Under
armour
Working on Under Armour was one of the most rewarding projects of my career. I had the opportunity to completely redesign their website and lead the design of their first-ever mobile app for the South African market.
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As the sole designer on both initiatives, I faced a fair share of challenges ranging from resource constraints to tight deadlines. This also became one of the most valuable learning experiences in my career. It pushed me to grow both creatively and strategically, while strengthening my ability to take ownership of large-scale digital products.
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​I was responsible for enhancing the overall user experience, creating more engaging journeys for new visitors, and personalising the interface for returning users. From streamlining navigation flows to optimising mobile usability, the goal was to balance brand expression with conversion performance.
The landing page concept was an intentional move to create a more personalised user experience and give users a sense of importance from the start. By allowing users to select their preferred gender, we were able to tailor product displays accordingly, minimising unnecessary clicks and showing more relevant content.
We applied a range of UX strategies to keep users engaged and reduce friction. Whether they were looking for different products or browsing related items, we ensured there were creative ways to guide them to the goal.
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Our case studies indicated that users who navigated away from the product page were less likely to complete a purchase, even if they eventually returned. Every design decision focused on minimising drop-off and maintaining user intent.
What would an e-commerce site be without a product page? This is where creativity truly comes into play. While it’s often seen as a copy-n-paste page, I believe it's far from that.
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The real craft is in how you showcase the product and build urgency around the purchase. Whether it’s highlighting low stock, showing products to complete the look, or creating a seamless checkout, every element plays a role in turning interest into action.
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For this page, the goal was to make browsing effortless, allowing users to explore product details without disruptive overlays or unnecessary pop-ups, keeping them focused and engaged throughout their journey.
I promise I don't have a foot fetish but what makes me excited is the way we built the footer. It makes no difference at all to the entire experience but it just gives the website that feeling of "wow, okay this is different". I would highly recommend to check it out live. Go to the homepage and just scroll down.
