DICK'S TSHQ
Fan Wear Redesign

UI/UX Design Research Case Study
DICK'S TSHQ fan wear store redesigned product listing screens on mobile and desktop

In early 2018, DICK'S TSHQ launched a standalone fan wear store for made-to-order team apparel. I served as lead designer alongside the ecommerce dev team and product manager.

The Challenge

The store looked outdated, lacked visibility, and underperformed against modern ecommerce standards. The goal: rebuild it into an experience users could trust and actually convert with.

Original TSHQ fan wear store with outdated UI and bare-bones product grid

Legacy fan wear UI.

Research

We mapped the customer journey, benchmarked against leaders such as Nike, Adidas, and Amazon, and mined support data to pinpoint where users were dropping off and why.

Problem Areas and Assumptions

Hidden shipping costs and a mandatory login wall were killing conversions before users ever reached checkout.

Early hand-drawn sketches for the fan wear redesign layout
Fan wear store wireframes showing product listing and personalization screens
Additional fan wear wireframes with annotated checkout and cart flows

Early sketches and wireframes.

User flow diagram mapping the fan wear purchase journey from browse to checkout

User flow.

Overview of fan wear mobile prototype screens arranged side by side

Mobile prototype.

Design Solutions

Personalization

Real-time previews, a clear removal option, and live price updates gave users full confidence in what they were ordering.

Redesigned personalization flow with real-time name and number input on apparel

Personalization.

Landing Pages

Seasonal landing pages spotlighting hoodies, tanks, and other key items made the catalog feel fresh and well-stocked.

Fan wear landing page promoting custom name and number personalization

Landing pages for personalization.

Mobile view of the fan wear hoodies landing page
Redesigned fan wear store home screen with hero banner and featured products

Home screen.

Visual Feedback

Cart overlay confirmations let users continue shopping or jump straight to checkout, reducing friction at a critical moment.

Shopping Cart and Checkout Abandonment

Removing the account requirement opened the store to anyone — no login, no barrier, and no lost sales.

Shipping costs surfaced upfront, with promotional variations A/B tested to find the highest-converting presentation.

Fan wear guest checkout flow allowing purchases without a TSHQ account

Guest checkout.

Photography

Lifestyle photography and custom illustrations replaced generic product shots, giving the store a brand identity worth trusting.

Custom sport and character illustrations used across TSHQ product screens

Illustrations found throughout TSHQ products.

Results

Launched in early 2019, the redesign delivered fast: a 10% lift in personalized item sales, a ~20% reduction in cart abandonment, and 32% year-over-year sales growth by mid-August.

Fan wear sales chart showing 32% year-over-year growth through mid-2019

As of mid August, with 4.5 months left in the calendar year, we are already at 32% YoY (vs 2018) growth in sales!

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