OVERVIEW / 01
Where performance meets guidance
CCM Hockey wanted to transform its website into more than just a place to buy gear. The goal was to create a fully immersive, mobile-first ecom platform that could support players, parents, and coaches throughout their hockey journey. I was brought in to help shape this vision into a practical and scalable digital experience.
To ground our direction, we leaned on research from over 400 survey respondents, including players and parents. Most users came to the site to learn about specific products, explore new gear, or make a purchase decision. What stood out was how many people felt unsure about what to buy. Parents in particular said they struggled to understand differences between gear models or figure out sizing. At the same time, over 90% of users expressed interest in guides and educational content.
This told me the site needed to offer more than just products. It had to become a trusted guide
PROBLEM / 02
One major issue surfaced repeatedly in interviews: parents felt overwhelmed when trying to buy the right gear for their kids. Many weren’t familiar with the product lines or how to differentiate between models. Some, like one mom I remember, said they “were just getting lost” trying to figure out what was appropriate for their child’s age and level.
This created hesitation, even when users were ready to buy. They wanted to feel confident in their choices, but the path to purchase felt unclear. The product pages weren’t doing enough to answer questions, and the site lacked the kind of intuitive flow that could guide them step-by-step.
This wasn't just a UX issue, it was a blocker for conversions and overall trust in the shopping experience
SOLUTION / 03
The solution was to redesign the product discovery flow in a way that felt more helpful, personal, and informed. I helped with wireframes for category landing pages, product listings, and detail views with the goal of making them feel like a digital version of an in-store expert.
We also introduced a modular layout system that let us build pages using flexible blocks. These included things like comparison charts, sizing tools, product explainers, and athlete-backed performance stories. I helped make sure the content adjusted depending on the type of user, whether it was a young player looking for the latest drop or a parent trying to understand value and protection.
Result
By redesigning the product discovery flow around clarity and support, I helped make the shopping experience far more approachable for parents. What was once a confusing and overwhelming process became a guided journey built on trust and ease of use. Early testing showed a 22% increase in completed checkouts among first-time buyers, driven by clearer comparisons, helpful sizing tools, and content tailored to their needs.
The modular system also empowered the CCM team to adapt pages quickly, keeping the experience fresh and relevant as new products launched.
