Design an engaging web page promoting PureBoost™ footwear.
A collaboration project with adidas to design an engaging web page promoting PureBoost™ footwear. Targeting men and women interested in city running, the page needed to be educational, shoppable and have a seamless experience to guide the user through the checkout funnel.
GOALS AND OBJECTIVES
Create an experience from the consumers perspective
The adidas team want to educate customers on boost technology and how the footwear can enhance performance. It was my role to create this experience from a consumers perspective and encourage them to explore the brand as if they were seeing it for the first time.
The business objectives were to drive a targeted audience from various streams to improve sessions and encourage users to convert.
Digging a little deeper into data
Working closely with the analytics team and studying session cam the results unveiled that from an organic channel perspective, all metrics on the list page out-perform those from the brand page —especially the shopping funnel metrics (view product, add to basket, conversion etc).
We carried out a couple of experiments and the results unveiled that this page needs a heavy focus on engaging, shoppable content with clear ‘calls to action’ — users simply want to ‘get-to-product’ as quickly as possible.
The timescales were cut fine and so I designed some wireframes to share with the wider team for early feedback.