SportingLife.ca

Redesigned SportingLife.ca to support its repositioning as a premium active lifestyle brand — introducing a flexible UI system, refined product discovery, and curated editorial content. The refreshed experience elevated brand perception while improving usability across desktop and mobile.

Role: Art Direction, UX/UI
Creative Directors: Catherine Baird, Julie Stolberg
Art Directors: Yuko Brown, Iris Wu
Designers: Yuko Brown, Iris Wu
Copywriter: Julie Stolberg
Agency: Dashboard Communications
Client: Sporting Life
Year: 2012

After repositioning itself as a premium active lifestyle brand, Sporting Life was ready to bring its digital storefront up to speed. Our team was tasked with redesigning the eCommerce site’s UI while collaborating on a refreshed user experience — aligning visual appeal with function, and reinforcing the brand’s new positioning.

Homepage – Editorial and Immersive

The homepage was redesigned to feel more like a premium lifestyle magazine than a conventional storefront. Large themed image carousels showcased curated collections and seasonal campaigns, giving the brand a space to inspire as much as it sells. This approach helped set the tone for a more elevated, experience-driven eCommerce site.

Product Pages – Designed for Flexibility

Product pages were built to offer a quick, digestible view of each category. We created two layout options for the product detail pages to provide flexibility in merchandising — whether highlighting technical features or focusing on visual storytelling. This allowed the site to cater to both gear-heads and casual lifestyle shoppers alike.

Search – Simplified for Discovery

We rethought the search and filtering experience to better support exploration across overlapping categories like outdoor apparel, equipment, and urban wear. The result was a more intuitive and streamlined flow that made it easier for users to find exactly what they needed — fast.