Wilson Custom needed to evolve from a niche personalization offering into a strategic, scalable customization platform that deepens consumer engagement, elevates brand equity, and drives premium sales. The goal was to make custom design a natural extension of the Wilson experience, turning fans into co-creators, while enabling operational feasibility and clear margin uplift.
I led the development of a unified Wilson Custom system that merges creative flexibility with technical robustness. Through modular design frameworks, I enabled users to personalize color, graphics, logos, and texture across product categories, from rackets to accessories, while ensuring all custom output fits within manufacturable constraints. I designed an intuitive UI/UX for the customization journey (web and in-store), created templated visual assets and rulesets for consistency, and integrated the system into Wilson’s supply chain and fulfillment. By bridging design, engineering, and retail, Wilson Custom became a seamless extension of the brand’s product ecosystem.
