Improving the user experience for a sports lifestyle brand

You’ve seen ‘47... on the T... on the streets.... at Fenway Park! For over 70 years, they’ve been making the classic baseball hats and sports apparel you see fans wearing everywhere. Their attention to detail and quality make for the best sports and lifestyle apparel around, and their online business has been growing steadily over the years.

‘47 had a website on the Shopify platform, but like so many things in life, there was room for improvement.

Ahead of the holiday shopping season, ‘47 challenged us to help make the online shopping experience better, faster and smoother - especially for users on mobile phones.


We did research to analyze how the site was being used, and where improvements could be made.

  • Drag Me

ICS uncovered more intuitive way for customers to move through their website. We reimagined the navigation, and redesigned core areas such as the home page, collection pages and product pages. The result? A record-breaking Thanksgiving sales run to kick off the holiday season.

The great thing about ICS is that they are more than capable of helping out with just about anything you need, whether that ranges from small day-to-day technical fixes or to much bigger design overhauls that can really help bring your website to the next level.