CCM Hockey
Reimagining CCM Hockey’s digital ecosystem and the customer journey from discovery to play.
While at Publicis-Nurun, I joined the team tasked with developing a robust, scalable and experience-driven e-commerce platform for CCM Hockey. Our goal was to differentiate it from the competition and deepen customer engagement with the CCM brand and its products online.
Client
Services Provided
Industry
Company
Hockey isn’t just a sport: it’s a lifestyle. We therefore needed to create an e-commerce experience that could speak to everyone, from complete beginners to the most passionate fans, while fostering a genuine connection with the brand.
Delivered an immersive brand experience beyond products and services
Streamlined the user journey from discovery to checkout
Recommanded a modular, data-driven content strategy for flexibility and optimization
Research & Analysis
We conducted user interviews, surveys, and in-app analytics to identify pain points and user needs while also examining competitor apps and industry trends for insights.
Information Architecture
Based on the research, we reorganized the app's navigation and content, prioritizing features and information to align with user needs.
Wireframing & Prototyping
I designed low-fidelity wireframes to visualize the new content strategy, iteratively refining based on user feedback.
By conducting an analysis of leading e-commerce sites, a funnel that incorporates a range of advanced features and content opportunities was proposed.
Collaborative workshops with the client allowed us to refine essential features and develop a tailored content strategy. We integrated content and functionality to establish a clear structure, while designing intuitive navigation flows to guide potential user journeys effectively.
By concentrating on target personas, the content strategy was refined to meet the needs of our audience.
I proposed a modular approach, enabling the brand to assemble each page like Lego bricks and adjust them dynamically based on analytics performance.
Creative Director
Sasha Ouimet
Art Director
Laurent Venerosy
Strategic Planner
Sarah Coutu
UX Stategy
Manish Ramloll