Under Amour App

A legacy athletic brand gets a refreshed e-commerce app that expands their audience and puts them back on the playing field.

The Team
Creative Director
Visual Designer (me)
Visual Designer

My Role
Creation and maintenance of the design system with the other visual designer. Designing mobile app flows and prototyping for client presentations.

Captivating First Impressions

Users spend an average of just 7 seconds on the app store listing page, scanning major visual assets with no interaction at all before either installing the app or leaving the page for good. Increase app downloads
Increase user growth rate
Increase signups

Onboarding with Intention

Insight
In order to personalize the customer’s journey and build stronger relationships with digitally savvy audiences, Under Armour needs to gather information from the get-go. This meant customers could have a tailored app experience their first time in.

Impact
Increase app engagement
Increase signup completion
Increase customer retention

Personalized Discovery

Insight
75% of customers are more likely to buy based on personalized recommendations. By utilizing AI in the form of a “Guided Search”, customers can discover a new way to search for products based on their needs using natural language.

Impact
Increase engagement
Increase conversion
Increase purchase frequency
Increase AOV

Modern Profile

Insight
Surfacing user preferences captured in onboarding and beyond reassures customers that your brand can anticipate their needs and builds a sense of loyalty. The app must deliver on this learned information within the experience to maintain value in the eyes of the customer.

Impact
Increase customer retention
Increase purchase frequency
Increase NPS

Seamless Checkout

Insight
The majority of customer pain points within the app revolved around checking out. Small changes like communicating savings higher up, adding in third-party checkout options, including buy now pay later, and an option to donate to a cause brought checkout up to par with best-in-class experiences.

Impact
Increase shopping cart conversion
Decrease shopping cart abandonment
Increase NPS

Holistic Ecosystem

Insight
Gen Z shoppers are always connected and will buy on any device, in any format or channel. At the same time, they are surprisingly old school. They are much more likely to shop in physical stores than millennials. We needed to innovate how the app could amplify the in-store experience.

Impact
Increase engagement
Increase in-store conversion
Increase purchase frequency
Increase NPS