BROOKS RUNNING NEW SITE - 2021
CREATIVE DIRECTION | Collaborated with an in-house cross functional team and the agencies Huge and OSF to launch a new site for Brooks Running in 2021.
Goals included prioritizing brand experience over product focus, housing more content, components are built with flexibility, SEO optimized, AA compliance, align with updated brand expression, and to enhance the overall user experience and site engagement.
Project kicked off in late 2019 with design sprints. Article pages launched first in July of 2020.
Continuous roll out of new features for all components and updates to user experience in the cart to purchase experience are ongoing through early 2022.
HOME PAGE
Brand hub, not just product hub
Home page goal was to pivot from a product focus to brand focus. New components include: Hero with 3 slots, mock navigation, product focus, brand programs content feature, and mini editorial hub. The mosaic layout design allows space for brand design moments like illustrations and icons as well as white space to rest the eye. Other updates include: new font, CTAs, interactive hover states, illustrated elements and icons plus broader use of gray as a page background with 16 AA compliant color themes.
ARTICLE PAGES
Leaning in to content
The previous Brooks’ blog was built on a wordpress platform separate from ecommerce with minimal marketing driving to it and limited resources to create content. In rethinking the site, content was placed as top priority on the road map and was first to roll out before the new site launched. The new article pages provide more evergreen and new content as well as enhancing organic SEO and cross merchandising opportunities.
LANDING PAGES
Flexible heroes for different focuses
New landing page components provide functionality for ambient video in the hero slot as well as other image/copy components. Heroes come with 4 options that cover singular product focuses, category, events, etc.
PRODUCT DETAIL PAGES
Enhanced product information
PDP updates add richer storytelling opportunities, video, and more product feature details within the buy box.
PRODUCT CATEGORY PAGES
Visual and SEO upgrade
Updated PCPs contain bigger product tiles, marketing tiles and feature tiles. Filters and navigation are more robust with a new visual nav. SEO copy blocks have been added to the bottom of PDPs to improve organic SEO.