Role
Product Designer
Timeline
3 weeks
Year
2023
GRIP.’s a a crew and skate’s shop from Oporto. It all started one day as a small clothes and board’s shop in the 90’s. Hitherto it sells national and international streetwear brands but also skateboarder’s hardware.
Discover
Business Goals
Discover
A competitive analysis was conducted to identify the strengths and weaknesses of competitors
To position Grip in a way that truly resonates with the skateboarding community, we conducted a competitive analysis of key players in the skate and streetwear market. Our goal was not just to map feature parity, but to uncover strategic opportunities.
We examined four leading competitors across multiple dimensions — product offering, brand autonomy, communication channels, digital presence, and customer experience. This included well-established names like Ericeira Surf & Skate and more niche platforms such as Fillow and Kate Skates.
Customization is expected: Most competitors offer some form of board personalization. This validates the need for a strong, intuitive customization flow in our own product.
Few own the brand end-to-end: Only a subset produce and promote their own brand, suggesting an opportunity to create a more vertically integrated experience that reflects skater values and aesthetics.
Client support is inconsistent: A surprising number of players neglect proper customer support, either lacking visible channels or offering only minimal service. This opens the door for us to differentiate through accessible, community-oriented support.
Mobile optimization is now table stakes: Every competitor except one offers a mobile-friendly site, reinforcing the need to design with mobile-first principles.
Social presence is broad, but fragmented: While most brands are present on social media, very few engage across the full spectrum (e.g., TikTok and YouTube). This insight guided our thinking on how to communicate more effectively with younger skaters.
User Interviews
Understanding skate culture to build authentic digital experiences
To gain a comprehensive understanding of skate culture and the challenges skaters face when buying skate material, we conducted interviews with a diverse range of individuals. These interviews included beginner skaters, skaters with over a decade of experience, and even those who own a skate apparel brand. Through these interviews, we observed recurring patterns in behaviors and challenges.
The goal of this project is to create an online shop that reflects the skater culture and brand’s shared values. It should also help all customers to buy streetwear and customise their boards from the wood to the very last screw.
Define
Key pain points
Define
How might we help a skater, with a lack of feedback, make an informed purchase online?
Ideation
The "Skate Advisor", your AI guru
To replicate the in-store experience of receiving expert advice, we proposed the “Skate Advisor”, an interactive quiz powered by AI. Based on the user’s responses, the system generates personalized video recommendations, helping users find the right gear, understand product differences, and feel supported — whether they’re beginners or seasoned skaters.
Ideation
Site Map
Ideation
Task Flow
A/B Testing
Validating Interaction Patterns to Reduce Friction
To ensure the browsing and customization experience was intuitive and aligned with user expectations, we conducted an A/B test comparing two interaction flows for product exploration.
Option A – Confirm Before Reveal
In this version, users were presented with a “Confirm My Choice” button before they could access detailed product information. The intention behind this interaction was to validate selections before displaying specifications or customization options. However, during testing, several usability issues emerged:
Users hesitated or stalled at this stage, unsure whether “Confirm” meant committing to a purchase or merely progressing to more details.
Click-through rates to the product detail page were significantly lower.
User interviews revealed confusion around the purpose of the button, particularly among first-time users unfamiliar with the brand or interface.
Option B – Direct Access with Fewer Steps
Option B removed the intermediary “Confirm” step and allowed users to click directly into the product. The results were markedly improved:
The number of clicks required to reach the product page decreased by one.
User flow was smoother, with a more natural progression from product listing to detailed view.
Bounce rates dropped, and time on site increased, indicating higher engagement and interest.
Based on both quantitative metrics and qualitative feedback, Option B provided a more frictionless experience. The test reaffirmed an important UX principle: minimize cognitive load and avoid unnecessary confirmations unless they serve a clear functional purpose.
As a result, we implemented Option B as the default pattern for product navigation. This decision directly contributed to a more seamless user journey and aligns with our broader goal of making skate culture more accessible through intuitive, user-friendly design.
Learnings
Replicating the physical experience online builds trust and connection
By aligning design decisions with cultural insights and user feedback, we delivered a concept that feels authentic and intuitive for the skating community.
The final solution streamlines product discovery and customization while staying true to the brand’s identity.
Next steps would involve usability testing post-launch, refining the Skate Advisor with behavior-based recommendations, and exploring deeper integrations with the skater community — both online and offline.