Fan Shop Experience
A unified destination for licensed gear, making it easy for fans to discover, shop, and support their favorite teams.
The Fan Shop brought TaylorMade's licensed NFL, NBA, NCAA, and Soccer products into one unified shopping experience. From discovery to checkout, every touchpoint was designed to make finding and shopping team gear seamless.
No hub, no clear path
Shopping by team meant navigating disconnected pages, relying on search, or stumbling across products.
- No single entry point for licensed gear in the main navigation.
- No unified page organizing products by league or team.
- No way to filter or search by team within the nav flow.
- Goal 1 Centralize licensed gear into one main, discoverable destination.
- Goal 2 Help fans find their team and products with minimal effort and clicks.
- Goal 3 Build a scalable navigation system that supports 150+ teams across leagues and works seamlessly across desktop, mobile, and future experiences.
Design based on the user journey
A connected ecosystem, designed top-of-funnel down.
Main Nav → League Sub Nav → Fan Shop Landing or League PLP / Team PLP → PDP
Navigation Strategy
Making Fan Shop a top-level navigation item created a dedicated entry point for licensed gear. Fans could browse by NFL, NBA, NCAA, or Soccer, search for their team, or explore the Fan Shop landing page, all from one place. This streamlined discovery across 150+ teams and made finding products faster, especially on mobile.
Fan Shop Landing Page
The Fan Shop landing page served as a central destination for licensed gear and a key landing point for paid traffic. Anchored league navigation at the top, featured product categories, team content, and a popular product teams carousel helped fans quickly explore and shop.
League + Team PLPs
League PLPs grouped products by category with filter pills and a league switcher for quick pivoting.
PDP Enhancements
To keep fans shopping, we added "Save Team to Favorites" for easy return visits, a "Don't Forget" cross-sell module to encourage additional purchases, and a "Back to Fan Shop" link for seamless browsing.
Phase 2, Pre-March Madness Optimizations
Ahead of the March Madness traffic spike, we used early performance data to make targeted improvements:
- Refined league navigation with arrows, standardized team logos, all NFL teams on one page, and mobile scrolling improvements.
- Dynamic marquee for the product/merch team to update based on current sports events.
- Favorite Teams functionality, allowing fans to save a team for easier return visits.
- Product filter pill buttons on league pages (e.g., NFL Headcovers) to help users find relevant products.
What the data showed
- Users who landed on a team PLP converted at a higher rate than league-level browsers, confirming that fewer steps to team-specific content directly impacts purchase intent.
- Collegiate products significantly outperformed NBA in units and revenue, pointing to an opportunity to weight content and merchandising toward NCAA and seasonal moments.
What's Next
- Seasonal moments highlight playoffs, championships, and major tournaments to capture peak interest and traffic.
- Cross-league personalization recommend products based on saved teams and browsing history.
- Expand league navigation bring the Fan Shop navigation experience to other key areas of the site.
- Broaden league coverage add more Soccer leagues and explore future MLB opportunities.