PWRplay
Overview
A performance sportswear label rebuilt from identity down to PDP, product pages that behave like the sport they serve.
Client
PWRplay
Year
2025
Discipline
E-commerce · Brand & Store
Role
- / Brand identity
- / Shopify UX
- / Merch strategy
Live site
pwrplayactive.com
Challenge
PWRplay had strong social reach but a store that read like a template. Add-to-cart happened, checkout completion did not, friction was compounding across variant selection, shipping, and payment.
Focus
Every decision was measured against a single question: does this move the visitor closer to the action that matters?
Approach
Phase 01
Rewrote the visual system with a confident sport-editorial tone and a purpose-built type pairing.
Phase 02
Restructured collection and product templates so size, fit and delivery answers appear before the hesitation, not after.
Phase 03
Instrumented checkout with funnel events and rebuilt the drop-off steps around a single call to action per screen.
Outcome
01
Conversion rate
02
Average order value
03
Checkout completion
Gallery