The Problem:
Training for my first olympic duathlon, I needed a new model of running shoe and I was completely stumped. I scoured the websites of numerous retailers, but couldn't find the shoe that perfectly suited the distance and type of training I was doing. There was either too much indecipherable tech lingo, or no explanation of how each shoe complimented my natural running form.
It made me wonder: were our users experiencing the same frustration? If so, how do we bring the clear and simple experience of a specialty shoe store to our site?
The Solution:
When shopping at a specialty running shoe store, they often ask your mileage per week and may even put you on a treadmill to watch your form. From there, they give you two or three shoes to try. I begain brainstorming and designing how to bring this concept to our site.
The Buyer’s Guide now drives $18 per viewer which is 6x the site average. And most importanly, it’s helping all types of runners find the correct shoe for them. Check out the live page here!
Strategies:
Through research, wireframes, design mockups, and rounds of user testing, we discovered a way for users to easily narrow down their choices.
Tools Used:
Figma
Others Involved:
Katherine Weis - Senior Digital Designer
Alexandra Deschaine - Senior Site Merchandiser
Samuel Granger - Senior Front End Developer
Katie Pyle - Senior Product Line Manager