Project Brief
Beginning in December 2022, I had the exciting opportunity to lead a redesign of the Brooks Running product details page.
To begin this project, I tested the Brooks Running PDP and conducted a competitive audit with over 70 runners from around the world. This work informed an insights report that drove our project road map.
Through an agile approach, we assessed each component on the page and iterated to deliver more value to runners. Updates are A/B tested against previous formats to measure the effect they have against our business objectives.
Leaning into “the runner” has paid off. So far, our updates have brought substantial growth to our D2C business and informed the content strategy of our business across channels.
Updated Features Callout component allows the Runner to immerse themselves in the product through beautiful lifestyle imagery. This component was redesigned based off the research insight that runners want to see lifestyle imagery of products being used in a real environment because it allows them to visualize how the product might fit in their routine.
Conclusion
This project has resulted in tangible results for both runners and the business.
In testing, updated components have tested exceptionally well in both runner preference and runners’ ability to complete tasks before and after changes were made.
Core KPIs have increased YoY, and A/B tests have shown that our updates are creating meaningful growth for the business.
For additional details on design process, user insights and business metrics, I am happy to present an in-depth case study on this topic in a private conversation. Thank you for scrolling!