Sport-Discount

Sport Discount is a major Ukrainian sporting goods retailer carrying world brands online. We built their first store design back in 2017. Since then the business scaled significantly, and what started as a clean, focused storefront had quietly drifted off course.

Four years of fast-moving feature requests had taken a toll. Each new function got bolted on under deadline pressure, rarely with time to check it against the original visual system. By 2021, the site had accumulated inconsistent spacing, mismatched fonts, and a header full of links nobody used. None of it was anyone fault exactly, it is just what happens when a growing business ships fast for years without a reset.

The brief was not make it pretty again. It was bigger: the client wanted to scale the platform toward becoming a full marketplace, mobile orders had grown to roughly 76% of total purchases, and user behavior itself had shifted toward minimal, fast, distraction-free shopping. A cosmetic refresh would not have covered any of that.

Redesigning from data, not guesswork

Instead of starting from opinions about what looked outdated, we started with an audit. We ran a full usability review and layered in heatmap data from Yandex Webvisor and Plerdy, alongside Google Analytics behavior flows, to see exactly where real visitors clicked, where they stalled, and how far they actually scrolled before giving up or converting.

That data answered questions opinions could not. Most header links, for example, were barely getting clicked at all, so we cut them and used the reclaimed space to surface the brand showcase higher on the homepage. Footer links were trimmed the same way, keeping only what visitors actually used.

Every interface decision after that traced back to a specific behavior pattern we had measured, not a redesign trend we liked. That is the difference between a refresh that looks nice in a portfolio and one that actually moves conversion numbers.
E-commerce platform

The redesign touched every stage of the shopping flow:

  • Homepage: shortened header and slider height to surface the brand showcase on the first screen, expanded product sliders for faster scanning, and trimmed a cluttered footer down to what visitors actually use
  • Mobile navigation: rebuilt the burger menu and added wishlist and account icons directly to the quick-access bar
  • Product pages: restructured information for faster scanning, with the price and buy button fixed on screen so users never have to scroll back up to purchase
  • Checkout: moved ordering to its own dedicated page, split into clear sections, and added a saved-info flow for returning customers so they are not retyping the same details every order

None of these were arbitrary polish. Each one mapped directly back to a friction point the heatmap and analytics data had flagged.

Sport Discount has been a client since 2017, and this redesign was not a one-off project, it was one chapter in a partnership that is still active today, with new features and requests landing on a regular basis as the business keeps growing.

I met Peretz.agency in 2017, when I was struggling to find developers who actually knew what they were doing. We found common ground immediately, and the team showed real expertise from day one. Every request, every feature, has been delivered on time with real attention to detail. We are still working together years later, taking on new projects as they come up.

— CEO, Sport-Discount.com.ua

If your site has grown the way Sport Discounts did, feature by feature, deadline by deadline, until the original design vision got buried, that is exactly the kind of drift a proper audit catches early. Get a Usability Audit