Casabianca Cycling

A checkout and UX redesign that made a cycling apparel brand feel as premium as its product.

Restructured information architecture, product-page hierarchy and digital-to-physical brand consistency for a cycling apparel commerce experience.

CROUI/UXWebBrand

RoleUI/UX, CRO, visual system

TimelineCommerce redesign

DatesSep 2018 - Jun 2022

ToolsFigma, analytics review, 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

Redesigned the eCommerce platform's UX, improving layout clarity, content structure and checkout-flow optimization.
Drove sales through data-informed design decisions and conversion-focused page iterations.
Created cohesive visual systems across digital and physical touchpoints, strengthening brand recognition and customer trust.

The solution

A calmer cycling apparel experience with stronger product storytelling, cleaner CTAs, clearer checkout flow and a visual language that made the brand feel more premium.

**The product page, redesigned**A full PDP for a technical jersey - gallery, color and size selectors, fabric features, size help, reviews and cross-sell, on desktop and mobile.

**Designed around the buying decision**Fit confidence, shipping and returns, and cart clarity - the things that actually convert technical apparel, not just visual taste.

A brand board to design againstWordmark, a restrained commercial palette and catalog photography - the visual system that kept the redesign unmistakably on-brand.

**Campaign that speaks to the rider**Brand campaign imagery that gives the apparel a clear, confident identity across the store.

**Live in the store**The shipped Casabianca storefront, from the product page to the ask-a-question flow.

Impact

A calmer, more premium cycling apparel experience with cleaner CTAs and a clearer checkout flow.

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