Lacrosse Unlimited serves a passionate community of athletes, from youth players to seasoned professionals. The redesign needed to honor this diverse audience while creating a shopping experience that was both inspiring and efficient. Through careful research and strategic design decisions, we created an interface that celebrated the sport's energy while making it effortless to find and purchase the right equipment.The project required balancing multiple priorities: showcasing products effectively, supporting various customer journeys, maintaining fast performance, and expressing the brand's unique personality. By establishing a flexible design system and prioritizing user needs at every step, we delivered an eCommerce experience that elevated the brand while driving measurable business results.