Brooks Running site work completed as UX Director while at McGarrah Jessee with many other talented people
The Brooks Running Site
An Ecommerce Platform with the Soul of a Runner
Why Brooks Running Shoes?
As Brooks strengthened its bond with the running community, more and more runners turned to them for gear, expertise and insight. Brooks anticipated as much as 50% of its sales could be driven through BrooksRunning.com in just three years, but new customers who didn’t know the brand weren’t converting easily. While the site’s most recent platform upgrade modernized the ecommerce experience, it had also stripped it of its much needed brand story and personality.
A Running Shoe Brand on a Mission
Runners thinking outside the big-box retail stores are greeted with a site that was increasingly focused on touting the brand’s technology focus, their positive, insightful brand purpose and an online shopping experience with some levity.
A Happier Path
We infused the shopping user experience with the Brooks “Run Happy” ethos and gave users the option to dip their toe in as little or as much as they want to. The result is a brand-forward, information-rich, albeit whimsical shopping experience.
Rebalanced Architecture
Next, we elevated who they are, what they stand for and gave top navigation prominence to their technology innovation story through a global navigation re-architecture exercise.
Running in Good Company
Lastly, we identified brand stories that would resonate with younger consumers looking to upgrade to a better shoe by a brand they could believe in. Applying this new content strategy resulted in a redefined Meet Brooks section that boasted their vibrant brand personality.