Designing an Online Store That Celebrates the Diverse World of Sports

The Goldwin Online Store, which sells many brands catering for a host of different activities, received a complete makeover in February 2024.

This makeover aimed to achieve two outcomes: first, to continue selling high-quality products with superior technological and design features; and second, to create an online store that communicates various ways to enjoy sports and provides opportunities for new experiences. This approach aligned with Goldwin’s corporate philosophy of prioritizing sports and the environment.

We supported the makeover by taking on various aspects from research to concept development, UX/UI design, front-end prototyping, and operational support.

How could we make the Goldwin Online Store communicate diverse ways to enjoy sports while maintaining the store’s functionality?

One hypothesis we proposed was to define a distinct personality for the store and infuse this personality into the store’s functions, tone, and content. Based on this personality, which also represents the store concept, we developed feature pages that allow users to envision scenes where products are used in various activities.

These pages bring the concept to life, showcasing the versatility of the products in different sporting contexts.

To make the online store a sustainable undertaking, we created comprehensive guidelines defining a wide range of aspects, from the use of basic elements such as colors and icons to the style of the illustrations and the tone of the web copy. For the visuals that are a major part of the impression the store creates, we established photography guidelines that standardize the basic approach to product shots across all brands while allowing each brand to express its individuality.

In particular, we paid careful attention to photographic details such as the placement of products and the shadows they cast. This was done to convey three concepts through the product imagery: functional beauty, playfulness, and wisdom. In this respect, the functional beauty arises from Goldwin’s meticulous craftsmanship, which lies at the heart of their identity; the playfulness is the fun that comes from wearing and enjoying the products; and the wisdom is the knowhow embodied in products designed for use both in town and on the field.