Speedo are one of the world's most recognised performance swimwear brands – but their digital presence needed to keep pace with their reputation. With a full replatforming project on the horizon, this was a self-initiated piece of work: a forward-looking design exploration to demonstrate what moving to Shopify could genuinely mean for the brand, and to give the teams involved a clear and inspiring vision of what was possible.
Speedo's existing e-commerce platform, built on an existing template, was limiting the brand creatively and commercially. With a migration to Shopify in the pipeline, I initiated this project independently, with the goal of showing design, development and trading teams how the transition could be used as a genuine opportunity, not just a technical lift-and-shift. The main focus was on Category Landing Pages and Product Listing Pages as these spaces are where brand, discovery and conversion all meet.
Rather than simply mapping existing content onto a new platform, the work explored how a Shopify environment could unlock a more editorial, performance-driven approach to page design – one that would improve the visual experience, make shopping easier and more intuitive, and ultimately help grow Speedo's online audience. Ai-generated imagery was woven in with existing brand assets to show how new technology could play a role in keeping the brand creatively sharp and future-facing.
This was a self-initiated design project, developed to provide direction and inspiration ahead of the live replatforming work. I conceived, designed and produced the full set of page concepts independently, making the case for how switching to Shopify could deliver real, tangible improvements to site performance, visual impact and ease of shopping. The intention was to hand the teams a compelling vision they could build from with confidence.