Royalty Apparel, a U.S. sportswear brand for college teams, has slashed merchandise order turnaround by 8× after launching a redesigned website by Lazarev.agency. The new platform automates team kit orders, enables fans to shop directly, and significantly reduces the workload on the company’s sales staff.
A way from manual orders to full automation
Before the redesign, Royalty Apparel handled most merch orders via phone and email. The process was slow, heavily reliant on the sales team, and difficult to scale. The company needed a system where team managers could design and order gear themselves, and fans could buy branded items without manual input.
Results redesign brought to our client
What started as a request to reduce manual workload turned into a fully scalable commerce platform with results across every pain point:
- 8× faster merchandise order processing
- Significantly reduced manual workload for sales team
- Self-service stores for team managers
- Mobile-first experience for on-the-go users
- Higher fan engagement and conversion rates
What Lazarev.agency delivered
To meet the needs of both internal teams and end users, Lazarev.agency redesigned the platform from the ground up focusing on speed, autonomy, and usability. Here are the core features that powered the transformation:
- Homepage redesign: Added clear CTAs, product benefits, and customization entry points.
- Custom merch creator: Team managers now design gear using pre-built templates, no design skills needed.
- Team kit ordering: Managers can customize name, number, size, and quantity for each player.
- Fan-facing stores: Each team gets a storefront, with theme options and real-time previews.
- 3D product views: Fans can rotate and inspect merchandise in detail before purchase.
- Mobile optimization: Full platform adapted for mobile shopping and store management.
“One of the key challenges was designing for non-designers. Team managers needed to create professional-looking merch without prior experience. We focused on simplifying the customization flow limiting options where needed, using smart defaults, and embedding visual cues to guide every step. That balance between freedom and structure made the tool usable and fast without overwhelming users.”
{{Anna Demianenko}}
When UX fixes the real problem – ops
Royalty’s new platform proves that smart design is about systems. Lazarev.agency delivered an experience that works for every stakeholder: managers, fans, and the internal team.
Fewer handoffs. Faster fulfillment. More revenue. That’s what happens when product design goes straight to the root.
