Supersports

Sports Retail Platform

Supersports, Thailand's leading sports retail platform under Central Group, required a UX/UI designer embedded within the Marketing team to own the full digital experience across its website and mobile application. The role spanned from producing campaign artwork to deploying assets and customizing front-end code. Every design decision was driven by conversion optimization and sales performance, while also supporting major sportswear brands during product launches and executing against international creative briefs.

[interface] screenshot of core features (for an ai developer tools)
Project type

Web Application

Tools

HTML, CSS, Adobe Photoshop

Timeline

6 months (Nov'19-May'20)

Role

UX/UI Designer (Marketing team)

Team

2 UX, 2 Marketings

Company

CRC Sports (Retail)

The Brief

Embedded within Supersports' Marketing team as a UX/UI Designer, I was tasked with owning the full digital experience across the website and mobile application — from campaign artwork and promotional banners to front-end customization and brand collaboration. Every deliverable was driven by one goal: converting browsers into buyers.

[interface] image of hr software in action (for a hr tech)
DESIGN

Redesigning for Better Discovery

Revamped the Shop By Brand section on the Homepage by transitioning from a flat 2D layout to an immersive 3D design, showcasing shoes placed atop each brand's signature shoebox. The redesign featured the top 10 popular brands, creating a more visually engaging experience that improved product discoverability and contributed to an increase in overall sales performance.

Collaboration

Brand-Driven Website Customization

Partnered with major brands during new product launches and campaigns to conceptualize and develop customized website experiences. A key example includes a Nike running shoe finder tool, designed to match users with the most suitable shoe based on their running behavior. Categorized into three running types, with dynamic filtering applied to surface the most relevant products for each user.

[interface] image of hr software in action (for a hr tech)
[interface] image of hr software in action (for a hr tech)
Campaign

Managing Double Day Campaigns

Led the end-to-end execution of monthly Double Day campaigns, overseeing the timely deployment of all promotional banners across the website and configuring product listing display strategies for each designated section. When required, also contributed to banner production to ensure all campaign assets were delivered on time and aligned with overall campaign objectives.

A/B Testing for Sales Growth

Running multiple A/B tests to identify the most effective design solutions that drive conversions and maximize sales.

A/B Testing: Strategy

Tested three variations across two product recommender positions on the product page, analyzing session data, revenue, conversion rate, and RPS to determine the most effective combination for driving sales performance.

Result:
Product Recommender A: "Viewed Together" delivered the highest Revenue and Revenue Per Share
Product Recommender B: "Most Valuable of Category" delivered the highest Average Order Value and Revenue Per Share

Next Step:
Increase traffic allocation to "Viewed Together" for Product Recommender A and "Most Valuable of Category" for Product Recommender B

A/B Testing: Ordering

Tested three price range sequences for product recommendations in ascending order, evaluating conversion rates across variations to identify the optimal pricing display order that best influences purchasing decisions.

Result:
Variation C recorded the highest conversion rate among all tested sequences, with Variation B following as the second best-performing price range order

Next Step:
Reorder price range display from ascending to descending order
Variation C > Variation B > Variation A

A/B Testing: Placements

Evaluated three placement positions for social proof elements on the product page, measuring conversion rate, revenue, and AOV to determine the most persuasive location that encourages customers to complete a purchase.

Result:
Variation B consistently outperformed Variations A and C across all key metrics, including Conversion Rate, Revenue, and Average Order Value

Next Step:
Allocate 100% of traffic to Variation B

A/B Testing: Content Text

Revised and tested two variations of social proof copy within the same placement, comparing conversion rates to identify which messaging most effectively builds trust and motivates purchase decisions among site visitors.

Result:
Variation B delivered a conversion rate uplift of up to 3% over Variation A, proving the revised messaging to be significantly more effective in driving purchase intent

Next Step:
Maintain a 50/50 traffic split and introduce a new variation to further refine social proof messaging