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LACROSSE UNLIMITED · OCT 12, 2023
Award-Winning eCommerce Redesign
A modern shopping experience that strengthens a community-driven brand through intuitive navigation and commerce-first design.
OVERVIEW
A complete commerce redesign for a community-rooted lacrosse retailer. The work centered on navigation — a vast product taxonomy that was hard to traverse — and on bringing the brand's community energy into the digital experience.
# UI/UX# E-COMMERCE# COMMUNITY BRAND# INFORMATION ARCHITECTURE
Key
Improvements
A strategic, research-driven approach that prioritized user needs while building a scalable foundation for future growth.
- •Re-architected navigation that compressed a sprawling catalog into clear paths
- •Commerce-first product detail pages with clearer configuration and stock signals
- •Brand voice and imagery pushed forward to match the in-store community feel
- •Recognized with a Silver Davey Award for the redesign work
The catalog problem was the headline challenge — every category branched into specialty and youth lines that the old IA couldn't express. The new structure honored that depth without making customers work for it.
GALLERY
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