Redesign &

Relaunch

Objective

In the fall of 2015 I was approached with a unique opportunity. The MLBshop.com site up until that point was handled, creatively, in house at the MLB but that was about to change. Creative control over the site was being moved to our department and being the Senior Designer I was given the choice of staying with the NFLShop.com account or taking on the redesign and relaunch of a brand new MLBShop.com experience. I began to completely redesign MLBShop.com to give it a cleaner, more open feel. As it was, the current site had been over blown with too much product and legalese in each spot.

This all took place through the most grueling sales weeks of the year between Thanksgiving and Christmas in 2015. So while handling my every day duties as principal creative on NFLShop.com I was also going through the process of redesigning MLBshop.com to prepare for an early 2016 launch.

The Process

The first step was to determine the best path forward in terms of a modern design. A lot of competitive market research was done to see what similar brands in the industry were doing that would help to inform the design decision. I entered into an almost 2 weeks phase of sketching and prototyping to narrow down three choices for the overall look and feel. From those choices all stakeholders involved chose to take elements from each and combine them into a functioning prototype for A/B testing.

The Result

After a compressed timeline and multiple iterations the new MLBShop.com launched on March 1, 2016 in time for the start of the new season. The hard work paid off because almost immediately the newly redesigned MLBShop.com, saw a 20% year over year increase in total sales. Helping to show that good design should never be underestimated.