For the final project of my UX/UI bootcamp at Ironhack Lisbon I was given the freedom to create a digital solution for a company of my choosing, from UX research to a deliverable MVP.

My client, Opie's Sporting Goods is a fledgling E-Commerce business based in my hometown of Denver, CO. They sell sporting goods, specifically for the ski & snowboard industry. A truly local business with a lot of heart, they needed not only an online presence but a brand identity. From competitor analysis, to lean UX processes, research, rapid wireframing & prototyping, and lots of iterating I developed a polished E-Commerce UI with their user at the forefront.

The brief

The problem

While Opie's Sporting Goods came to me with a concept and they had the product line, a very large task loomed ahead. Not only would we need a sellable interface, they needed to find a way to differentiate themselves in a crowded market. In order to do this I would need to alleviate common E-Commerce user pains from the get go. I would also need to design a user-minded subscription interaction that would ensure customer loyalty retention.


Completed this design sprint solo over 2 weeks.

Tools Used

  • User Research

  • Empathy Map

  • User Stories

  • User Journey's

  • Competitor Analysis

  • Value Proposition

  • Sitemapping

  • Rapid Lo & Mid-Fi Prototyping

  • Mood Board & Style Tile

  • Logo Design & Branding

  • User Testing

  • High Fidelity Prototype

The Process

Client Objective


How might we create an E-commerce platform that makes the customer journey from landing to purchasing simple and effective?


How might we create an onboarding process for Opie's Sporting Goods that will retain user's loyalty to the brand?


I used multiple research methods to dig deep into the minds of users, and identify key pain points in the minds of online shoppers and subscribers. I first compiled already researched data on E-Commerce, then performed a 60 person survey, then interviewed 5 industry regular buyers.

Swipe for Insights


Through the use of empathy mapping, user stories and journeys, and a main user persona I could move closer to creating a user centric experience and interface.


User Persona

Adam, 33

  • Teacher who just moved to Denver and is excited to pick up snowboarding

  • HATES: Overwhelming websites, spending a lot of time online shopping, being bombarded with marketing emails

  • LOVES: Shopping local, fast shipping, getting to the point, and spending as little money as possible so he has more for Apres beers!

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With our users pains and gains, as well as identity understood and at the forefront of my process I defined what we were going to bring to the table and how.

Competitor Analysis

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Competitor analysis showed my client lies in a sweet spot, where we were the only affordable local retailer.


Local Personability

Brand Attributes & Value




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Rapid Lo and Mid Fidelity prototype testing feedback was that it was usable, easy to follow, and how users would expect to see an e-commerce website of the sort. All good things!

Visual Identity

Knowing that the UX foundation was strong I jumped into establishing the brands visual culture. Adobe Illustrator was used to design the logo, and inspiration was taken from other iconic snow sport brands, with a twist of Opie style.

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Hi-Fidelity Prototype

The final iteration tested smashingly with users and the client, feedback was overwhelmingly positive. All found it to be highly usable, and minimalistic in a unique way. The addition of the customizable subscription service was found to be an ideal solution. An MVLP was achieved!

Key Takeaways

  • Qualitative user insights is everything! The customizable subscription service came straight from an interview.

  • Clean, minimal aesthetics make all the difference for a smooth shopping experience as not to overwhelm the users objectives.

  • Consistency in design is of the utmost importance, and users will notice inconsistencies quickly in testing.

Thanks for diving into E-Commerce with me, look out for Opie's Sporting Goods Shopify launch soon!

See also:

Editorial Design

Mobile Redesign