I helped establish and evolve JD Sports’ Canadian e-commerce presence, contributing to the foundation of a scalable, performance-driven digital platform for one of the world’s leading athletic and streetwear retailers. The work focused on setting up and customizing a new Shopify theme, defining product and delivery roadmaps, and helping plan and structure sprints and execution cycles to support the brand’s expansion into the Canadian market. In parallel, I led the design of a comprehensive end-to-end website refresh, including the homepage, product listing pages (PLP), product detail pages (PDP), basket and checkout flows, and a sneaker release calendar. While this full redesign did not ultimately ship, it served as a strategic north star—aligning teams around a clearer product vision, improved UX standards, and a more scalable experience architecture. A strong emphasis was placed on user research and usability testing, with extensive testing used to validate assumptions, uncover friction points, and inform both near-term optimizations and long-term platform direction. Through this work, the organization gained clearer product direction, stronger UX foundations, and a more structured delivery process, helping set the stage for future growth and iteration in the Canadian market.