Cell: 562.325.0793 bbsendziak@gmail.com

Gexco Responsive Website Redesign

GEXCO is a sporting goods manufacturer and wholesale distributer providing specialty tennis items and sporting goods to retailers globally. Their core business is built around the “Tennis Ball Saver”. The “Tennis Ball Saver” is a one of a kind product, designed and patented by a aerospace engineer. The “Tennis Ball Saver” is an injected molded canister that compresses air back into the tennis ball, extending the life of a tennis ball by up to 300%. Additionally, GEXCO sells additional sporting goods and tennis items such as a Racquetball Saver, strings, grips and visors.

My Role

– User Research
– User Interviews
– Sketching
– Wireframing
– Screen Flows
– UI/Visual Design
– Journey Mapping
– Interaction Design
– Frontend Development

Issues to Resolve

Their were two primary issues that needed to be addressed. First, their current website is very dated, uninviting and confusing to navigate. It hasn’t been
updated in many, many years. Second, because of past issues with PayPal, Gexco deleted their online ordering feature. I wanted to establish an eCommerce aspect to the Gexco site by creating new policies and not offering a PayPal option. Additionally, a tertiary issue to resolve, was that their current website was not responsive to mobile.

Constrains and Limitations

Eliminating the PayPal option was non-negotiable for the owners. New policies needed to put in place to assure that any payment issues would not arise. The other constraint was having to work with their Brand colors, bright yellow and red. I found the constraints and limitations were minimal. Gexco is a great client and team to work with, very involved, very open to suggestions that are made, based on data.


I conducted 15 minute stakeholder interviews by phone or by email, depending on availability. I interviewed a broad range of individuals, i.e., customers, employees, existing tennis and racquetball players. The purpose of the interviews were to confirm “what the site will be used for”, “what pain-points should be avoided” and “get a better understanding of the user”. I wrote the questions to cover two areas, (1) personal “who they are” and (2) “comfort level with technology”. A small Starbucks gift card was given to the stakeholders to thank them for their time.

Stakeholder Questions

1. Please tell me about your hobbies?
2. Do you play or interested in playing tennis or racquetball?
3. What do you do for a living?
4. Where do you live?
5. What is your gender?
6. Which age range do you fit in?
❏ 20-30    ❏ 30-40    ❏ 40-50    ❏ 50-60    ❏ 60-70    ❏ 70+
7. Tell me about a typical day in your life?
8. On a scale from 1-5 (1 being none and 5 being expert), what is your
comfort level with computer technology?
9. How often do you go online and how long do you stay online?
Business: ________________________________________________
Personal: ________________________________________________
10. How to you access the web for business? 
Business: ❏ Desktop Computer    ❏ Tablet    ❏ Smart Phone
Personal: ❏ Desktop Computer    ❏ Tablet    ❏ Smart Phone
11. What are your concerns and frustrations ordering items online?
12. If you answered yes to question 11. What did you do to resolve your and ease your concerns?
13. How do you research products before you buy?
14. What is your preferred method of payment?
15. Do you have any additional thoughts that you would like to share?

The Discovery

From the interviews, two major discoveries were found. First, the amount of women buyers was a lot higher than originally thought. Second, many of the interviewee’s were from outside of the U.S.. I asked the owners to do some more research in their database to confirm that the actual amount of tennis pro shop owners were female. Additionally, a larger percent of their sales came from over seas, specifically from Asia. This had a major impact on how we would develop the design.


Based on the user research several persona’s were created. For Instance,
Walt Johnson, a 71 year old Pro Shop owner in Florida. Sherry Lee, is
a 38 year old sporting goods store buyer in Taiwan. Please note for
confidentiality, the text in these images have been replaced with
Lorum Ipsum.

Logo Redesign, New Font Sets and Color Palette

After exploring multiple designs, the strategy for the Gexco logo was to develop a word-mark that is clean and bold, communicating that Gexco is an industry leader with the Tennis Ball Saver. With the restraint of using Red and Yellow, I developed a complementary color palette that was applied to their website and additional marketing materials. I wanted to use two different font families that were modern, clean and easy to read. After testing with a small group of users and Gexco team members, the choice of the fonts that were determine to be the best solution was the Montserrat family as the primary font and Taviraj as the secondary fonts .

The Journey

After thumb nailing different iterations of the site map and user flow, I used Sketch to build the final flows.

LoFi Wireframe

Designed in Sketch, this LoFi wireframe is a blueprint to test Gexco’s website flow. Showing all of the required pages, navigation and interactions between the pages & links. These interactions will enhance the User’s experience by adding subtle visual stimulation, helping to ensure the site will be fluid and intriguing for the User. Getting consensus from various team members, client and customers on the flow of the site was needed before moving on to the design phase.

UI Design Sketching

Using an agile design approach, sharing various iterations of sketches which show the thought process for the designs. I gathered feedback from the team, client and customers to confirm the direction of the designs before presenting higher resolution versions.

Final UI Design Options

The strategy and thought process for the three design option below reflect the research suggesting the postion of a technically advanced and high-quality manufacturer of sporting goods products.

Final UI Designs

After further review with stakeholders, customer and management, a few modifications were made. Option C was chosen as the most affective design to target both Asian and U.S. markets. Adapting it to desktop, tablet and mobile, the final design was approved and ready to start coding.

Frontend Development

Upon final approval from the team. I hand coded all of the html, css and javascript to get a working website. I am currently working with a developer to write the middleware and back-end, so the site can be uploaded to a hosting site. Once complete, the site will be tested again before going live.

Continuing Validation of the UX Experience

Once the site is live, the work continues. Additional research and testing of user will be ongoing to assure the experience of the users remain high and any additional benefits for the user can be added to the site. As one means of testing, a System Usability Scale (SUS) will be implemented as a metric to measuring the usability of the website and to calculate a website’s score.

Contact Bill

If you have any questions, please do not hesitate to reach out to me.




Leave a Message