Frasers Group | UX & UI for Sports Direct App
Designing elevated eCommerce experiences for one of the UK’s biggest retailers – from discovery to delivery.
Frasers Group owns some of the UK’s most iconic retail brands including Sports Direct, Flannels, and House of Fraser. As part of a multidisciplinary team, I helped redesign their mobile app experience — delivering wireframes, prototypes, and a refreshed design system to drive user engagement and commercial performance across all fascias. The work contributed to a group-wide shift towards personalised, mobile-first, omnichannel experiences.
Role
UX/UI Designer embedded in the Frasers Group mobile team
Led research into filters, PDP/PLP flows, membership, loyalty, and omnichannel trends
Created and iterated wireframes and prototypes
Designed key app screens with a focus on usability and consistency
Conducted usability testing, task-based user interviews, and stakeholder playback sessions
Delivered alongside product owners, developers, and other designers across Sports Direct and Flannels
Process
Conducted competitive analysis across leading retail apps
Gathered user insights through usability testing (task completion, behaviour tracking, feedback)
Synthesised research into opportunity areas
Designed wireframes and high-fidelity visuals in Figma
Aligned with the wider design system and brand identity
Delivered to key stakeholders, iterating based on business needs, tech requirements and user feedback
Benefits
Delivered user-tested checkout and navigation improvements that helped increase conversion and reduce friction
Supported AOV uplift (+16%) and conversion growth (+13%) by applying successful UX patterns from high-performing fascias
Redesigned filter and account screens for faster task completion and better mobile usability
Introduced personalised onboarding and home screens using Amplience and Optimizely to increase engagement
Built scalable UI components used across Sports Direct, Flannels, and House of Fraser, reducing design debt
Received strong stakeholder feedback and saw designs adopted across multiple live app rollouts
Solution
A complete refresh of the Sports Direct app experience - redesigned to support mobile-first shopping behaviour, drive engagement, and introduce new features across the customer journey. My work focused on increasing clarity, trust, and conversion through better UX patterns and visual hierarchy.
This included contributions to:
New homepage layouts
Filter and sort UX
Product detail and listing pages
Personalised wishlists and member-only features
Streamlined navigation and basket flow
The resulting designs were successfully adopted and are now live.
Key features include:
Smart Filtering & Product Discovery
Improved filter UX across PLP screens to reduce friction and help users find relevant items faster.
Clean, Actionable PDPs
Clear CTAs, better information hierarchy, and visual improvements to drive conversion.
Personalisation & Membership
Added features like editorial wishlists, local notifications, and app-exclusive perks to increase retention.
Design System Application
Ensured consistency across Sports Direct and Flannels by applying a unified design system across all screens.
