DESIGN & CODE

Shoe Finder

How to improve conversion of Columbia trail running shoes Landing page

Problem identified:
In 2015 Columbia Sporstwear acquired the shoe brand Montrail, wanting to position itself as the reference in the world of Trail Running.
To do so, it carried out a strong marketing campaign with renowned athletes.
Acquired the rights of official partner of the UTMB Chamonix Ultra Trail.
It carried out an important campaign on social networks to attract potential users to the running shoe website.

Diagnosis: The conversion rate turned out to be very low in relation to the number of visits.

Design Thinking

Requirement: Create a better UX experience to improve conversion of trail running shoes Landing page

The process:

Empathy
My role: User research

Conduct several interviews with potential customers in physical shops, to understand how they choose the products and to verify if we are using the right language to communicate the strengths of our product.
Problem definition
My role : Facilitator
With the data extracted from the user research I designed and animated a workshop with the experts from the shoe department to identify and define the problem, the Result: The user is not familiar with running shoe terminology.
- What terrain to choose?
- Rain means waterproof?
- What is Drop?
Ideation
My role : Design

Completely redesign the digital experience, asking basic questions and at the same time giving explanatory support to the user in order to make a good selection of the right shoes for their needs.
Prototype
My role : Code

We build a prototype based on HTML and Javascript to create the experience and send the user tester to the results page filtered with their requirements.
Test
My role : Conduct user testing

With the prototype built we were able to test the digital experience with potential users on desktop and mobile device and identified several improvements for the final version.
Published
My role : Monitoring

Once the digital experience was published, my mission was to collect data through google analytics to see and analyse user behaviours in order to improve the tool in future iterations.

Lessons learnt:
I learned that the closer we get to the language of the user, the more likely we are to create a good connection. Also, technology should be invisible and above all informative.

Keep me simple and stupid? NO!!
Keep me simple and entertaining!

Visit the prototype

Solving real needs