New Era

New Era has been the official cap of every major US and Australian sporting league for over 100 years. In 2023, the global brand turned its attention to its Australian eCommerce experience. Mobile traffic accounted for 81% of visits but was converting at just 1.4%, and the existing platform was due for a full overhaul.

I was part of the design team at The Working Party that worked on the end-to-end transformation. The project was recognised by Shopify President Harley Finkelstein and received a collection of local and global UX/UI awards.

The project spanned custom feature design, including a homepage hat display with hover-activated team browsing, a content-led sizing guide, and a bespoke pre-order module, through to a full mobile-first design system built on a monochrome palette, minimalist typography, and layouts that balanced brand and commerce without clutter.