FTC Website Redesign

Website Redesign, E-commerce, Local Business

FTC Skatewear E-commerce Brand Redesign

Project Overview

Project Duration: 2 Weeks

Company: FTC Skate Wear

Read Time: 5 Mins

My Role

UX Designer

User Researcher

UI Designer

Deliverables

Research & Analysis: User Insights, Usability Testing, Competitive Review

Exploration: Journey Mapping, Wireframes, Visual Design

Final Design: High-Fidelity Prototype

Testing & Iteration: Usability Testing, Refinements

Year

2025

The What

FTC’s e-commerce platform isn’t just a store—it’s an extension of skate culture. The goal was to create a seamless shopping experience that feels as authentic as the brand itself, making it easy for skaters to browse, connect, and shop while staying true to FTC’s roots.

The Why

FTC has always been more than just an apparel brand—it’s a pillar of the skate community. While the physical stores reflect that culture, the online experience lacked the same depth. The redesign aimed to bridge this gap, ensuring that every interaction—whether browsing, purchasing, or engaging with content—felt true to FTC’s identity.

The How

It started with understanding the FTC community—how they shop, what they look for, and what makes them feel connected to a brand. Through user research, UX improvements, and strategic storytelling, the new platform was built to be intuitive, visually engaging, and community-driven—offering skaters a digital experience that flows as effortlessly as their next session.

Business Context

What is FTC?

“FTC (For The City) is a globally recognized skateboarding brand founded in 1986 in San Francisco. Known for its authentic connection to skate culture, FTC represents the raw, grassroots spirit of skating.”

How FTC works

FTC blends retail and community, offering premium skate apparel, accessories, and collaborations. Its store and online platform highlight curated collections, lookbooks, and exclusive drops, solidifying its presence in skate and streetwear culture.

Business model

FTC’s business model revolves around direct-to-consumer sales through its retail locations and e-commerce platform. The brand thrives on exclusive product releases, collaborations, and its reputation within the skateboarding community.

How can we redesign FTC's e-commerce experience to blend functionality with authentic skate culture?

Research Method

We engaged with skaters and regular online shoppers through in-person sessions, online surveys, and virtual interviews via Zoom and Google Meet.

The goal was to explore:

Who FTC’s audience is and what defines their connection to the brand.

What challenges they face when browsing, discovering, and purchasing products.

How they currently shop for skatewear—both online and in-store.

Their expectations for a seamless, culturally authentic e-commerce experience.

Research Insights

The range of participants were between 20-26 years old—a mix of skaters, students, and professionals who value authenticity, functionality, and cultural connection in their shopping experience.
60% were skaters and streetwear enthusiasts, prioritizing brand identity, style, and ease of access when browsing for products.
40% were professionals and creatives, balancing convenience, product quality, and modern e-commerce expectations, such as detailed descriptions, reviews, and smooth navigation.

Key Motivators

Seamless browsing—quickly finding the right products without friction.
Authenticity—a digital experience that feels as real as FTC’s presence in the skate scene.
Product storytelling—seeing the culture, history, and inspiration behind each item.
Community connection—features that highlight FTC’s role in the skate world.

The Design

Bold visuals, look books, and lifestyle content that bring the creative, chaotic energy of skateboarding to life, making the website feel like an extension of the culture rather than just a store.

Feature One: Structuring for Seamless Navigation

To improve FTC’s e-commerce experience, we conducted card sorting exercises to understand how users naturally categorize products. Participants grouped items into intuitive categories, helping us refine the site’s navigation and product organization.

Key Motivators

Users preferred broad, clear categories (e.g., “Skate Gear” vs. “Accessories”) over overly specific labels.
Limited-edition drops and collaborations needed a dedicated section for easier discovery.
A demand for filtered searches based on size, price, and availability emerged as a priority.

Defining a Clear Path and Enhancing Usability

Organized products into broad, recognizable categories (e.g., Skate Gear, Apparel, Accessories).
Creates a dedicated space for limited drops and collaborations to enhance discoverability.
Ensures a fluid shopping journey, reducing unnecessary clicks and friction.
Improving consistency across pages to maintain a smooth, predictable experience.

To refine FTC’s website structure, we combined site mapping with heuristic analysis to identify usability gaps and create a more intuitive navigation system.