THE CONTEXT —

Al’s Sporting Goods needed a comprehensive website redesign to enhance their digital experience and better engage a wide range of consumers, from novice recreational sports enthusiasts to avid hunters.

With e-commerce as their fastest-growing channel, Al’s partnered with Pattern and VTEX to bridge the gap between their in-store success and their online presence. Our goal was to create a seamless, user-friendly platform that reflects the essence of Al’s physical stores while elevating their digital capabilities.

"Working with Pattern was a fantastic experience. The design team truly excelled in understanding our business and translating that into designs that resonate with our customers. A major goal of our redesign was to bring the feeling of our brick-and-mortar locations to our online presence, and Pattern delivered on that beautifully. The team was quick, open to feedback, and always willing to explore new ideas, ultimately creating a timeless design that will serve as a foundation for years of growth."

Riley Reeder
VP of E-commerce & IT
Al's Sporting Goods

STRATEGIC VISION  —

The project began with a clear mission: translate Al’s diverse product offerings and personalized in-store experience into an engaging and accessible online platform. By leveraging insights from analytics and market research, we sought to design a website that supports Al’s growth while catering to a variety of user needs. Whether a customer is preparing for a weekend outdoor adventure or seeking high-performance hunting gear, the site needs to deliver a straightforward and enjoyable shopping experience.

To fully understand Al’s in-store environment, our team visited their flagship store in Logan, Utah. This firsthand experience of the store’s layout, customer interactions, and brand atmosphere was vital in ensuring that the redesigned site maintained the same authenticity and connection as the brick-and-mortar experience.

DESIGN APPROACH  & OMNICHANNEL INTEGRATION —

The design process was rooted in a thorough exploration of the brand and its users. We began by developing two distinct creative concepts that balanced the need for an extensive product catalog with intuitive navigation and a focus on guided shopping. Through collaboration and feedback from Al’s team, we refined the concepts to create a user interface that facilitates product discovery while maintaining clarity and simplicity.

The final design emphasizes storytelling and product presentation, with a focus on usability. Drawing on best practices from the e-commerce industry, we developed a layout that not only enhances functionality but also invites users to engage with the brand in meaningful ways. The result is a clean, modern design that aligns with Al’s in-store experience and helps users find what they’re looking for efficiently.

OMNICHANNEL INTEGRATION: ENHANCING CONSISTENCY & USER ENGAGEMENT —

One of the key objectives of the redesign was to ensure consistency across all touchpoints, both digital and physical. We aimed to create a seamless shopping experience for users whether they’re online or in-store, with guided shopping tools and merchandising that reflect Al’s commitment to quality service. By maintaining a cohesive brand identity across all channels, we improved user engagement and reinforced the connection between Al’s stores and their digital presence.

COLLABORATION, IMPACT AND OUTCOMES  —

The project followed a structured timeline, incorporating design sprints and regular feedback loops. We worked closely with Al’s team and their development partner, deco.cx and VTEX, to ensure that each design decision was backed by analytics and aligned with technical requirements. Deliverables included detailed design files, a comprehensive digital style guide, and ongoing support to ensure smooth implementation and a successful launch.

The redesigned website for Al’s Sporting Goods now provides an enhanced user experience, offering improved navigation, clear product categorization, and a seamless connection to the in-store shopping experience. The site is designed to meet the needs of a diverse audience while supporting the company's long-term growth in the e-commerce space. By focusing on usability, consistency, and design clarity, the new platform strengthens Al’s competitive position in the market.

With the launch of the new website, Al’s Sporting Goods is positioned for continued success and future innovation in the digital space. The redesign establishes a strong foundation for further enhancements, ensuring that the brand remains adaptable to evolving consumer needs while maintaining a high standard of service across all channels.

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