Hibbett Mobile App
My Role: Senior Product Designer
Duration: 12+ months
About Hibbett: Founded in 1945, Hibbett boasts over 1,100 locations across the United States with a strong focus on omnichannel retail. Their mobile app — consistently a top 100 shopping app on the App Store — is a critical driver of success and revenue.
I was responsible for designing key features to elevate the customer experience, enhance the existing app's functionality, and significantly improve the application's accessibility and usability.
I also spearheaded the migration of all app design files from Sketch to Figma. This involved developing a strategic approach that allowed us to execute the migration concurrently with ongoing feature development. As part of this initiative, I also undertook a comprehensive rebuild of the app's core design system.
Left: Old PLP Cards, Right: Redesigned PLP Cards
Redesigned Product Listing Page (PLP) Cards
Challenge: The existing PLP cards were inefficient in their use of screen space and suffered from accessibility issues within the social proof and promotional information.
Solution: I redesigned and rebuilt the PLP cards with a focus on enhancing accessibility, eliminating redundant information, and ensuring the cards clearly showcased the inventory.
The revamped cards improved the overall search and browse experience for users.
Left: Old PDP, Right: Redesigned PDP
Revamped Product Detail Page (PDP)
Challenge: The existing PDP was poorly structured and lacked clear information hierarchy. Calls-to-action (CTAs) were not prominent, forcing users to scroll extensively to find the purchasing block. These issues had direct negative impacts on conversion.
Solution: I led the redesign of the PDP to significantly improve accessibility, discoverability, and user engagement. The redesigned PDP not only performed demonstrably better in usability testing but also directly contributed to increased sales.
Figma Migration & Design System Rebuild
Challenge: Design files in Sketch were plagued with design debt and the lack of real-time collaboration was hindering designer-developer workflows. I proposed migrating from Sketch to Figma in order to create more consistency and efficiency across the project.
Solution: As part of the strategic migration from Sketch to Figma, I took the lead on rebuilding the entire design system. This initiative provided designers and engineers with a single source of truth for all design components and guidelines.
Key Takeaways
My leadership in migrating and rebuilding the Hibbett design system was instrumental in establishing the framework for the long-awaited implementation of Theme Manager across both the Hibbett and City Gear apps. This foundational work has empowered the team to achieve a greater level of consistency between design and development, making the overall feature design process remarkably more efficient and streamlined.