Gracie Barra Wear

Arctic Leaf Inc. | UX Design | Responsive Website

As UX Designer at Arctic Leaf, I led the experience design for GB Wear's Shopify B2C e-commerce platform, translating brand values and complex purchasing requirements into clear, scalable user flows designed to support community, customization, and growth for a global martial arts audience.

The Challenge

GB Wear, the official apparel brand of Gracie Barra, needed a scalable e-commerce experience to support a diverse catalog, from casual apparel to highly customized uniforms and belts, without overwhelming users. The platform also had to handle school-specific sign-up for unique product groups, a product customizer, and global audiences, while reinforcing community and shared identity. Reducing friction across navigation, registration, and checkout was critical to driving conversion and long-term engagement.

Consultation & Ideation

We aligned business goals, brand values, and user needs with the GB Wear's client. Discovery focused on defining key journeys for first-time shoppers, returning students, and school-affiliated buyers. Ideation centred on simplifying complex navigation, balancing community content with shopping goals, and building trust through social proof and personalization, all within a scalable Shopify strategy built to support customization, attribution, and long-term growth.

Wireframing & Prototyping

High-fidelity responsive wireframes were produced for all core pages, including the homepage, mega menu, collection and PDPs, cart, as well as multi-step student and school registration flows, and assembled into interactive prototypes to validate navigation, hierarchy, and complex interactions such as the product customizer. Iterative testing and client feedback refined the mobile behaviour, category menu depth, and content placement ahead of the visual design and development phases.

Final Results

The final experience delivered a clean, minimal Shopify theme with imagery, usability, and community front and center. Improved navigation guides users toward featured collections, products, and shoppable community content, while custom PDPs support both standard purchases and advanced uniform customization. Streamlined cart, checkout, and registration flows reduce all friction and ensure accurate school sign-up, establishing a scalable foundation for GB Wear's long-term vision of customization, community, and global growth.

Wireframes and design work displayed on this page were created during my time at Arctic Leaf Inc. and are shown with permission. All associated intellectual property, including wireframes and final designs, remains the property of Arctic Leaf Inc.

This material is presented for portfolio and illustrative purposes only.

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