New Balance
New Balance needed to refine its digital experience, auditing key user journeys across three European markets to improve product discovery, on-site search, and overall e-commerce performance.
Their Story
New Balance is a key player in the sportswear and lifestyle market. Experiencing a resurgence that has driven increased traffic to its e-commerce platform, the brand recognised the need to optimse its digital experience. They commissioned us to conduct a comprehensive audit of its running proposition, evaluating key user journeys across three European markets. The audit covered running landing pages, product description pages, on-site search, and other critical touchpoints. We benchmarked New Balance against four competitors and developed a list of recommendations.
Discover & Define
An analysis of specialised running brands, multi-sport brands, and retailers provided a broad view of best practices and opportunities in the running space. The full user journey was assessed across key page types, including the homepage, running landing pages, product listings, product descriptions, on-site search results, and running-related content such as shoe finder tools. Competitor email strategies were also reviewed, covering newsletters, promotions, and follow-ups to uncover opportunities for greater customer retention.
Develop & Deliver
All recommendations were categorised into a primary, secondary, and tertiary tiering system providing New Balance with a clear roadmap, balancing quick wins with longer-term strategic enhancements. Immediate-impact changes focused on optimising navigation, product discovery, and UX fundamentals. The second tier focused on enhancing content and brand positioning and developing their cross-sell and upsell strategies. Longer-term strategic initiatives focused on refining personalisation, loyalty-building in their post-purchase engagement.
New Balance Running Audit
Homepage running content comparison (%)
Filter comparison table
Email frequency comparison table
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