Context

Schupbach’s Sporting Goods needed a dependable digital home for products and expertise after social platforms repeatedly removed inventory posts and limited their reach.

My role

I led the website strategy, information architecture, UX direction, visual design, and no-code implementation approach for a more resilient online presence.

Constraints

The site needed to communicate trust, support regulated product categories, and make inventory easier to understand without relying on fragile third-party feeds.

Research insights

Customers were not just browsing products — they were looking for confidence, availability, and a local expert they could trust before visiting the store.

Three solution decisions

• Create a clear product browsing structure that explains categories before asking shoppers to act.

• Position the business as a knowledgeable local retailer, not just an inventory list.

• Design content patterns the team could maintain as products, seasons, and platform rules changed.

Outcomes

The redesigned site launched in July 2025 with a stronger owned-media foundation. Performance metrics are still being collected and will be added once available.

What I learned

For businesses operating in constrained categories, design has to reduce platform dependency as much as it improves the interface. The website becomes infrastructure.