Building a digital ecosystem that can support an athlete’s entire journey

The Ask
Elevate the current e-commerce experience while reinventing DICK’S Sporting Goods’ unified experience for tomorrow.

Client
DICK’s Sporting Goods

My Role
Experience Director

Project Date
Sept 2022

Platform
iOS, Android, and Responsive Web

Our Vision

A connected ecosystem built to support athletes on the journey to their full potential - tailored around their unique needs, values, and connections

Experience Principles

Being a good coach means helping you find the right gear to play the game the way that works best for you, from beginner to expert. Using our expertise, we can cut through the noise and clutter to find the right product specifically tailored to your needs.

Guide me to the right play

Dick's plays an active role in the natural bonds created through sport and fitness and that different athletes have different needs around community. Taking an active online role of connecting to and sharing multiple forms of community, both digitally and physically, will help create a lasting bond between Dick's and their athletes.

Find my squad

Showing up is half the battle. We are proud of our athletes every time they step out onto the field, get on the stationary bike, or even go for a walk around the block. We believe honoring that dedication for movement is worthy of celebration, and by celebrating with them we foster a a stronger relationship with us and a long-term journey

Honor my dedication

We believe in order to get consumers excited to keep up or expand their passion, we must inspire them to find their next through connected storytelling across channels, exposing them to our unique blend of experiences and services.

Ignite my passion

Inspire athletes and guide them to the right gear.

Our digital ecosystem was built to help athletes find the right gear to play the game the way that works best for them, beginner or expert. Whether that means answering their questions from trusted voices, getting inspiration from user-generated content, or reviews tailored to their specific needs and wants.

Rewarding athletes for staying active

Being active should be rewarded. We moved beyond a typical cash-back rewards program into one that offers our users exclusive access to the best gear, local classes and activities, and opportunities to connect with their communities.

Forge a lasting relationship

Our goal is to remain a partner with our athletes from season to season, year over year. That means creating a personalized homepage that remembers who they are and what they like, providing them seasonal recommendations when it’s time for their favorite activities, and providing reminders when it’s time to service or upgrade.