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Cole Haan

Designing journeys that accelerate the path to purchase

I partnered with a major footwear brand to modernize its digital shopping experience through a comprehensive set of UX updates. By streamlining navigation, speeding up key user journeys, and surfacing critical product information, the redesign reduced friction and built greater trust in the shopping process. These improvements not only aligned the digital design system with the brand’s evolving audience but also set a higher standard for today’s tech-savvy consumers.

Contributions

UX strategy + research
UX design
User journeys
‍Prototyping

Details

eCommerce
2023

The challenge

Boost engagement, reward loyalty, and attract sponsors—all within a single app experience.

My role

UX Research
UX Strategy
UX Design
User Journeys
Documentation

Product

Native app

I led the overhaul of U.S. Soccer’s native mobile app to boost user engagement and deliver greater value to its customer loyalty program, the “Insiders” group.

Through discovery sessions with internal stakeholders and fan surveys, we identified core organizational goals and validated proposed features. I went on to develop journey maps and wireframes for key user flows while overseeing the final UI design.

The app was recognized as a Webby Awards Honoree in the Sports Apps & Software category. It also drove a significant increase in sponsorship revenue, including the sale of naming rights to Anheuser-Busch in a multi-year deal.

Challenge

Boost engagement, reward loyalty, and attract sponsors—all within a single app experience.

My role

UX Research
UX Strategy
UX Design
User Journeys
Documentation

  • I led the overhaul of U.S. Soccer’s native mobile app to boost user engagement and deliver greater value to its customer loyalty program, the “Insiders” group.
  • Through discovery sessions with internal stakeholders and fan surveys, we identified core organizational goals and validated proposed features. I went on to develop journey maps and wireframes for key user flows while overseeing the final UI design.
  • The app was recognized as a Webby Awards Honoree in the Sports Apps & Software category. It also drove a significant increase in sponsorship revenue, including the sale of naming rights to Anheuser-Busch in a multi-year deal.

Aligning consumer needs with business goals to guide a modernized shopping experience.

Research revealed that modern consumers expect effortless product discovery, seamless navigation, and recommendations that feel curated. These insights shaped the foundation of our design strategy—removing friction while anticipating intent.
In parallel, stakeholder sessions clarified business priorities: make product data easier to access, attract a younger urban consumer base, and strengthen trust to reduce hesitation. Together, these objectives created a clear roadmap that balanced user expectations with growth targets.

Smarter category wayfinding reduced cognitive load and boosted product exploration.

To simplify navigation, I introduced visual sub-category callouts at the top of the page. This reduced cognitive load, allowing users to focus on exploring product groups quickly and instinctually. It also gave the brand a flexible way to highlight seasonal or promotional categories, creating a more dynamic and engaging shopping experience.

Creating a seamless path to purchase while unlocking new sales opportunities.

I streamlined the shopping flow to minimize friction from browsing to buying. This included simplifying cart additions with quick shop, enabling smart cross-selling, and ensuring the overall experience reflected the brand’s forward-looking product lines. The result was a faster path to purchase that both removed barriers to checkout and surfaced new revenue opportunities.

Empowering confident purchase decisions with clear, upfront product information.

On the product detail page, I prioritized essentials—price, promotions, reviews, shipping, and stock status—so users could make decisions with confidence. To further reduce hesitation, I added expandable content flyouts for fit, sizing, and product details while ensuring lifestyle imagery and key info stayed visible above the fold. These updates lowered cognitive load, built trust, and increased the likelihood of conversion.

Designing a predictive, personalized search experience that reduces friction and avoids dead ends.

I designed a predictive search that adapted to each user’s history, suggested relevant products, and accounted for edge cases to ensure no dead ends. The result was a faster, more intuitive search flow that minimized errors, reduced typing effort, and kept users engaged throughout their journey.
Web design mockup

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Delivering incremental, goal-driven improvements that streamlined journeys and built trust.

Each design enhancement was delivered in phases, ensuring every change directly advanced both user needs and business objectives. We simplified wayfinding, accelerated key journeys, and surfaced critical product information—all while strengthening trust in the brand. These improvements not only optimized immediate shopping outcomes but also aligned the digital design system with Cole Haan’s evolving target market.

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Driving revenue through loyalty-focused app enhancements.
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Driving revenue through loyalty-focused app enhancements.
UX strategy for U.S. Soccer
Web design mockup
Driving a 650% ad impression lift through UX optimization.
Product design for U.S. Soccer
Driving a 650% ad impression lift through UX optimization.
Product design for U.S. Soccer
01.
Increase sign-ups for Insiders loyalty membership program.
02.
Provide additional value to existing paid and free Insiders members.
03.
Identify potential sponsorship opportunities within the app.
04.
Increase app interaction during and after the match.

Key business goals, gathered through stakeholder collaboration, set our strategic direction.

I found that an Insider's account-gated Player-of-the-Match (POTM) voting flow was the best way to support the key business goal of increasing Insider Account sign-ups while providing fans with an exciting new flagship feature of the app. This approach helped with important business goals & user needs simultaneously.

Key business goals, gathered through stakeholder collaboration, set our strategic direction.

01.
Increase sign-ups for Insiders loyalty membership program.
02.
Provide additional value to existing paid and free Insiders members.
03.
Identify potential sponsorship opportunities within the app.
04.
Increase app interaction during and after the match.

Key business goals, gathered through stakeholder collaboration, set our strategic direction.

I found that an Insider's account-gated Player-of-the-Match (POTM) voting flow was the best way to support the key business goal of increasing Insider Account sign-ups while providing fans with an exciting new flagship feature of the app. This approach helped with important business goals & user needs simultaneously.

Intro

My name is John Reglin and I’ve built this beautiful little corner of the internet. I’ve spent the past decade shaping thoughtful digital experiences across product, brand, and content. From agency life to in-house teams, my work has spanned UX strategy, interaction design, and Webflow development—often all at once. I care about the craft, the users, and the moments in between. Please don't hesitate to reach out.

jreglin@live.com ↗LinkedIn ↗

Client experience

Cole Haan
Chime
U.S. Soccer Federation
IBM
CME Group
Morningstar
Perkins Coi
Plante Moran
Baker McKenzie
And more

Services

UX strategy + research
Experience design
Product design
Interface design
Design systems
Interaction design
Webflow development
HTML + CSS
JavaScript + GSAP
Me and my wife
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© 2025
John Reglin
John Reglin
Design portfolio© 2025