11FootballClub was created in 2011 in Nantes, France, with the idea of becoming a benchmark in the world of Football. 11FC offers the best sports products and the most judicious advice for everyone, from professionals to amateurs, without forgetting supporters and families. The brand has grown rapidly online and in its physical store in Nantes.
KALEIDO was approached with a specific mission: "Upgrading the brand with a seamless e-commerce experience as part of its geographic expansion into Paris."
Shopper experience research and analysis revealed that 11FootballClub e-store was challenged with multiple friction points across the eCommerce journey (purchasing tunnel, conversion…) as well as a dated look and feel that was bringing down the perceived value of the brand.
A cohesive design language that mimicked the user’s offline experience and the selling ceremony in the shop was created, with expansive white space and clean typography. The entire eCommerce process and purchasing funnel was optimized with bigger, more varied imagery and more prominent ‘Buy’ CTAs, and deprioritized distracting information.
Custom-made features such as jersey transfer printing were integrated, allowing shoppers to visualize their custom designs on various jerseys and with various fonts. Other features were added for activations and to enhance conversion, consolidated form interactions, and language, and introduced cross-selling modules into the checkout to ensure users could more easily complete the perfect look.
E-Commerce Platform | UX-UI | Content Management | Maintenance