Context
New Balance has captured the zeitgeist and rapidly cemented its status as a lifestyle brand. However, this focus has started to overshadow their running department.
To address this, New Balance reached out to Tangent to conduct preliminary research and lay the groundwork for enhancing user experience and digital interactions for their running products online.
Team
Work at Tangent
1 Lead desginer1 Designer
My responsibilities
UX analysis
Strategic design
Presentation
Context
New Balance has captured the zeitgeist and rapidly cemented its status as a lifestyle brand. However, this focus has started to overshadow their running department.
To address this, New Balance reached out to Tangent to conduct preliminary research and lay the groundwork for enhancing user experience and digital interactions for their running products online.
Team
Work at Tangent
1 Lead desginer1 Designer
My responsibilities
UX analysis
Strategic design
Presentation
Context
New Balance has captured the zeitgeist and rapidly cemented its status as a lifestyle brand. However, this focus has started to overshadow their running department.
To address this, New Balance reached out to Tangent to conduct preliminary research and lay the groundwork for enhancing user experience and digital interactions for their running products online.
Team
Work at Tangent
1 Lead desginer1 Designer
My responsibilities
UX analysis
Strategic design
Presentation
The "Running Blog" launched by New Balance following Tangent's recommendation
The "Running Blog" launched by New Balance following Tangent's recommendation
The "Running Blog" launched by New Balance following Tangent's recommendation
Research
To evaluate New Balance's market position, we conducted an audit of its website alongside competitor sites in the UK, France and Germany.
Research
To evaluate New Balance's market position, we conducted an audit of its website alongside competitor sites in the UK, France and Germany.
Research
To evaluate New Balance's market position, we conducted an audit of its website alongside competitor sites in the UK, France and Germany.
Research was conducted across multiple digital touchpoints and regions
Research was conducted across multiple digital touchpoints and regions
Research was conducted across multiple digital touchpoints and regions
Email communications audit
We conducted competitor analysis of email content, allowing New Balance to understand personalisation efforts used by other brands in newsletters, membership programmes and post-purchase messages.
Email communications audit
We conducted competitor analysis of email content, allowing New Balance to understand personalisation efforts used by other brands in newsletters, membership programmes and post-purchase messages.
Email communications audit
We conducted competitor analysis of email content, allowing New Balance to understand personalisation efforts used by other brands in newsletters, membership programmes and post-purchase messages.
Email frequency was monitored after the purchase of a shoe
Email frequency was monitored after the purchase of a shoe
Email frequency was monitored after the purchase of a shoe
The contents of the emails were also audited
The contents of the emails were also audited
The contents of the emails were also audited
Mobile site audit
The review covered user interactions related to running, including navigation, homepage layout, product listings and search functionality. We also collected quantitative data on running-related content volume, filter options and more.
Mobile site audit
The review covered user interactions related to running, including navigation, homepage layout, product listings and search functionality. We also collected quantitative data on running-related content volume, filter options and more.
Mobile site audit
The review covered user interactions related to running, including navigation, homepage layout, product listings and search functionality. We also collected quantitative data on running-related content volume, filter options and more.
A visual snippet of the mobile site audit
A visual snippet of the mobile site audit
A visual snippet of the mobile site audit
Ratio of components containing running content or products on a brand's homepage
Ratio of components containing running content or products on a brand's homepage
Ratio of components containing running content or products on a brand's homepage
Filter options present when searching for running shoes
Filter options present when searching for running shoes
Filter options present when searching for running shoes
The deliverable
A 100 page report containing research and prioritised suggestions for New Balance to implement
The deliverable
A 100 page report containing research and prioritised suggestions for New Balance to implement
The deliverable
A 100 page report containing research and prioritised suggestions for New Balance to implement
All research and prioritised recommendations where documented in a report and presented in person to the team. The recommendations are now being reviewed and implemented during their optimisation sprints.
Here are a few examples of recommendations and the subsequent actions taken by the New Balance team:
All research and prioritised recommendations where documented in a report and presented in person to the team. The recommendations are now being reviewed and implemented during their optimisation sprints.
Here are a few examples of recommendations and the subsequent actions taken by the New Balance team:
All research and prioritised recommendations where documented in a report and presented in person to the team. The recommendations are now being reviewed and implemented during their optimisation sprints.
Here are a few examples of recommendations and the subsequent actions taken by the New Balance team:
The product description page
Customers may struggle to compare running shoes due to inconsistent presentation of key specifications. Introducing a standardised list of features (such as weight, support, fastening method, and drop) displayed in a table or graphic format would make it easier for users to scan and compare options.
Additionally, the "true to size" indicator is currently positioned within customer reviews. Moving it higher up, next to the size selector, would improve visibility and help users make more informed sizing decisions.
The product description page
Customers may struggle to compare running shoes due to inconsistent presentation of key specifications. Introducing a standardised list of features (such as weight, support, fastening method, and drop) displayed in a table or graphic format would make it easier for users to scan and compare options.
Additionally, the "true to size" indicator is currently positioned within customer reviews. Moving it higher up, next to the size selector, would improve visibility and help users make more informed sizing decisions.
The product description page
Customers may struggle to compare running shoes due to inconsistent presentation of key specifications. Introducing a standardised list of features (such as weight, support, fastening method, and drop) displayed in a table or graphic format would make it easier for users to scan and compare options.
Additionally, the "true to size" indicator is currently positioned within customer reviews. Moving it higher up, next to the size selector, would improve visibility and help users make more informed sizing decisions.
The old product description page
The new product description page launched by New Balance
The old product description page
The new product description page launched by New Balance
The old product description page
The new product description page launched by New Balance
Thought leadership
The shopping experience could feel more informative with the addition of a dedicated blog featuring running-related content.
Stories, buying guides, and expert tips would not only provide valuable insights for customers but also reinforce New Balance’s position as a leader in running. Additionally, well-crafted guides such as “What running shoe should you buy?” offer SEO benefits, driving organic traffic to the site.
Thought leadership
The shopping experience could feel more informative with the addition of a dedicated blog featuring running-related content.
Stories, buying guides, and expert tips would not only provide valuable insights for customers but also reinforce New Balance’s position as a leader in running. Additionally, well-crafted guides such as “What running shoe should you buy?” offer SEO benefits, driving organic traffic to the site.
Thought leadership
The shopping experience could feel more informative with the addition of a dedicated blog featuring running-related content.
Stories, buying guides, and expert tips would not only provide valuable insights for customers but also reinforce New Balance’s position as a leader in running. Additionally, well-crafted guides such as “What running shoe should you buy?” offer SEO benefits, driving organic traffic to the site.
The new blog launched by New Balance after the recommendation
The new blog launched by New Balance after the recommendation
The new blog launched by New Balance after the recommendation
