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DICK’S Sporting Goods
Sports change lives

OVERVIEW

DICK’S Sporting Goods is making a shift from a traditional retail store to an all encompassing sports company. This shift required an overhaul of the loyalty program and the My Account experience for the users.

To comply with company policy, I have omitted and obfuscated confidential information in this case study. These designs are a reinterpretation of the original.

Team

  • Product Manager (myself)
  • Product Designer (myself)
  • Multiple UI Developers

DURATION

3 releases over the course of two years


THE CHALLENGE

Reimagining the My Account experience to connect with the user at every step and skill level throughout their athletic journey

The My Account space had not been updated in years; the current layout was limiting, the design wasn’t following modern trends or the eComm patterns in place, there were opportunities to enable new features and pages that aligned with the org wide focus to the AX, and page performance wasn’t up to CWV standards.

Additionally, the loyalty program is shared across three different brands and was going through an overhaul at both the platform and program level. The foundational work needed to be completed and timed appropriately in order to pick up the work scoped from that effort.

The plan was to tackle all of this in three releases:

  • MVP: Updated information architecture and page structure
  • Release One: Modernize the user interface and enhance performance
  • Full Implementation: Reimagine the experience

MY ROLE
I was both the Product Designer and Product Manager of this project driving discovery, strategy and vision, roadmap planning and prioritization, and design. Throughout this project I was working closely with a rotating group of contract UI engineers.

In addition, I worked cross-functionally with other teams and stakeholders across the organization and reported directly to company leadership about progress and impact along the way.

The overhaul of this space is connected to multiple initiatives across the company including teams from in-store technology, eCommerce, Marketing, and the Mobile App. Enhancements to the Loyalty program, increased personalized, and interconnectivity between our digital products and brick and mortar stores is projected to have tremendous revenue-based value.

More details coming soon…