Redesigning The RedBull eCommerce Shopping Experience
Rebuilding the shopping experience around team-driven fan shopping to drive sales and retention.
Scope
I led the redesign of RedBull's US store shopping experience. The store sells team apparel and limited-edition releases but the site was underperforming their global site. I conducted a UX audit alongside the analytics team to pinpoint the issues, then redesigned the shopping journey end to end.
Role
Timeline
Product Designer
6 Month Retainer
Contributions
UX Research and Audit
UX and Visual Design
Design System Components
A/B Testing and Accessibility
Impact
49% increase in total sales
37% increase in returning customer rate
8% increase in average order value
Problem
One Disconnected Journey
Six Points Of Friction
Customers arrived from multiple entry points and hit the same issues. I found six underperforming areas, including weak discovery, heavy drop off, and cart abandonment. Together they were hurting conversions and retention.
Solution
Streamlining Discovery
To Checkout
I connected the key paths to purchase into one streamlined experience, resolving each friction point. Rebuilt with reusable components, optimized for conversion.
Data-Driven Search & Discovery
Prioritizing top search queries and best-seller analytics to power product recommendations across navigation and search.
Quick-Add Product Cards That Speed Up Checkout
Optimized with a scrollable image carousel and quick-add, the redesigned product cards help new and returning customers browse and check out faster.
Before
After
Product List Pages Built For Every Team
The data revealed fans wanted to shop by team. Redesigning the product list page with a visual team filter and dropdown helps fans quickly find products from their favorite teams.
Before
After
Custom Landing Pages Tailored To Each Fanbase
Built each team its own custom landing page featuring new arrivals, bestsellers, and athlete collections, personalized to fans using purchase data.
Gallery Browsing With Collection-Related Upsells
Redesigned the product detail page around an immersive gallery and product upsells to surface bestsellers and related items, lifting average order value and total sales.
Before
After
Mini Cart With Inline Editing And Best-Seller Upsells
Adding data-driven upsells, shipping incentives, and in-cart editing, lifting average order value and reducing cart abandonment with a smoother path to checkout.
Components And Accessibility Built For Scale
Aligned the design system to RedBull's global brand and built reusable components, with WCAG 2.0 accessibility to remove barriers to conversion.
Phased Rollout Validated By A/B Testing
Deployed in phases, A/B testing each new component against the existing experience and tracking sales, average order value, and returning customers. Early results validated the full rollout.
Impact
Reduced Friction, Higher Sales, Repeat Customers
49% increase in total sales
37% increase in returning customer rate
8% increase in average order value
Conclusion
US Store Becomes The New
Global Standard
By reducing friction points and streamlining the shopping journey, the US store outperformed expectations. The optimizations and components I designed were adopted by Red Bull's global team for their storefront.
