Enhancing the Ladder Customer Journey
How do you translate a brand built by elite athletes into a digital experience that feels premium—but still personal?
Ladder Sport needed more than just a beautiful site. They needed a system that could scale, convert, and connect. I led UX, creative, and product flow design to bring that vision to life—shaping personalized journeys, defining best practices, and aligning every touchpoint to real customer needs. If you would like to learn about some of my design methods and details around process, please contact me.
The Challenge
Ladder Sport was founded on excellence—but its digital experience needed to reflect that same level of performance.
The brand had to:
Showcase athletic credibility from founders like LeBron James and Arnold Schwarzenegger—without alienating everyday users.
Personalize journeys for a wide spectrum of customers, from professional athletes to first-time supplement users.
Build trust quickly and guide users from discovery to long-term loyalty through intuitive, goal-driven flows.
Introduce a subscription model that felt valuable, not transactional.
Establish scalable UX principles to support evolving content, product growth, and marketing campaigns.
The Approach
Using a human-centered design approach, I helped shape a product strategy rooted in clarity, empathy, and visual cohesion—while staying tightly aligned with Ladder’s brand, business goals, and customer mindset.
This included:
Understanding Brand Positioning: Immersed in Ladder’s identity to align tone, trust, and premium appeal across the experience.
Type Hierarchy & Color Usage: Extended and refined visual language to reinforce brand recognition and legibility at every touchpoint.
Target Customer Insight: Designed flows and messaging that resonated with both professional athletes and everyday users looking for serious results.
Founder Ethos Translation: Translated the vision of founders like LeBron James and Arnold Schwarzenegger into digital elements that inspired action without overwhelming casual users.
And from a product execution perspective:
Customer Journey Mapping – Defined the full lifecycle from awareness to loyalty.
UX and UI Flow Design – Created intuitive, conversion-optimized paths.
Creative and Visual Storytelling – Directed the look, feel, and narrative of the brand experience.
Subscription Logic and Upsell Flow – Seamlessly integrated offers to encourage long-term engagement.
Defining Product Principles – Established reusable frameworks and UX rules that aligned with Ladder’s evolving digital ecosystem.
The Results
+30% Increase in User Engagement
Customers spent more time exploring content, completing journeys, and returning post-purchase.Client Acquisition Rose from 2% to 6% (E-commerce) and 4% to 9% (Subscription)
By rethinking the entire customer journey—from landing page to checkout—I helped create a seamless, trust-driven experience that made it easier for users to understand Ladder’s value, select the right products, and take action. Through simplified discovery, clear value messaging, and personalized flows, we removed key friction points and saw e-commerce conversion increase from 2% to 6%, and subscription sign-ups grow from 4% to 9%. These improvements reflect a more intuitive, emotionally resonant experience that encouraged both first-time purchases and long-term engagement.Improved Subscription Opt-Ins (with Lower Churn)
Seamless flow, clear value messaging, and flexible controls helped convert and retain customers.Elevated Visual Identity
Unified typography, color, and imagery brought Ladder’s high-performance story to life—without sacrificing usability.Faster Path to First Purchase
Optimized journeys and trust-building content reduced time from landing to checkout.Scalable UX Framework for Growth
Modular content blocks, personalization rules, and design principles created a foundation for future product and content rollouts.
