SCUF Gaming Website Redesign
Designed for speed. Built to perform.
E-COMMERCE WEBSITE REDESIGN
SCUF had already built one of the most recognized brands in competitive gaming, driven by products trusted by the world’s best players. But while the controllers were engineered for performance, the website wasn’t keeping up. With over 7M annual visitors and more than 80% of traffic coming from mobile, the experience was slow, complex, and leaving revenue on the table.
In close partnership with our e-commerce team, I led the definition of the end-to-end user journey, mapping each step from entry point through purchase to identify friction and missed opportunities. We restructured the site to support multiple entry points, ensuring every page had a clear role across paid, direct, and returning traffic. The goal was simple: create a faster, more intuitive path to purchase that worked as hard as the product itself.
I led the UX/UI redesign hands-on, developing wireframes that defined page structure, content hierarchy, and interaction patterns across the site. My team produced all creative assets and copy, ensuring a consistent, performance-driven experience throughout.
SCUF’s customizable controllers drive over 40% of total sales. With more than 10 configurable components and millions of possible combinations, the challenge was making that complexity feel intuitive, not overwhelming.
We redesigned the builder as a guided, step-by-step experience, simplifying navigation and bringing clarity to each decision. A dynamic preview zoomed into each component in real time, creating a more precise and engaging experience.
About.
Role: Creative Director
Contribution: Creative Strategy, Art Direction, UX/UI Design, Copywriting
Brand: SCUF Gaming
Results.
23% increase in conversion rate
15% reduction in bounce rate
10% increase in average order value
Sub-2 second page load speeds
Scope.
• UX/UI Design
• E-commerce
• Design Systems
• Copywriting
• Content Creation
• Mobile Optimization