Fly Sports

Roles: Product Designer

Time Period: 2022-23

Fly Sports are known for their excellent craftsmanship, durability, attractive design, and premium boxing gloves within the UK.

Objective

When I picked up boxing as a hobby, I was on the hunt for boxing equipment. I am often on the go and had limited access to my laptop and relied on my phone to view Fly Sport’s gloves. The issue was that it was painful given a poor responsive design and to my surprise, there were no competitors on the app market.

Fly Sports have the unique opportunity to become the first to win market competition. The objective was to create an app to gain a competitive edge, provide more value to customers, and increase user engagement on any device.

I needed to confirm my findings were shared with other customers to sure I was on the right track.

I used analytics from SimilarWeb and found that 89.21% of users search Fly Sports through their phone compared to their desktop. The number of web visits decreased by 72.93% from Q4 2022, average pages per visit were 4.31 which is less than the number of pages needed to check out, and 16.32% of visitors leave after visiting the first page.

Based on this information, we know that a small fraction of existing product page visits would convert into transactions. As such, for the purpose of this concept app, we will assume that there is an opportunity to improve conversion rates with the production of an app.

Furthermore, I need to understand user pain points to inform my design decisions. Since there were no direct competitors, I researched user app reviews from indirect competitors in the e-commerce space such as H&M, Zara, and Lululemon.

Common themes found were complaints of similar gesture of viewing items as well as scrolling down, desire for a favorite list, adding pictures in order history for reference, ability to add credit card payment information in settings and in checkout, utilizing search bar and filter system, and easily cancelling an order due to long wait times from app support.

I mapped the user flow to help provide a guideline of how the user will navigate this app

Users complained of difficulty viewing carousel pictures as you needed to swipe down but that was the same gesture to scroll down the rest of the product page. Horizontal carousel pictures were intended to resolve this issue.

Pictures of the product were added in the order history page to help users refer back for similar color and styles

Users also needed the ability to easily cancel an order as wait times on app support was often long and tedious and a favorite list to bookmark items to view at a later point