Online store of clothing and of shoes for an active life. Development and re-branded online store.
2013
Sector: Sport
Strategy
Experience
Design
Awards
Behance Featured in Interaction
Client
Profmax (formerly Sportmaxi) is a leading retailer of clothing and footwear for an active lifestyle. With a strong physical presence of over 30 stores across the Urals region, the company focuses on providing affordable, high-quality casual and sportswear to a broad audience.
Problem
Following a major rebranding from “Sportmaxi” to “Profmax,” the company needed a digital platform that matched its new identity. The challenge was to transform a traditional brick-and-mortar business into a modern omnichannel retailer. The new online store had to handle a massive product catalog (thousands of SKUs) without overwhelming the user, ensuring that finding the right size or color was as easy as in a physical shop.
Solution
We designed a robust eCommerce Website tailored for high-volume retail.
UX/UI Design: We created a clean, grid-based layout that prioritizes product visibility. The navigation was engineered to handle deep categorization (Men, Women, Kids, Sport, Casual) with advanced filtering options.
Visual Style: The design reflects the energy of an “active life”—using bold typography and clear calls-to-action (CTAs) to guide the customer journey from browsing to checkout.
About the company
One of the leading retail chains selling clothes, shoes and accessories for sport and active life in Casual style in the Urals region. The company is founded in 2003, currently it has 38 own stores in the Sverdlovsk, Chelyabinsk, Tyumen and Kurgan regions. Since 2010 also online store operates.
The purpose and benefits of the project
Development of the online store in the Fashion segment with responsive design, focused on the use of Rich-Media Content.
Reducing the number of failures at the stage of ordering, raising of other business indicators of the online store.
Improvement of the user experience through the introduction of new selection tools for online shopping.
Project tasks
Structuring of the catalog and grouping by product categories, optimization of the main menu.
Improvement of the performance of the site, in particular the generation time of the menu and catalog.
Simplifying of the steps of ordering, deeper integration of geolocation tools, the API service delivery and payment.
Development of the tools of marketing activities.
Better visualization of the information about the sizes of the product.
Solutions and Processes
Mechanism of reservation of goods and shipment at the selected store.
The internal ranking system of products based on popularity and user preferences.
Vacancy section with the possibility of response and their management.
Bonus and gift cards with a possibility to order on the website and check the balance online, promo codes.
Bilateral integration with SAP nomenclature, promotions, bonus programs and personal data.
Constructor of shares and sales, gifts for the purchase and other marketing tools.
Trigger mailing with customizable scripts.
Overall result
Launch of the online store with a new design according the company’s re-branding.
Developed pass-through bonus system for the offline and online store with registration at the cash register or in a private office.
New tools for the categories management and the formation of special catalogs.
Introduction of the internal system for native advertising marketing activities.
Platform and integration
Platform: Magento
ERP: SAP
Acquiring: Assist
Result
The new online store successfully bridged the gap between offline and online retail for Profmax. The intuitive interface allows customers to effortlessly browse collections and make purchases from any device. This digital transformation has significantly expanded the brand’s reach beyond its physical locations, driving sales and strengthening customer loyalty.
Achievements
x2
growth of conversion online store
160 000
visitors
>500 000
commodity positions
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