Slazenger’s Digital Transformation
Overview
Following Slazenger’s 2022 rebrand, its e-commerce experience no longer reflected the brand’s updated identity or supported customers effectively, particularly on mobile.
Navigation was difficult to use, product discovery lacked clarity and the website remained closely associated with the wider Sports Direct ecosystem.
Role
As Design Lead, I led the end-to-end UX/UI redesign, using research and performance data to define the experience and design priorities.
I worked across navigation, key shopping journeys and responsive UI, while establishing Slazenger’s first atomic design system in collaboration with development, marketing and cross-functional teams.
Impact
The redesign introduced a clearer mobile-first experience, simplified navigation and more consistent foundations across key pages.
Following launch, monthly users increased by 389%, from 49,717 to 242,945, while bounce rate decreased by 11.1%.
UX Process
The project followed a structured 5D UX Process:
Main pain points
Difficult Product Discovery
Cluttered Layout
Overwhelming navigation
Brand Identity Misalignment
No Design System in place
Key design solutions
Modern, Clean UI & Branding Refresh
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Simplified layout with more spacing and better readability
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Slazenger Yellow highlights to reinforce branding consistency
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Updated iconography for a modern, premium feel
Improved Navigation & Search
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Mega Menu update, reorganizing categories by sport instead of gender
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Enhanced search functionality for better product discovery
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Clearer category structuring with sections for clothing, footwear, accessories, and sports
Mobile-First Optimisation
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Faster load times and performance improvements
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Mobile-friendly navigation and checkout experience
Enhanced Brand Identity & Content
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"We Are Slazenger" section was planned but canceled due to content and licensing limitations
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Dedicated Collaborations Page to highlight partnerships and brand collaborations
Checkout & Footer Enhancements
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Simplified checkout steps for a smoother user journey
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Footer redesign with more structured, relevant links and updated payment icons
Results & impact
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Enhanced Brand Alignment: The new design reflects Slazenger’s modernised identity while preserving its sporting heritage.
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Improved Navigation & Product Discovery: The intuitive mega menu and PLP enhancements make browsing easier.
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Stronger Visual Consistency: The atomic design system ensures a cohesive and scalable UI across all pages.
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Optimised Mobile Experience: A mobile-first approach enhances usability on all devices.
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The redesign drove a +389% lift in traffic, reduced bounce rate by 11.1%, and streamlined user journeys, delivering faster, more efficient browsing across devices.
Next steps
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Personalisation Features: Implement dynamic content tailored to returning users.
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Enhanced Brand Storytelling: Further integrate video and interactive content.
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Iterative Updates: Maintain engagement through regular improvements based on analytics insights.
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Areas to monitor: Engagement depth (pages/session, session duration) dipped. Worth investigating whether journeys are now more efficient or if users aren’t exploring enough post‑redesign.
Conclusion
The Slazenger website redesign successfully transformed an outdated eCommerce platform into a modern, brand-aligned experience.
By focusing on UX enhancements, product discovery, and a mobile-first approach, we strengthened the brand’s digital presence and created a seamless shopping experience.