Shot Scope
791 Pages, 7 Regional Websites, 4 Months
Responsibilities
UX/UI, Web Design, No-Code Development
Timeline
4 Months
Platform
Web
The challenge
Our team set out to rebuild the Shot Scope website to enhance scalability, improve user experience, and boost conversion. The project spanned 791 pages across 7 regional websites.
set up the site in a more effective & scalable manner?
HMW:
optimise workflows and content management?
HMW:
improve the customer experience & boost conversion?
HMW:
Status quo
Each regional website had gradually become inconsistent and outdated over time. Updating content on the existing setup was complex and time-consuming, creating a bottleneck that limited the website's potential and effectiveness.
The team
The project was executed by a small but efficient team: a sole developer, an e-commerce manager, and myself as the sole web designer.
Product detail pages
I created new product details pages (PDPs) for all products. I utilised user and sales data from the new PDP design we had launched 6 months prior
I made two key improvements to the new PDPs. The first was repositioning the product details closer to the buy section, as research showed this section was highly interacted with despite being near the bottom of the page. The second was utilising an accordion design pattern instead of the outdated tabs design the website had before.
Additionally, I introduced an App USP section, showcasing key app features with interactive cards for deeper engagement.
The pages were designed with dynamic product data that could be updated in the backend by anyone in the team, reducing the reliance on development.
Category pages
I created 7 category pages for each product category. Templates featured review videos from popular golf channels, product comparison tables, and FAQs to enhance user engagement and decision-making.
Discover
I designed the new Discover section to provide users with easy access to a range of valuable content, from helpful resources like free eBooks, to pages communicating key features within the Shot Scope ecosystem.
Global navigation
I prioritised the shopping experience in the newly designed global navigation. I did this by splitting out product categories in the first level of the navigation. This allowed users to navigate straight to PDPs via the navigation (previously users had to go to a category first).
The mobile navigation was also revamped with a full-screen pop-up menu, offering a more modern, intuitive and visually appealing experience. I also implemented a minimum touch target size of 44px to ensure the mobile navigation was accessible.
Final result
After testing the website internally and debugging, we came to the final iteration of the website. We implemented a more focused shopping experience, consistency across the whole site with one unified design system, and an experience fully optimised for all devices.
Impact
We launched the revamped website within our tight 4-month timeframe, in time for the start of the golf season.
The website is now set up for scalability, with a streamlined content management process — not governed by one person. I also eradicated the visual inconsistencies that built up over time, bringing a more unified aesthetic and feel to the website.
Learnings
One key takeaway from this project was my firsthand experience of Murphy's Law — if something can go wrong, it will go wrong.
The team and I encountered several technical challenges during this project. Yet, each obstacle reinforced the importance of creativity, problem-solving, and adaptability. By utilising these skills I was able find solutions, compromise where necessary, and keep the project moving forward.
