Case Study: Expert Evaluation
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Centralis and Fanatics teamed up to optimize online shopping for sports fans everywhere.
The Challenge
Fanatics, the official retailer for sports leagues like the NBA and MLB, sought Centralis’ help in evaluating the user experience of their online shopping process.
Specifically, they needed to improve customer conversion by identifying current weaknesses and areas of opportunity.
We partnered with Fanatics to provide detailed analysis across the playing field, from the initial homepage to the final checkout process.
The Process
A team of two Centralis experts went to bat for Fanatics. We started by identifying several distinct scenarios that bring users to Fanatics.com, such as buying a Red Sox jersey, a WNBA sweatshirt, or an FC flag.
Our team members then completed individual cognitive walkthroughs and benchmarked the site using research-backed standards before coming together and workshopping as a team.
This process identified the key strengths, challenges, and opportunities within the site, then translated those findings into recommendations to improve overall usability.
The Impact
Centralis pinpointed areas where the shopping experience on Fanatics.com diverted from accepted ecommerce standards and recommended strategic solutions that aligned with Fanatics’ business needs.
We also highlighted the positive aspects of the site, so Fanatics knew which elements to build on.
Fanatics uses the same template for their many partner experiences, so they were able to roll out these design upgrades over hundreds of platforms, improving the user experience for every type of sports fan.
Our Value
Much like the players on their apparel, the internal teams at Fanatics are pros. They know their site inside and out, which is why they sought a fresh perspective from Centralis.
Centralis worked with Fanatics as their business was expanding, helping them reach a wider customer base than ever before.
As unbiased outsiders, we identified the strengths in their lineup and coached them through the missteps, helping them score new customers and remain a champion of sports apparel.
- Client, Fanatics