champion
champion
As Associate Creative Director at Big Red Rooster/JLL, I led the transformation of Champion.com during their period of record growth. Despite this success, their existing site wasn't delivering on storytelling, user experience, and conversion rates. Our team reimagined the e-commerce experience to better connect with their "Future Champions" audience—social, confident, and youthful consumers who wanted deeper brand connections and ways to showcase their style, but were stuck with a purchase journey that required too many frustrating clicks. Refreshing this crucial brand asset was essential for maintaining relevance and driving continued growth.
← SLIDE →My creative strategy focused on strengthening brand storytelling, enhancing user experience, and improving conversion rates across all touchpoints.
Design & Brand Experience
By reimagining the homepage as a central shopping hub and creating passionate product storytelling throughout category pages, I transformed Champion's digital experience beyond mere utility into multiple engaging shopping paths.
Working with our brand team, I created a design system based on their "True Colors" retail vision, authentically connecting the brand with their youthful "Future Champions" audience.
UX Improvements
UX Improvements
I eliminated unnecessary friction points by redesigning product detail pages and creating a seamless checkout process with user-friendly tab navigation. My mobile experience revamp focused on faster cart access, improving the path to purchase while incorporating "Complete the Look" modules to increase average order value.
Marketing Enhancements
I developed a comprehensive guided selling ecosystem featuring a dynamic brand voice that resonated with Champion's "Future Champions" audience. By implementing social-style shoppable content and refreshing post-purchase email communications, I created consistent storytelling across all touchpoints in the customer journey.
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