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 sites.
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
The Shot Scope website had gradually become inconsistent and outdated over time. Updating the site on the existing setup was complex and time-consuming, creating a bottleneck that limited its potential and effectiveness.
The Team
The project was executed by a small but efficient team: a developer, an Ecommerce manager, and myself as the web designer.
Product Details Pages
I created new product details pages (PDPs) for all products. We had already launched a new page for the V5 GPS watch, and had 6 months of positive HotJar and sales data. A key improvement I made was repositioning the product details tabs closer to the buy section, as research showed this section was highly interacted with and important to users. Additionally, I introduced a Shot Scope 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 our developer.
Category Pages
I created 7 archive pages for each product category, using simpler templates for secondary categories like accessories, eBooks, and merchandise. For main categories, the templates featured review videos from popular golf channels, a product comparison table, and an FAQ section to enhance user engagement and decision-making.
Discover
We introduced the "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. "Discover" provides users with a centralised hub to explore what Shot Scope has to offer.
Global Navigation
We prioritised the shopping experience in the newly designed global navigation, by placing main product categories on the first level, reducing clicks to products by up to 50%. The mobile navigation was also revamped with a full-screen pop-up menu, offering a more modern, intuitive and visually appealing experience.
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 the 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. This new optimised workflow removes the reliance on a single developer for creating new pages and updating old content. The inconsistencies that had built up over time were also removed, bringing a more unified aesthetic and feel to the website.
The website has just launched, so whilst we don't yet have data on its impact on conversion rates, we will be actively monitoring performance metrics and plan to conduct user testing in the near future to gather insights and optimise the experience.
Learnings
One key takeaway from this project was how true Murphy's Law proved to be—if something can go wrong, it will. We encountered several technical challenges during this project. Yet, each obstacle reinforced the importance of problem-solving and adapting. Whilst things didn’t always go as planned, the experience taught me that setbacks are part of the process.
