Rebel Sport, established in 1996 with its first store in Panmure, Auckland, has grown to become New Zealand's leading sporting goods retailer.  As part of the Briscoe Group, Rebel Sport operates 43 stores nationwide and an online platform, offering a vast selection of top global brands to sports enthusiasts across the country.

Rebel Sport's existing website was outdated, lacking adherence to modern e-commerce principles.  The site suffered from an inconsistent and cluttered layout, which compromised brand identity and user engagement.  These issues hindered the overall shopping experience and potentially affected conversion rates.

To revitalise Rebel Sport's online presence, I led a comprehensive website redesign aimed at optimising user experience and boosting conversion rates.  The new design embraced a clean and simple aesthetic, enhancing visual appeal and brand consistency.  A streamlined checkout process was implemented to reduce drop-off rates, and a new click-and-collect feature allowed customers to easily view in-store stock availability.  I developed a comprehensive design system to ensure uniformity across all web touchpoints, and the site was made fully responsive for both desktop and mobile users.  A revamped account experience enabled users to check out quickly and access exclusive club deals.  Finally, I crafted email marketing templates to maintain consistent communication with customers.  These strategic enhancements transformed Rebel Sport's digital platform into a user-friendly and visually cohesive experience, aligning with contemporary e-commerce standards and strengthening the brand's market position.

My collaboration with Rebel Sport and the Briscoe Group has grown into a valued long-term partnership, and I continue to work closely with them to refine and evolve their digital presence to this day.