ACCU Level Sports — Basketball Hoops
Selling the patent, not just the hoop
Client
ACCU Level Sports
Industry
Sports & Fitness
Services
Timeline
4 weeks
Platform
Web (Shopify)
The brief
Where we started
ACCU Level Sports sells portable basketball hoops with a patented self-leveling system. They needed an e-commerce site that made that specific innovation the hero of the story, for a family and sports-enthusiast audience.
Make the patented leveling system the clear differentiator, not a buried spec
Build a warm, family-friendly shopping experience that still feels credible for serious players
Convert product understanding into purchase with minimal friction on mobile
The challenge
What we were up against
ACCU Level Sports needed an e-commerce site that communicated their unique selling point — the patented leveling system — while feeling approachable for families and sports enthusiasts. The previous site lacked visual hierarchy and failed to showcase the product's innovation, burying the leveling technology under generic product photography.
Portable basketball hoops are a category where customers assume most products are basically interchangeable — the site's real job was proving, visually and immediately, that ACCU Level's leveling system solves a problem competitors don't.
1
patented leveling mechanism made the singular focus of the homepage hero, above the fold
What was at stake
Without a clear demonstration of the leveling innovation, ACCU Level would be shopped purely on price against generic competitors — losing the exact advantage the patent was meant to protect.
Our approach
How we tackled it
We identified that the leveling system — not price, not brand — was the actual reason customers choose ACCU Level, and restructured the homepage around proving it first.
Step 1
Differentiator-First Audit
We identified that the leveling system — not price, not brand — was the actual reason customers choose ACCU Level, and restructured the homepage hierarchy around proving it first.
Step 2
Hero Demonstration Video
A hero video shows the hoop leveling itself in action on uneven ground — the single clearest way to communicate a mechanical innovation.
Step 3
Feature Breakdown Sections
Clear feature breakdowns (leveling system, height adjustment, durability) were designed with diagrams rather than bullet lists, making the mechanism easy to grasp at a glance.
Step 4
Family-Friendly Commerce Build
Built on Shopify with warm, approachable imagery and a streamlined mobile purchase flow, since most traffic and purchases happen on phones.
The solution
The work, up close
The Shopify-based e-commerce site includes product collection pages, video demonstrations, feature comparison sections, a dealer page, an FAQ, and customer review integration — optimized end to end for mobile shopping.
Family-friendly imagery creates warmth throughout the site while the leveling-system demonstration and comparison sections do the credibility work for more serious buyers evaluating the product on merit rather than price alone.
Self-Leveling Demonstration Hero
A hero video demonstrating the patented leveling system on uneven ground — proof over claim, right at the top of the homepage.
Diagram-Led Feature Breakdown
Feature explanations use simple diagrams instead of bullet lists, making a mechanical innovation easy to understand instantly.
Mobile-First Purchase Flow
A streamlined checkout tuned specifically for the mobile-majority traffic this category actually receives.
Design details
Under the hood
Typography
A bold, friendly rounded sans for headlines paired with a clean utilitarian body face for specs — warm but credible.
Color palette
Components
24-component Shopify theme covering product, comparison, and dealer pages.
Responsive design
Feature diagrams simplify to stacked single-column illustrations on mobile without losing the explanatory clarity.
The results
What it delivered
4-week Shopify build from brief to launch
Hero video demonstration replacing static spec photography
24-component reusable Shopify theme
Mobile-optimized checkout for a mobile-majority audience
A clean, trustworthy storefront that turns a backyard basketball hoop into a must-have family product — clear value proposition, easy purchase flow, and strong social proof.
“Placeholder client quote — replace with real words before launch.”
Tools & technologies
What we built it with
FigmaShopify
