasks by strength, running quality checks and supporting growth took as much intention as any screen decision.

Learning 03

Mobile-first isn't optional at 70%

With the majority of sales on mobile, every desktop decision was cross-checked against how it would collapse — filters especially.

The core principle

A multi-brand catalog only feels premium when the layer holding it together is invisible.

Nike, Adidas, Under Armour and Victoria's Secret each carry their own visual language. Everyone's job was never to compete with that — it was to give all of it one calm, trustworthy frame.

69.8%

Cart abandonment to solve for

70%

Sales on mobile

2

Filter directions to test

Design a trendy, cleanand usable website for Everyone.

One product card,from a 4-column grid to a 3-column sidebar.

Design a trendy, clean
and usable website for Everyone.

One product card,
from a 4-column grid to a 3-column sidebar.