ThrillX | UX/UI Design Agency | World Class Digital Products

Driving 115% conversions boost for Optimal Sports

Optimal Sports is a Los Angeles-based football sports marketing firm. They work with world-class and high-profile athletes including 5-star USC player Raleek Brown. We built Optimal a sleek and modern e-commerce website to sell its athletes’ merchandise and a custom membership portal where users can access exclusive perks and prizes.

Connecting football fans with their favorite athletes

Optimal Sports is an L.A based football sports marketing firm working with some of the world’s best athletes and players. As their athletes started landing huge brand deals and endorsements, Optimal needed an e-commerce website to start selling merchandise. They required a custom membership portal where users can get access to exclusive perks and prizes such as monthly raffle entries, private Snapchat stories, and more.


Web (Responsive)


UX/UI Design

Digital Strategy
Shopify Development


Responsive Web Design

Shopify Development

"Their results have spoken for themselves.

“They helped create my vision and turned it into reality.”

The Results

Increase in overall conversion rates
Average time on page
Decrease in bounce rate



Global Design System

Fiddler’s Green CBD sells premium products, and they needed a premium website to match. To do this, we redesigned the website utilizing a beautiful marigold yellow to elicit emotions of joy, happiness, and premium products. We complemented this with the brand color of a scarlet red for the call to action buttons to encourage users to make a prompt action, helping conversions. The branding and colors work seamlessly with the website copy and imagery.


Optimal Sport’s homepage featured an interactive slider of all its athletes, several sections dedicated to explaining its membership program, and a quickly accessible best sellers product carousel. The page is full of high-quality shots of its athletes on the playing field.

Product Page

We categorized and separated Optimal’s products by athlete due to the nature of their audience wanting to purchase merchandise specifically for their favorite athlete. The product page featured a user-friendly filter menu to sort through the products.

Individual Athlete Page

From both an SEO and UX perspective, it was beneficial for us to create individual pages for each athlete so that sponsors or fans could learn more about the person, their achievements, stats, and accolades. This page also featured several CTA’s for users to either connect with the athlete on social media, buy merchandise, or request a video message.

Mobile Design

Ensuring the mobile experience was as good as the desktop for the Fiddler’s Green website was essential. As an ecommerce DTC brand, platform, the expectation is high when it comes to user experience on any device. With an abundance of graphic elements, we had to make certain everything aligns properly and the flow is uninterrupted on screens of all sizes.

About Us Page

Because there are so many misconceptions about CBD and it is such a difficult industry to navigate, we added a ‘What is CBD’ page to bring more education to consumers. We used beautiful iconography and highlighted the Fiddler’s product shots in their best light. This page was designed to not only raise awareness and education about CBD products but also strategically focused on the Fiddler’s brand to help turn visitors into customers.

Commit Now

One of Optimal Sport’s business goals was to drive recurring revenue through the e-commerce website. They didn’t want to rely so heavily on product merchandise which tends to be one-off purchases. We sat down with the team and strategized with them, landing on a recurring monthly membership model on top of the merchandise. ThrillX did the full end-to-end development of a custom membership portal within Shopify. Users can essentially commit to one of three tiers, which gives them exclusive access to a monthly newsletter, behind-the-scenes access to a player’s social media account, and monthly raffle entries.

Helping Optimal scale its digital marketing

The average person would look at the new Fiddler’s Green website as just a visually aesthetic interface. But what they don’t see is the multiple hours put towards strategy, world-class UX, and an optimized shopping experience that allows Fiddler’s Green to uniquely position itself in the marketplace like never before.

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