Dick's Local Strategy - Strategic UX Design

By Sijie Yang | Jonathan Partlow | Justin Hinman

Working with a design agency - SapientNitro, our goal in this project was to reimagine physical retail experiences and ecosystems that benefit both the consumer and the business. These experiences have the opportunity to be highly functional, while at the same time true visions into the future. We were asked to design an ecosystem that better connects a physical, brick and mortar store – Dick’s Sporting Goods – with the larger E-commerce landscape to be hypothetically implemented within the next year.

Informed by data collection and search companies such as Google, our team believe that people prefer to shop locally. Serving the local is exactly where Dick’s Sports can go well beyond the online experience and they already have such advantage. By having a site visit at Dick’s Sports Bloomington, IN and analyzing online shopping websites, we built upon our insights to depict our strategic concept. It consists of three phases which aim at accomplishing different digree of the highest strategic plan based on feasible considerations accordingly. We imagined that Dick's Sports could work on the Store Experience First, then concentrate on local site implementation, and focus on long-term relationships with various communities.

In one week period, Dick's Sports local website mockup was made to show the first phase of our strategy. The whole UX strategy was crafted into a story and selected to present to people from SapientNitro.