Court Culture

Court Culture’s existing online store had become outdated, with a fragmented shopping flow and visuals that no longer reflected the brand’s energy. Customers struggled to find enough product information, and issues with checkout created frustration. Sales promotions weren’t clearly highlighted, and the overall experience failed to communicate the brand’s unique differentiator, being one of the few retailers to cover all racquet sports (tennis, pickleball, padel, and more) with both online and physical locations.
We saw the redesign as an opportunity to not only fix usability issues but to reimagine the brand’s presence online, making the site more functional, modern, and cohesive while helping Court Culture stand out in a crowded market.

Through interviews with stakeholders, we learned that Court Culture’s site was underperforming in key areas: customers wanted more detailed product information, clearer sales callouts, and a smoother checkout process. We also heard that their edge was in carrying inventory across multiple racquet sports, not just tennis, and in offering a higher-end, hands-on in-store experience that the website wasn’t reflecting.

We reorganized the information architecture to make browsing intuitive across categories like tennis, pickleball, and padel. Wireframes helped us validate flows for shopping, promotions, and checkout, ensuring that the new site supported both customer needs and the business’s differentiators.

One of the unique challenges we tackled was the product customization experience. Shoppers often needed to configure multiple properties on a single item, for example, selecting different options for different parts of the product. We redesigned this flow to be clear and intuitive, reducing friction in what had previously been a confusing and error-prone process.

We began by exploring mood boards to see how Court Culture’s brand could be reimagined for digital. The goal was to make the site feel premium and modern while staying approachable and authentic to racquet sports culture.

We introduced bold typography, clean layouts, and refined UI components that gave the site a polished look and feel. Updated imagery and elevated product presentation helped Court Culture stand out from competitors and align with the lifestyle positioning of the brand. A cohesive design language was applied across product pages, navigation, and promotions, bringing clarity and consistency to the entire experience.