Increasing LOVB Pro Merch

Sales with a Shopify Revamp

Consulting in under the Creative Director at League One Volleyball, I re-designed their website to account for the launch of the League’s first season, as they had targets to hit for merch sold for all their Pro teams.

The Ask

Get League One Volleyball’s Shopify site ready for the season launch, which also coincided with a collaboration launch with Adidas.

Overview

  • With the launch of the first league tournament, LOVB needed a shopify site that would be able to handle the movement of merch they required, and they also wanted it to better reflect their brand vision.

  • Consulting in for LOVB under the Creative Director, Julia Neiva, I was working hand in hand with Design Packs, consulting in for the execution of the vision from Figma into Shopify. After the vision was established, we worked together to understand what we could do for a 1st version on Shopify, as the deadline was too tight for full custom, and full custom also did not suit the clients’ needs as well.

  • Figma, Shopify templates

Getting Started

I had been consulting in for LOVB supporting their Pro Marketing team on the design side, so I already had a good understanding of the brand.

My task for this website re-design was to translate the vision the Creative Director into UI elements that would balance function and aesthetic: highlighting the brand colours for each Pro team.

Pitching

Design System Work

The team that made the League’s main website had a brand guide, but the branding for the core organization was different from the pro markets vertical. Inconsistent HEX codes were wide-spread, logo dimensions were often warped, and each new design was slow to spin up. As a part of a separate e-mail marketing initiative (making their insider newsletters), I made a design system I was able to leverage in this project, reducing the time it took to get started by approximately 20%.

We knew from their analytics and demographic data that most visitors came from iOS devices, and were young women.

This meant we would concentrate on mobile-first designs. As a large portion of the merch photography was horizontal, I used AI tools (as with example hat photo) to expand the backgrounds to enable us to use the new photoshoots and not compromise image quality. A guide was given to the Marketing team to teach them how to best upload images into Shopify.

The Design Process

The final Figma file

Our goal was to include bright Pro Team colours as much as we could — so we ended up creating component variables and team pages with different team colours (inspired by other sports leagues, but more refined). We established a colour use system for all teams so that each team page would use the team colour.

The Final Site Design

At first, the scope was for a full custom build - but we ended up scaling the designs back and working with a Shopify expert to launch something in a shorter timeline, requiring less customization. The designs I developed with the creative director remain the “vision” file