Casabianca Cycling

Four years designing and optimizing a cycling apparel brand's Shopify store.

As Casabianca's ongoing eCommerce designer, I designed and continuously optimized their Shopify storefront, product pages, campaigns and brand system from 2018 to 2022.

CROUI/UXWebBrand
Casabianca Cycling - Four years designing and optimizing a cycling apparel brand's Shopify store.
RoleeCommerce & Product Designer
TimelineOngoing eCommerce design
DatesSep 2018 - Jun 2022
ToolsFigma, Shopify, brand system
ContactDiscuss a project

The problem

The shopping flow had visual clutter, weak purchase hierarchy and checkout friction that made the brand feel less trustworthy than the product.

My process

  • Acted as the brand's ongoing eCommerce designer, owning the Shopify storefront end to end - product pages, collections, campaigns and seasonal launches - over four years.
  • Improved layout clarity, product-page hierarchy and the checkout flow, applying conversion-focused principles to reduce friction and make the buying decision easier.
  • Built and maintained a cohesive visual system across digital and physical touchpoints, keeping the store on-brand as the catalog and campaigns evolved.
  • Beyond the store, contributed to the brand's social media content, packaging and apparel product design - carrying one visual language across every touchpoint.

The solution

A calmer, continuously refined cycling apparel experience with stronger product storytelling, cleaner CTAs and a clearer checkout - kept consistent and on-brand across years of launches.

The product page, redesignedA full PDP for a technical jersey - gallery, color and size selectors, fabric features, size help, reviews and cross-sell, on desktop and mobile.
The product page, redesigned
Designed around the buying decisionFit confidence, shipping and returns, and cart clarity - the things that actually convert technical apparel, not just visual taste.
Designed around the buying decision
A brand board to design againstWordmark, a restrained commercial palette and catalog photography - the visual system that kept the redesign unmistakably on-brand.
A brand board to design against
Campaign that speaks to the riderBrand campaign imagery that gives the apparel a clear, confident identity across the store.
Campaign that speaks to the rider
Live in the storeThe shipped Casabianca storefront, from the product page to the ask-a-question flow.
Live in the store

Impact

A calmer, more premium storefront that stayed consistent and on-brand across four years of product launches and campaigns.

Next project All work