We were given the great opportunity of designing Roger Federer’s new platform for his footwear brand, The Roger. 

The challenge: Build and experience for fans and shoe lovers, not an e-com. 

The Roger

In tennis, the grid is represented everywhere: on the court, the racket, and obviously the net. Therefore, it was important to try to emphasize playfulness through a grid.

Background

The Roger is a sub-brand of the highly successful sportswear company, ON Running. To express itself differently, it required a new playful platform for launching and exploring shoes. A crucial yet challenging aspect of this project was to avoid creating an e-commerce site; instead, it should embody a celebration of the love for shoes.

My role

Throughout this project, my role was the UX lead. In a creative team of three, we worked collaboratively through the definition phase and set the concept. From that point forward, my focus was primarily on information architecture, wireframing, prototyping, and co-designing.

Awards

— Selected site / Site inspire

— Site of the day / Awwwards

— Developer Award / Awwwards

— Developer of the year / Awwards

— Website of the year / CSS Design Awards