We highlighted Microsoft Clarity as a product built with practical, real-world use cases in mind by real product people who understand the challenges companies like Switas face. Features such as rage clicks and JavaScript error tracking proved invaluable in identifying user frustrations and technical issues, enabling targeted improvements that directly impacted user experience and conversion rates.
Global Heritage meets Local Digital Excellence
As a global leader in performance sportswear, Under Armour sought to redefine its digital presence in the Turkish market. At Switas, we partnered with Under Armour Turkey to design and launch a high-performance web and mobile app experience, built on the Akinon commerce infrastructure. Our mission was to harmonize Under Armour’s global "Protect This House" ethos with a localized, data-backed shopping journey.
Beyond Aesthetic Adaptation
The project wasn't just about applying a global UI kit to a local site. We needed to identify why the previous structure wasn't performing at its peak. The challenge was twofold:
Technical Alignment: Leveraging the full potential of the Akinon backend.
Friction Removal: Identifying and fixing deep-seated UX pain points that were hindering the Turkish user's path to purchase.
Phase 1: The Audit & User Research (The "Why")
Before a single pixel was moved, Switas conducted a comprehensive UX Audit to pinpoint conversion killers. We didn't rely on assumptions; we went directly to the source.
User Research: We conducted deep-dive sessions with 5 target-audience users.
Methodology: Through moderated usability testing and interviews, we mapped the emotional and functional journey of an Under Armour customer.
Key Findings
Navigation Complexity: Users struggled with overly dense menus that didn't align with local search habits.
Mobile Friction: Significant "drop-offs" were identified during the size selection and checkout phases on mobile devices.
Information Hierarchy: Crucial product technology details (like UA HOVR™ or Iso-Chill) were often buried, missing the chance to justify the premium price point.
Phase 2: The Solution (The "How")
Using the audit insights as our North Star, our Product Studio team executed a precision-engineered redesign.
1. Strategic Localization of Global UI
We took the Under Armour global design language and "localized" its UX logic. We ensured that while the site looked like Under Armour Global, it felt like a premium Turkish e-commerce experience—optimized for local payment habits and shipping expectations.
2. Solving the "Audit Pain Points"
Streamlined Path-to-Purchase: Redesigned the Product Listing Pages (PLP) and Product Detail Pages (PDP) to highlight "Performance DNA" while making the "Add to Cart" action instantaneous.
Akinon-Native Components: Developed a UI library that fits perfectly within Akinon’s architecture, ensuring that the redesigned checkout flow was not only beautiful but technically seamless.
3. Mobile-First Optimization
Based on the research findings, we rebuilt the mobile navigation from scratch. We implemented a "bottom-sheet" navigation style for filters and size selection, drastically reducing the effort required to shop on the go.
A New Benchmark in Sportswear E-Commerce
The collaboration resulted in a successful launch of both the web and mobile platforms.
- Evidence-Based Design: Every design decision was backed by the initial 5-user research study, leading to a more intuitive interface.
- Technical Synergy: Full integration with Akinon, resulting in faster load times and a more stable shopping environment.
- Unified Brand Identity: A consistent, high-end look across all digital touchpoints that resonates with the local athlete.
