Leeds United FC

Preparing for Premier League

Powering Global eCommerce for Leeds United

Client

Leeds United FC

Industry

Sports & Entertainment

Services

UX Strategy · UI Design · QA Testing · Market Research

130%
increase in CVR
34%
drop in bounce rate
60%
rise in revenue
37%
increase in transactions

130%
increase in CVR
34%
drop in bounce rate
60%
rise in revenue
37%
increase in transactions

130%
increase in CVR
34%
drop in bounce rate
60%
rise in revenue
37%
increase in transactions

With a Premier League return on the horizon and a new Adidas kit launch, Leeds United needed to re-engineer their online store from the ground up.

Camira Fabrics ecommerce website homepage

Camira Fabrics product listing page for commercial fabrics

A Premier League Standard User Experience

Working in collaboration with Fantastic Media and IDHL, Element was brought in to lead the UX transformation, designing a digital storefront worthy of a global fanbase and a club back at the top.

Our mission

Leeds United needed an eCommerce experience that matched the momentum of their Premier League return. Element’s role was to reimagine the UX to be emotionally resonant, mobile-friendly, and commercially effective, serving both fans and the internal retail team with equal precision. • Design a modern UX that reflects Premier League prestige and Adidas partnership • Improve usability and site flow to drive conversions and engagement • Support mobile-first behaviours with a clean, intuitive experience • Enhance merchandising impact through upsells, cross-sells, and kit personalisation • Empower the retail team with a flexible, design-driven interface

The challenge

The previous platform suffered from functional and emotional disconnects, it failed to engage fans, hindered discovery, and lacked the merchandising sophistication required for global retail. The UX was outdated, with little flexibility for internal teams or support for modern shopping behaviours. • A dated interface that lacked emotional pull and hindered fan engagement • Poor navigation, slow load times, and suboptimal mobile usability • No clear UX pathways for bundling, upselling, or personalisation • A global audience underserved by the previous experience

Preparing for Premier League with precision

Discover

Our UX discovery sessions explored both the emotional and functional expectations of Leeds fans worldwide. We audited the existing store, benchmarked best-in-class eCommerce experiences in sports retail, and mapped out friction points across mobile and desktop journeys. The insight was clear: fans wanted speed, storytelling, and simplicity, without sacrificing club culture.

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Spark

Element shaped a design strategy that blended heritage and high performance. We envisioned the site as a digital extension of Elland Road: bold, energised, and deeply fan-centric. Every design decision aimed to inspire loyalty and spark action.

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Ignite

Experience Design We delivered a fully responsive UX framework tailored to global sports retail. Our work included: • Mobile-first architecture optimised for fast decision-making • Smart navigation systems and intuitive filters • Merchandising layouts designed for bundles, cross-sells, and kit personalisation • Visual storytelling modules to highlight club history and new kit releases UX for Conversion Conversion was designed in, not tacked on. Every product page and shopping pathway was optimised to drive AOV: • Inline kit customisation with real-time preview flows • Cross-sell and upsell components surfaced contextually • Clear signposting to related products, accessories, and offers Retail Team Enablement We worked closely with developers to ensure our UX patterns were CMS-compatible—making it easy for the internal retail team to adapt layouts, launch new campaigns, and spotlight seasonal products.

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Measure

Post-launch metrics showed a dramatic improvement in both usability and commercial performance. UX KPIs included reduced bounce rate, increased mobile engagement, and higher interaction rates on merchandising modules. Our design strategy contributed directly to the platform’s uplift in conversions, sales, and customer satisfaction. Results: • 130% increase in conversion rate • 34% drop in bounce rate • 60% rise in revenue and 37% increase in transactions • Record-breaking kit sales within 48 hours of launch • Significant drop in UX-related customer complaints

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