Louisville Slugger – Responsive Custom Bat Application

One of Wilson's first initiative's after the purchase of Louisville Slugger was to breathe new life into the brand by taking bat 'personalization' to a whole new level. And, as the team that had already built the most successful customization platforms for Wilson, it was a no-brainer to engage my team once again. We started with the launch the new Slugger design platform that allows baseball enthusiasts to create one-of-a-kind, personalized Louisville Slugger wood bats. As the Official Bat of Major League Baseball®, Louisville Slugger collectible and special-occasion wood bats can be customized with MLB® team logos and colors, special celebration designs or a variety of finish colors, logos and engraving options. We then launched with the long-awaited MLB® PRIME® performance wood bats. The MLB PRIME family, the highest-quality wood bat produced by Louisville Slugger, has helped elevate the sales and brand perception of Louisville Slugger wood bats back to one of prominence. Our small, agile team worked quickly to design and deploy this award-winning product. We designed MVP prototypes and released priority phases over a period of 8 months. Over time, we've learned and optimized and ended with a lean and successful application worthy of Slugger's iconic roots. My role was to lead the overall strategy, UX, interaction and visual design of the project.