Sprint3 is an ecommerce platform that connects suppliers of bicycle equipment to independent retailers. Originally built in 2003 using legacy software, the product had seen little visual or structural change since its launch. Retailers were increasingly dissatisfied with the outdated design. There was no existing user research to inform improvements, making it unclear where to begin or what users needed. I was brought on to identify areas for improvement and redesign key aspects of the product.
“How might we help improve retailers experience using Sprint3 software”
As there was no existing research into the product’s user base. My first step was to identify which parts of the product mattered most to users and which ones caused the most friction. I conducted research with 3 users, which involved empathy interviews and usability testing. After analysing the research, I presented the findings using the Kano Matrix to help stakeholders prioritise the issues. We decided to prioritise the issues where user expectations were not being met first.
Sprint3 lacked visual consistency across it's designed elements, which made the experience feel fragmented. During user research, I heard feedback that users wanted more visual communication. To address this, I created a foundational design system. It included typography, colour palette, grid structure, buttons, and icons. This brought cohesion to the interface and made it easier to build future components with consistency.
The product pages were the most viewed pages for retailers. It played a key role in their ordering decisions, but the existing layout made it difficult to discern key information. I redesigned the page to prioritise the information users needed most, especially stock availability and product specifications. I also improved the product selection and add-to-order experience, making it faster and easier for users to take action once they had what they needed.
User research showed that it was difficult for retailers to find the products they wanted to order. The product catalogue was one of the main ways they browsed, but it wasn’t easy to navigate. To address this, I redesigned the product taxonomy and categorisation structure. This helped improve the accuracy of search and browsing, making it easier for users to find what they were looking for within the system.
The research that I conducted helped clearly define the most pressing issues for retailers, clarifying what parts of the product they were dissatisfied with. I led presentations to stakeholders to align key priorities and set the direction for the redesign. As part of the end-to-end process, I developed a foundational design system and created a series of wireframes that addressed the first round of agreed-upon changes. These deliverables provided a strong framework for continued iteration that is grounded in user needs.
Managing stakeholders who were new to the redesign process was challenging. I learned that frequent communication and securing buy-in early (especially at the insights stage) was crucial for keeping everyone aligned. I was brought on before the developers, and there weren’t clear technical constraints defined early on. In future projects, I would push harder to establish these boundaries upfront to support smoother implementation. Overall, I’m proud to have taken on this large project independently, balancing participant recruitment, managing deadlines, and delivering the UI design successfully.
