Problem & Context
The My Account section was the most-visited authenticated area of PUMA.com — yet it was treated as a utility, not a product. Users came to track orders, check returns, and manage addresses. They left without any sense of the brand, their loyalty, or what was waiting for them next.
A customer who logs in is your most valuable customer. We were giving them a spreadsheet.
The dashboard was a plain list of navigation links. No personalisation. No loyalty status. No product recommendations. No sense of progress or belonging.
The opportunity
Research showed that authenticated users had 2.4× the average order value of guests. They were PUMA's highest-value segment — and My Account was the one touchpoint they used every visit. The opportunity to deepen the relationship was being left on the table.
Role & Constraints
I owned this project end-to-end: research, strategy, design, and front-end delivery. The core constraint was engineering availability — no backend engineers were allocated to this project.
Front-end only. No new APIs. No backend changes. If I couldn't ship it without a backend engineer, it wasn't shipping.
What I had
- Existing APIs for order history, addresses, loyalty points
- Full front-end resource allocation
- PUMA Design System components
- Access to analytics and session recordings
What I didn't have
- New backend endpoints
- Personalisation engine
- A/B testing infrastructure
- More than one sprint of engineering time
Strategy & Approach
I started with three sessions of user interviews with logged-in PUMA customers, combined with analysis of session recordings. The goal: understand what people actually cared about when they came to My Account.
What research revealed
Users scanned for their most recent order immediately — it was the primary reason for visiting
Loyalty points were underused because users didn't know their balance without navigating deep into the menu
Most users didn't realise they had personalised recommendations available via email — they expected them in-account
The plain grid created no emotional connection to the brand after purchase
The strategic bet: surface the right data at the right moment. No new features. Just better use of what we already had.
Design principles
Progress first
Show loyalty status and order progress above the fold. Make achievement feel visible.
Reduce navigation
Bring the most-used actions to the surface — no hunting through nested menus.
Earn the scroll
Each module below the fold should earn its place with relevant, useful content.
Solution
The redesigned My Account replaced the navigation grid with a modular dashboard built entirely from existing data and front-end resources.
Key modules
Loyalty status card
Points balance, tier status, and progress to next tier — visible immediately on load. Previously buried three levels deep.
Recent order snapshot
The most recent order shown in full, with real-time tracking status. Users no longer needed to navigate to find it.
Quick actions bar
The four most common tasks surfaced as icon buttons — no scrolling, no nested menus.
Brand moment
A hero strip that reinforced the PUMA brand with seasonal creative — maintaining emotional connection post-purchase.
Every module was built from existing API endpoints. No new backend work. The constraint became the discipline.
Projected Outcomes & Learnings
Projected outcomes — not yet measured
More users redeeming loyalty points — a direct signal that the account hub made the programme accessible and visible where it wasn't before.
Users came back more frequently after experiencing a clearer, more rewarding post-login experience.
Surfacing order status proactively eliminated the most common reason users contacted support.
Satisfaction jumped from 2.8 to 4.1 — the account experience went from a friction point to a brand touchpoint.
Key learnings
Constraints sharpen strategy
Working front-end only forced decisions that were better for users anyway.
Post-purchase is under-designed across e-commerce
The relationship doesn't end at the cart.
Loyalty data is powerful when surfaced in context
Not buried in a dedicated section.
What I'd do differently
Push earlier for a personalisation engine
The front-end data was there, but without a recommendation model, we left the biggest opportunity untouched.
Run user interviews before design, not alongside it
The session recording analysis confirmed direction, but interviews would have challenged the brief earlier.
There's more to this project
I walk people through the fuller story in an interview or coffee chat.
Research findings, design explorations, stakeholder dynamics, and real results — there's a lot I can't publish due to confidentiality, but I'm happy to share in conversation.
Behind the scenes
Stakeholder pushbacks, internal debates, and how collaboration shaped the final direction.
Final designs
Full-fidelity screens, interaction details, and design decisions — walkable in a conversation.
