Game7 Athletics

The best of sport and the best of style into a top performing multibrand e-commerce

Game7Athletics has been the premier destination for athletes and all sport, lifestyle and fashion lovers since 2007. With 51 stores in Italy, and more than 80 brands, high quality products, customer care and a selection of the most relevant brands are the three distinguishing factors that make Game7Athletics unique.

Challenges:

  • emphasize G7A’s Sport&Lifestyle double soul;
  • increase the storytelling on main brands and product concepts, through G7A’s identity;
  • mobile driven design;
  • frictionless purchase path optimization.
  • Year

    Year

    • 2022
  • Market

    Market

    • Sport and Fashion
  • Activities

    Activities

    • Market trend analysis
    • CX analisys
    • Creative Concept
    • UX/UI design
    • Interaction design & prototyping
    • Checkout optimization
  • Commerce Platform

    Commerce Platform

    • Magento
  • Online Website

    Online Website

    • game7athletics.com
  • Soundtrack

    Soundtrack

Product Envisioning

It always starts with research: we live in a rapidly evolving times, so we constantly need to learn and leverage new trends, behaviours, and needs.

UX Strategy Foundation

We based our work at first on active listening the client, to understand their needs, constraints and potential. Then, we did a deep research facing 3 main aspects:

  • Market trends
  • Competitors & inspirers
  • e-commerce pillars

From this research we were able to make a list of features and content to include in the website. We discussed each point with the client, ending up with a reasoned prioritisation and a clear idea of what and how important and why was each declared goal to achieve: the guide of our starting journey.

Moodboard

Palette

Primary Palette

Primary palette colorsPrimary palette colors

Secondary Palette

Secondary palette colorsSecondary palette colors

Keywords

Concept keywords - Bold, Energy, PlaygroundConcept keywords - Bold, Energy, Playground

Graphic elements & Typography

Creative concept

To communicate a vibrant retail brand, unifying the world of performance sports with that of sport lifestyle, driving a unique customer experience with choice of the best brands and inspire through innovation and latest trend.

New Online Perception

Shift from a simple e-commerce website to the digital expression of the brand souls and values.

  • Performance & lifestyle
  • Passion for sport
  • both inside and outside the field
  • Personal and specialised consultation for each customer

Service Integration

  • Content by real users
  • Shop the look
  • Comparison tool
  • Product/gift/size finder
  • Gift card
  • Express checkout
  • Product reccomendations
  • User profiling
  • Events

The best vibes for you

Latest trends and innovative technologies, technical and fashion products and collection: G7A makes you discover the coming-soon releases, be inspired by influencers’ looks, attend in-store events and more.

Your Experts’ guide

As the physical stores offer the consultation of carefully trained shop assistants, the website is able to suggest trends and looks, to compare technical features, to find the right product for each specific need.

to Bring online the high-quality in store experience

  • Deep dive on purchase process and best practices
  • Mobile-first shopping focus
  • Comparison tool
  • Gift guide / product finder
  • Easy size changes
  • Easy returns
  • Customers feedbacks

A narrative approach

Lots of brands, 6 main group of sports and active lifewear: this means infinite possibilities in creating stories and looks, targeting customers for their specific interests and passions.

Discovery

Research and prioritization

Identity

Digital visual codes

Concept

Performance & lifestyle

Sale

ceremony & beyond

Editorials

Sports, looks, brands storytelling

Discovery

Research and prioritization

Identity

Digital visual codes

Concept

Performance & lifestyle

Sale

ceremony & beyond

Editorials

Sports, looks, brands storytelling

Final Thoughts

This redesign was an ambitious project balancing quality, timing, brand complexities, and even geopolitical factors. I’m grateful for the opportunity to perfect every customers’ experience detail, taking care of the brand identity’s expression, and the functional and commercial optimisation. With the e-commerce team we shared deep commitment and tireless focus to build the best customer experience possible.

final-thougths-image

email address copiedchiara.ricolfi@gmail.com

/in/chiararicolfi

Download Resume (pdf)