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USN
Disciplines
UX / UI
Photo Manipulation
Project type
Web Design
E-Commerce
Overview
USN is one of the fastest-growing sports nutrition brands in the world. To remain visually competitive and appealing to both existing and new customers, the brand required a refresh of its e-commerce website. I led the UX and UI design of the new digital experience, focusing on clarity, performance, and conversion.
Challenge
The challenge was to modernise the USN e-commerce platform while supporting a wide product range and diverse customer base. The website needed to improve usability, streamline product discovery, and enable users to move effortlessly from browsing to purchase without friction.
Approach
We began by creating a new e-commerce sitemap to define clear user journeys and improve content structure. Page content hierarchy was then carefully designed to guide users naturally through the site and towards key conversion points.
Once the user flows were established, they were translated into high-fidelity wireframes, ensuring the design supported intuitive navigation, product exploration, and checkout behaviour.
Solution
The redesigned website delivered:
A clear, conversion-focused e-commerce structure
Intuitive user flows that support easy product discovery
Well-defined page hierarchy to guide users through the purchase journey
High-fidelity wireframes aligned with USN’s performance-driven brand
Outcome
The refreshed USN website provided a modern, user-focused e-commerce experience that strengthened the brand’s digital presence. The improved structure and flows made it easier for customers to find products, understand benefits, and complete purchases, supporting engagement, retention, and continued growth.
