LOCAL TIME
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online store offering sportwear from top global brands
E-COMMERCE
Marathon is a well-established platform that provides a wide range of high-quality clothing and gear from trusted brands like Jack Wolfskin, Asics, Puma, Adidas, and Nike. Whether it’s jackets, backpacks, trekking gear, or everyday activewear — the store serves both online shoppers across Ukraine and customers of its physical retail network. With a loyal user base and a strong product catalog, the platform had significant potential for improved performance through UX and conversion optimization.
Despite a strong assortment, the website’s buying journey was full of friction. Filters were confusing, product cards lacked clarity, and key actions were hidden or inconsistent. Users found it difficult to search by size, brand, or features — especially on mobile. The checkout flow included unnecessary steps and lacked visual feedback, leading to high cart abandonment. My goal was to redesign the experience with a CRO-first mindset — simplifying navigation, guiding decisions, and helping users convert faster.
I conducted a full UX and UI redesign with conversion optimization as the core priority. The filtering system was restructured to be contextual and intuitive — users could easily narrow results by category, size, brand, or promotion in a single tap. Product cards were cleaned up to highlight availability, shipping, and deals at a glance. The checkout flow was simplified into one linear, focused experience with minimal distractions and better return options to the cart.
For mobile, I created a responsive UI system with a prominent CTA, minimal form fields, and autofill features to reduce friction.
Additionally, I integrated social proof elements — real customer reviews, “popular item” badges, real-time purchase indicators, and brand trust cues — all designed to build credibility and increase decision-making confidence.
With a clean, conversion-focused interface and CRO-backed structure, the new design helped users find products faster, trust the site more, and complete purchases with less hesitation. This project demonstrates how strategic UX — grounded in behavioral psychology and data — can directly impact business outcomes. It also reinforces my approach as a UX designer: design not only for usability, but for measurable performance.
