Making custom team stores simple at scale

The project started with a simple need: sports teams, schools and clubs wanted their own online stores with branded apparel — from jerseys and hoodies to caps and accessories.

The challenge was to make the process simple enough for a coach or team administrator, while supporting a platform serving a very large number of organizations and stores.

I worked on the UX/UI and product design, focusing on making a complex, high-volume platform easy to understand and operate.

A key part of the experience was the store creation flow. Users could select products, provide their team branding and get help preparing their logo for apparel. The platform then handled the complexity behind creating and managing the resulting storefronts.

Because the product operated at significant scale, design decisions had to work not only for an individual team, but also across schools, leagues and organizations managing multiple teams and stores.

I focused on reducing friction in repetitive workflows, creating consistent patterns across the platform, and designing interfaces that could accommodate both first-time users and organizations managing many stores.

The result was a scalable e-commerce experience that turned what could be a complex apparel setup process into a straightforward workflow for sports organizations.