Onitsuka Tiger eCommerce

Redesigning the eCommerce experience for the European market.

Onitsuka Tiger Mockup


Onitsuka Tiger is a well-known Japanese sports shoes brand, also founder of the Asics Corporation. As the UX/UI Designer on this project, I participated in the discovery process to redesign the existing eCommerce website for the EU market.


Lead UX/UI Designer (User research, Prototyping, UI Design)


May - Sep 21

Project goal

The goal is to design a responsive e-commerce site for European customers that enables a pleasant purchasing experience that feels personal & custom and at the same time becomes the go-to place to look for Sportswear’s inspiration.

Brand board

Applying the Design Thinking process

We structured our discovery steps according to the Design Thinking process to gain a better understanding of the client, the market, and the user, and be able to offer a much more accurate solution.

034 - EmpathyCreated with Sketch.







Behavioral market segmentation & type of customer

Since we didn’t have enough data on existing EU customers to base our research on, we decided to conduct an analysis of the different types of sportswear shoppers in Europe and segment them to have a better picture of our target customers and their behavior.


We also benchmarked +20 fashion eCommerces across different categories & industries such as Japanese fashion brands, luxury/affordable luxury brands, retailers, and Sportswear fashion brands. This allowed us to have an overview of the features that are currently offered in the European market and the feedback real users have.

Onitsuka Tiger mobile prototype
Onitsuka Tiger desktop prototype

PLP level 1 desktop

Onitsuka Tiger mobile prototype
Onitsuka Tiger mobile prototype

PLP level 1 mobile

PDP mobile

Nav menu mobile

PDP page gallery

PDP desktop

Content map

Onitsuka Tiger Content Map@2x (1)
Onitsuka Tiger Content Map@2x (1)

Style guide

1.2 Style Guide - Typography
1.4 Style Guide - Form Controls


Any questions? Contact me at hello@miriammatas.com ✉️

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