SailGP Shop
Redesign existing E-Commerce Store with Shopify Integration
Project Type
Product Design
Roles
UX / UI (Sole Designer)
Graphic Designer
Date
November 2025 - March 2026 (Launch)
About SailGP
SailGP, officially the Rolex SailGP Championship, is an annual international sailing competition featuring national teams racing high performance F50 Catamarans.
The series consists of multiple grands prix held at venues around the world, with teams earning points at each event toward an overall season championship. Races are designed to be short, fast-paced, and spectator-friendly, showcasing cutting-edge sailing technology.
The Project
SailGP has an existing online shop that isn't fit for purpose and doesn't reflect their branding anymore. The layout is clunky, feels outdated and the process isn't smooth overall. It also doesn't scale well on tablet or mobile screens (80% of SailGP's website traffic comes from mobile, so this is a huge problem!)
I mentioned with the help of Shopify, the checkout experience will be much smoother and we can easily update the inventory with their inbuilt CMS.
Design Process
Conducting a UX audit of the existing shop to see what works and what doesn't. From here, it is easy for me to see where major changes need to be made.
01 Audit
Putting together the ideal Information Architecture and how the user flows through the checkout process. Putting together some wireframes before showing them to relevant stakeholders.
02 IA & Wireframe
I chose a theme and started to add the components that I'd designed on Figma. I added some custom CSS code to adhere to the SailGP branding on elements that needed extra help and designed all graphic elements that needed to be done.
03 Implement
White
#FFFFFF
Supercharged Red
#E23C25
New Wave Blue
#66C1C4
Deep Ocean Blue
#061A1B
Information Architecture
The IA shows the different information displayed on each page. I wanted the navigation to be as minimal as possible but still make sense to a user. The most important things for food ordering customers are the menu, their total and how they can pay, so that process had to be as smooth and minimal clicks as possible.
From research findings - headwear and accessories are SailGP's most purchased items. Upon this finding, I decided to give these their own place on the navigation so users could navigate to these as quickly as possible.
Demo: F50 Boat
User scans their environment and places the boat in front of them on a (ideally flat) surface. They can then pinch, zoom and marvel at the detailed boat model.
In the future, there will be touchpoint where a user can learn more about specific parts of the boat and what they do.
Outcomes + Future Steps
The new store will launch in March 2026 ahead of the Rio de Janeiro Grand Prix. I will monitoring users behaviour and checking analytics to see how they interact with the new design.
I had the pleasure of working with Charlotte on the design of our new SailGP merchandising website, and I couldn’t be more satisfied with the experience.
From the very beginning, Charlotte demonstrated a great approach to collaboration: she was clear, responsive, and genuinely attentive to our needs. Communication was always smooth and efficient, and she consistently took the time to understand both the brand and the business goals behind the project.
Her level of professionalism and UX/UI expertise really stood out. She brought strong design skills, thoughtful user-centric solutions, and a sharp eye for detail, while also being flexible and open to feedback throughout the process.
Overall, working with Charlotte was a pleasure. She’s highly skilled, reliable, and great to work with, and I would absolutely recommend her to anyone looking for a talented web designer.
Silvio Castellano - SailGP eCommerce Manager