Website redesign
Client: Starpro Combat
Type: E-commerce, Product Experience
Role: UX/UI Designer
Team: Designer + Developer + Brand Lead
Platform: Web
Two sites. One brand. Lots of friction.
Starpro had separate websites for the US and UK — different designs, scattered content, and a messy backend. The experience felt outdated, and even key pages like Wholesale were hard to find.
What needed to change?
→ Merge both sites into one global platform
→ Create a smooth, modern e-commerce experience
→ Make product discovery and wholesale access effortless
→ Set up a cleaner, more scalable structure for the team
The procces
Discovery → Research → Design → Test → Refine
→ Audited both sites to find pain points
→ Ran research on user behavior + ecomm best practices
→ Wireframed key screens for desktop + mobile
→ Prototyped and iterated based on feedback
→ Built out responsive UI with clear documentation
Research & Discovery
Understanding the gaps before filling them.
We kicked things off with a quick stakeholder workshop to unpack goals, business needs, and pain points from both the US and UK sides.
Then I jumped into
→ A competitor sweep across 4 key players (Nike, Everlast, Adidas, Venum)
→ Benchmarking UX patterns across navigation, product filters, mobile, and wholesale
→ Reviewing existing site behavior + user feedback
Competitor Analysis
We looked at top competitors like Nike, Everlast, Adidas, and Venum to understand how they present gear, structure pages, and build trust. This gave us a visual benchmark for how a great ecomm experience should look and feel in this space
What We Compared
To get tactical, we mapped out 10 key UX areas across each site — from homepage clarity and product filtering to checkout flow and mobile responsiveness. This set the stage for objective decisions, not just design opinions.
What Stood Out
Our deep-dive revealed key areas where Starpro was falling short — and where competitors were pulling ahead:
📱 Mobile Experience
Competitors delivered fast, touch-optimized shopping. Starpro’s mobile site felt clunky, with broken layouts and no sticky CTAs.
🏷️ Wholesale Visibility
Brands like Everlast had dedicated B2B sections. Starpro’s wholesale info was hidden in the footer — easily missed.
🧩 Visual Hierarchy & Consistency
Nike and Venum maintained strong, on-brand visuals across pages. Starpro’s UI was inconsistent, with outdated styles and uneven spacing.
🎯 Product Filtering
Other sites made it easy to narrow down by sport, size, or style. Starpro’s filters were too basic, especially on mobile.
Where we saw opportunity
With a clear list of UX gaps and business goals in mind, we saw the redesign as more than a visual refresh — it was a chance to rebuild how users navigate, discover products, and trust the brand.
Here’s what we focused on
Bringing wholesale into the main journey with its own section
Redesigning product pages and cart flows with clarity and mobile-first in mind
Creating consistency in layout, type, and navigation across all screens
Modernizing the visual system to feel sharper and more premium
This set the direction for a new StarPro — clearer, bolder, and way easier to shop.
Key User Journeys
We mapped two primary journeys to guide our UX structure — everyday users shopping for gear, and wholesale buyers browsing in bulk. These journeys helped shape navigation, page hierarchy, and key interactions.
The Wholesale Buyer
Goal: Discover gear, compare options, and checkout quickly
Homepage → Wholesale Page (direct in nav)→ Read Requirements → Offers Contact Form → Inquiry → Follow-Up Email or Account Setup
The Everyday Shopper
Goal: Discover gear, compare options, and checkout quickly
Homepage → Collection Page→ Filter by Size → Category→ Product Page→ Add to Cart Cart→ Review→ Checkout→ Confirmation
Simplifying the Structure
After reviewing both legacy sites, we restructured the navigation to reduce friction and align with user expectations. The new IA puts products and wholesale access front and center — with a simpler, scalable layout behind the scenes.
Who We’re Designing For ?
To keep our design decisions grounded, we created two quick personas to represent Starpro’s core users. These helped us prioritize features and structure the experience around real goals.
David, 41
The Gym Supplier
Goals: Access wholesale pricing + product range quickly. Submit bulk orders or inquiries without friction. Know he’s buying from a legit, professional brand,
Frustrations: Info scattered across pages. No clear wholesale entry point. Too many steps just to get a quote,
Needs: Dedicated wholesale section with full info upfront. Clean inquiry/contact process. Brand trust: certifications, policies, clear terms. Follow-up without chasing
Emily, 29
Everyday Shopper
Goals: Discover quality gear without wasting time. Compare products by use (training vs. sparring). Check out confidently without second-guessing
Frustrations: Product filters are too vague. Mobile UI feels cluttered. Lacks info like reviews, sizing, and return clarity
Needs: Sharp product images + specs, mobile-first experience, clear, honest product comparisons, streamlined checkout.
What We Focused On
We prioritized features based on user needs, stakeholder goals, and what we could realistically implement. Everything in the “Now” column was designed and delivered in the final version. The rest was parked for future iterations.
Now
Mobile-optimized product pages
Dedicated wholesale landing page
Category-based product organization
Clear contact form for wholesale users
Streamlined checkout flow
Next
Expanded filtering options
Newsletter signup integration
Enhanced blog layout
Scroll-triggered animations
Optimized cart microinteractions
Blog-to-product linking
Later
Customer reviews & testimonials
Loyalty program or account dashboard
Product comparison tool
Language/currency switcher
Live chat or chatbot support
Personalization / “recommended for you”
Setting the Visual Direction
Our design concepts focused on creating a fresh, high-performing experience — grounded in clarity, performance, and visual consistency. Each component was crafted to work seamlessly across desktop and mobile, while supporting both retail and wholesale goals
First Impressions, Made Bold
The homepage sets the tone with full-width visuals, high-contrast hierarchy, and streamlined navigation. It’s built to convert — guiding users quickly into product discovery, while subtly surfacing wholesale and brand messaging.
Built for Fast Decisions
The product page is all about clarity: bold product imagery, tight spec layout, clean size/variant selection, and mobile-friendly actions. Everything’s built to reduce hesitation and move users toward checkout confidently.
Every Page, On Brand
Beyond the main flows, every supporting page — from Cart to Contact — follows the same design language: clean, focused, and easy to use. The cart flow is frictionless, the blog is structured for quick reading, and even the login page feels modern and thoughtful.
Mobile-First, Every Step
The mobile layouts weren’t just resized — they were rethought. Every screen was optimized for tap, swipe, and scroll. Sticky CTAs, simplified navigation, and mobile-specific spacing make shopping feel fast and natural.
What We Took Away
This project was more than a redesign — it was a deep dive into simplifying a fragmented experience for two very different user types. Here’s what stood out:
🧱 Start with structure
Trying to jump into UI before nailing the information architecture would’ve been a waste of time. Once we locked in the site structure and key user flows, the interface almost designed itself. Good IA made every other decision easier.
🏷️ Wholesale matters
Most ecommerce sites treat wholesale like an afterthought — we didn’t. Creating a dedicated, easy-to-find B2B space didn’t just help those users; it made the brand feel more credible and professional across the board.
📱 Don’t underestimate mobile
This wasn’t about shrinking layouts — it was about rethinking interactions. Small changes to CTA placement, padding, and filter visibility had a massive impact on usability and conversion. Every detail counted.
Impact & Insights
After the launch, we kept a close eye on how people were using the site.
And the results spoke for themselves. Users didn’t just land and leave — they explored, clicked deeper, and spent more time across key pages. The wholesale funnel finally worked the way it should.
