GOAT

Optimizing the Flight Club Product Detail Page

Drove a 4x lift in initial sales by surfacing new and used inventory in one PDP buying flow.

Launched in 2020

Executive summary

The Problem

Low checkout click-through rates and an unscalable legacy PDP prevented Flight Club from surfacing multiple pricing tiers, leaving used inventory overlooked due to poor information architecture.

Low Funnel Conversion: Low click-through rates from PDPs into checkout signaled significant friction and drop-off during the selection process.
Unscalable Architecture: A legacy site with minimal updates since 2005 couldn’t support displaying tiered pricing or complex inventory states from the recent GOAT acquisition.
Buried Inventory: Flawed information architecture hid used sneaker options from shoppers, leading the team to prematurely assume low customer interest and consider cutting used items from the redesign.

The Partnership

Served as the lead product designer collaborating with Product and Engineering to define project scope, align on technical feasibility, and champion the user experience through data-driven advocacy.

Scope & Strategy: Partnered directly with the Product Manager to define project requirements, timelines, and milestones.
Cross-Functional Execution: Worked closely with Engineers to balance legacy site constraints with the technical integration of GOAT’s global verification and inventory systems.
Design Advocacy: Used retail sales data, UX analysis, and rapid prototyping to convince cross-functional partners to keep used inventory within scope.

The Solution

Redesigned the PDP to support GOAT’s global inventory, creating an intuitive selection flow for new and used pairs validated through rapid prototyping.

Scalable Buying Flows: Redesigned the core purchase matrix to clearly present new, used, and pre-verified warehouse pairs alongside tiered pricing options.
Educational Architecture: Integrated transparent copy and UI cues that explained the verification process and built buyer confidence directly on the PDP.
Rapid Prototyping: Built interactive prototypes to demonstrate how diverse inventory types could coexist cleanly on one surface without overwhelming users.

The Impact

Drove a 4x lift in initial sales, increased overall checkout conversion, and turned used sneakers into the highest-growth category by proving discovery, not customer demand, was the bottleneck.

4x Sales Surge: Introducing multiple buying options drove an immediate 4x increase in initial sales across core products while measurably improving overall checkout conversion.
Used Inventory Turnaround: Dramatically boosted used sneaker sales, turning a historically stagnant category (<5%) into the highest sales lift of the release.
Strategic Validation: Proved that low adoption stemmed from poor information architecture rather than lack of market interest, creating a scalable model to integrate GOAT’s backend tech into Flight Club’s site.