The UK’s premier professional basketball team, competing in domestic and international leagues, with a strong focus on growing the sport’s fanbase and digital presence.
Head of Product Design | 9 months
Deliverables
E-commerce redesign & optimization
CRO (Conversion Rate Optimization)
Email marketing strategy & automation
Digital fan engagement initiatives
Project Overview
London Lions needed a digital overhaul to boost fan engagement and maximize online revenue. I led the e-commerce redesign, refining the user experience and optimizing conversion paths to increase merchandise sales. Additionally, I implemented CRO strategies to streamline the purchase process and improve the site’s performance.
To enhance fan interaction, I developed an email marketing strategy with automated campaigns, driving engagement and repeat purchases. I also introduced BI dashboards, allowing the team to track revenue, sales trends, and campaign effectiveness in real time.
Key Achievements
2.3x increase in e-commerce revenue through UX improvements and promotional offers. Implemented email marketing automation, driving higher customer retention and engagement. Enhanced merchandising strategy, increasing average order value and sales conversion rates. Developed BI dashboards, providing real-time data insights for performance tracking. Improved user journey and checkout experience, reducing cart abandonment.
