Brooks running: Web EXperience

Brooks isn’t just a running gear company. It’s a company of people who love running and want everyone to love running as much as they do. For their website redesign, they needed to both improve the purchasing experience for mobile users and establish that unapologetic love for running.

 

My Role

Content Strategy
Discovery Research
Concept/Ideation
UX Writer (all web copy)



The Challenge

Brooks wanted to redesign their website to optimize the mobile shopping experience, while bringing the “run happy” spirit of the brand to life.

The Approach

For product category and detail pages, we designed easy-to-understand content and a strategy to shorten the customer journey for mobile users. We also created a “Meet Brooks” section to highlight their belief in the transformative power of the run.


Discovery research

We didn’t have much time. So we got right to work figuring out what was working and what wasn’t on the existing site. We did some quick user interviews. We scrutinized the analytics, performed a heuristic evaluation, and audited the content. We looked at what competitors and other out of category brands were doing right and wrong. It was clear that our differentiator would be to concentrate on simplicity of use, cutting back on unnecessary features and bring the brand to life.


Product detail & CATEGORY pageS

The product category and detail simplify the overall e-commerce experience while making it easy to understand the breadth of products, the individual product features and explain what benefits each product delivers to the consumer. The expanded description is benefit-oriented and clearly describes the shoe’s purpose.

A “snapshot” section provides a quick way to see the top selling points of a product. And a shoe comparison tool allows users to choose another Brooks shoe or a competitor’s shoe to do a side-by-side comparison.

(Product detail page on right.)



OUR PURPOSE PAGE

We designed a separate section of the website to showcase the beliefs, history and mission of Brooks. (Our Purpose page on left.)