Revamping the New Balance UX journey step by step
The footwear and apparel manufacturer New Balance has become the go-to for sneakerheads and is quickly establishing itself as one of the most on-trend and recognisable brands on the street. This recent resurgence has had a direct impact on its e-commerce site, how users navigate it, and ultimately convert. Not wanting to rest on their laurels with their success, they reached out to us to provide strategic consultancy, review key journeys of their site, provide benchmarking reports, and opportunities for user experience improvements.
STRATEGY & DESIGN
Our research and design team reviewed three key areas of the site to provide insight, recommendations and potential A/B testing opportunities. We first evaluated New Balance’s proposition around ‘Shipping & Returns’ and produced a competitor analysis report to determine whether any key features of their programme should be modified to improve the customer experience.
Following this comprehensive piece of work, we were asked to run an audit of the end-to-end journey around their ‘running’ proposition - an area they were looking to grow. The report included a review of their running landing pages, PDPs, on-site search and other key areas against 4 competitors in 3 EMEA markets. All recommendations were prioritised and shared in a suggested sequential roadmap for release.
We also provided a competitor analysis of the CRM journey and email content post-purchase. This allowed New Balance to understand the level of personalisation and segmentation efforts competitor brands include in all of their comms, whether this may be a newsletter, membership programme or post-purchase.
Our recommendations are currently being rolled into their wider digital roadmap and rolled out in their optimisation sprints.