OVERVIEW
Explore an apprenticeship project covering UX research, UI redesign, and Webflow delivery for Eric Flag's brand.
From 6 to 3 clicks
Optimized conversion path
Full Brand Ownership
Owned platform, consistent identity
End-to-end
From research to Webflow delivery
PROBLEM & RESEARCH QUESTION
CONTEXT
Eric Flag is a fast-growing street workout e-commerce brand selling sports equipment and online training programs, co-founded by Eric Flag, a well-known fitness influencer and YouTuber in the sports industry.
During my apprenticeship, one of my key missions was to design and develop a new platform dedicated to selling training programs, replacing an outdated solution that no longer met users’ expectations or business goals.
This project became an opportunity, alongside my studies at Gobelins Paris, to demonstrate how an optimized interface can significantly improve user experience. By focusing on clarity, reduced friction, and streamlined navigation, the platform was designed to support high purchase intent while minimizing cognitive overload and guiding users efficiently toward checkout.
PROBLEM STATEMENT
Training program platforms overwhelm motivated buyers with too much information and too many steps before purchase, increasing cognitive load and causing drop-off right before conversion.
Business Driven Research
Grounded in stakeholder feedback, a personal heuristic evaluation of the existing platform, and usability testing data collected as part of the Gobelins UX Thesis, this redesign was driven by clear business needs identified directly with the Eric Flag team.
RESEARCH GOALS
PERSONA & METRICS
Thomas
Motivated buyer
Eric flag follower
Transformation-driven
Frustrations
Need information
Checkout too long
Off-platform
Lost in navigation
Based on
Months apprenticeship
Interfaces tested
Participants feedback
External platform (users exit Eric Flag ecosystem)
Bring back to owned, brand-consistent solution
Uncontrolled design (doesn't reflect brand identity)
Full UI redesign, clean branding
Checkout too long (friction before purchase)
Reduce clicks, optimize conversion tunnel
KEY INSIGHTS & DECISIONS
HOW I APPROACHED THIS PROJECT
Based on stakeholder feedback and heuristic findings, I followed a structured Product Design process from audit to final delivery.
DURATION
8 Months
Limits
Business deadlines
No A/B testing deployed
Solo designer
CASE STUDY - SOLUTION
A UX and UI redesign of the Eric Flag training programs platform from information architecture to final UI built and delivered in Webflow.
Deliverable
Full UI Redesign
Checkout Flow Simplification
Webflow Integration
Expected Outcome
Reduced purchase friction
Fewer steps, clearer hierarch, users reach checkout faster
Stronger brand consistency
Owned platform fully aligned with Eric Flag's visual identity
Faster path to conversion
Optimized tunnel reduces drop-off at every step
IMPACT & RESULTS
Results are based on the Gobelins UX Thesis usability tests. Eric Flag Programs was one of the three interfaces tested with 8 ADHD participants. Figures reflect test conditions, not live deployment data.
Observed User Impact
Cognitive load reduced
Scored 2/5 vs 4/5 on MyProtein, lowest cognitive load of all tested interfaces
Navigation ease
Score 5/5, highest of all 3 interfaces tested
Simplification adoption
8/8 participants preferred the programs platform over MyProtein
Expected Product Impact
Higher conversion rate
Fewer clicks and clearer CTA reduce drop-off before purchase
Lower cart abandonment
Simplified tunnel keeps users engaged until checkout
Stronger mobile experience
Mobile-first design = less friction on the main traffic source
Key Metrics
Clicks to complete checkout
Average navigation time
Cognitive load score (lowest of 3 interfaces tested)
Navigation ease score
Metrics Framework
If implemented, success would be measured through :
Conversion rate
Checkout completion rate
Time to purchase
Mobile bounce rate
Business Value
A conversion-optimized platform creates measurable business impact
Fewer clicks
Stronger purchase completion rate
Full brand ownership
Coherent ecosystem builds user trust
Webflow flexibility
Fast iteration without dev dependency
Key Learnings
Brand ownership matters
Bringing users back into the ecosystem builds trust and conversion
UX directly drives revenue
Every click removed is a conversion risk eliminated
Simplicity requires discipline
The hardest part was deciding what NOT to show
If I started over
Test on mobile first
Majority of users came from mobile. Desktop-first was the wrong starting point
Align with business constraints from day one
Understanding technical and marketing limitations earlier would have shaped better design decisions
Co-design with the customers and the community
Involving real customers and followers earlier in the process would have grounded design decisions in actual user needs, not just team assumptions
What I keep
Optimize my workflow
Building directly in the browser accelerates iteration and reduces handoff friction
Conversion-first hierarchy
The most important action must always be the most visible element on screen
Structured simplicity
Removing unnecessary information is as important as adding the right content
What comes next
Formalize a design system
Turn UI decisions into a scalable, reusable component library for all Eric Flag products
Deploy real analytics / A/B Test
Measure actual user behavior post-launch to validate design decisions with real data
Extend the design system to all Eric Flag products
Apply the same component logic to the full brand ecosystem (equipment, resources)
