DICK’S Sporting Goods (DSG) has a number of ecommerce web properties that the UI team was responsible for designing and producing. Due to the volume of products and stories required to appear on their homepages, the UI team had to find ways to balance the best user experience with the needs of the business. Through establishing more streamlined templates and a cleaner UI, the homepage became a place where customers could be served the most important business messages in a meaningful way. Over the course of 18 months, each homepage continued to iterate and improve performance. These improvements helped to drive ecommerce performance past $1 billion in sales per year.
DICK’S Sporting Goods Homepage
For DSG, the homepage had historically been set up to mimic an experience more akin to a newspaper tab. Each product or category often had its own design style in order to draw attention to it. The result was a somewhat confusing experience for the customer. While the performance of the homepage in 2016 was deemed adequate, there was certainly room for improvement. As you can see in the 2018 homepage image below, a holistic approach was taken. By simplifying the design of the page and allowing for a more clear delineation between products and categories, user experience improved.
The before and after takes place over the course of 18 months, and during that time the UI Design team worked closely with our UX partners, as well as our analytics teams, running countless to tests to understand what design elements were meaningful for customers while taking into account business needs.
Field & Stream Homepage
Field & Stream, a subsidiary of DSG, was another site that presented our team a number of opportunities to test new ways of approaching the homepage. Like DSG, the homepage was treated like a newspaper tab as late as 2016. So, we worked to create a more holistic experience that tied the different stories and product together, rather than treating each spot like its own banner ad competing for space. Again, through testing and close partnerships with different teams in the organization, we were able to help drive improved performance. The before and after below showcases holiday homepages from 2016 and 2017.
My role on this team
As the UI Design Manager, my responsibilities included leading the team of designers who worked on the homepages each week, fostering relationships with UX, analytics and business partners, and driving the iterative improvement strategy to grow online sales. While only a couple of homepage examples are displayed here, the UI Design team also had responsibilities in all other user interface elements of the websites owned by DSG. This included header and footer redesigns, ADA compliance, and many others.