Brooksrunning.com Shoe Finder
Research | Usability Testing | QA
Project Goals
For this new Shoe Finder, the goals are:
Instill Confidence in our shoe and biomechanics knowledge and expertise.
Create a flagship Brooks brand experience online.
Increase customer’s confidence in their buying decision.
Utilize smart interactions to make the process smooth, intuitive, and fun.
Had to have localization and work w/ our four other languages (german, french, italian and spanish).
P R O C E S S
Research
We started with tracking the old Shoe Finder’s analytics. There were about 4k customers a month and the conversion rate was higher than our overall site conversion. The issue was that the return rate of our shoes purchased on the shoe finder was the same but it should be lower since we are finding the customer the right shoe using their biomechanical data. We decided to do our first round of usability testing. We tested the old shoe finder on desktop and mobile devices with six runners. Our conclusion was that runners didn’t understand which shoe to purchase at the end of the shoe finder quiz. The questions made sense and the customers were delighted but the design was dated and the results page needed clarity.
Usability Testing
We conducted two more rounds of usability testing as we created wireframes and more concrete mockups. I created test plans, making sure that each task would encompass the use cases we had discussed. We had to make sure that runners still understood the questions and felt delighted by the shoe finder. I created two unmoderated tests, testing six users to gain qualitative feedback in each session. As we progressed small tweaks were made but overall the customers loved the Shoe Finder.
Final Designs
We’re confident our customers loved the updates. Our confidence comes from 3-4 rounds of user-testing. It comes from multiple iterations of the brand expression. It comes from hours of interviews with customers, stakeholders, and employees in the field. Additionally, we’ll continue to discover ways to make Shoe Finder even more useful for our users. The first area we’ll explore in 2019 is improving user’s access to results throughout their journey.
Shoe Finder Mobile Designs
Here are the first few quesitons
Shoe Finder Desktop
Here are some of the interactive questions, feedback screens and additional information screens.
