New Balance
For New Balance, we rebuilt the digital storefront around fit, craft and the people who run in it. A guided product finder and richer storytelling help every runner land on the right pair, whatever distance they’re chasing.
E-COMMERCE + BRAND PLATFORM · 2026Building a home for every kind of runner
For New Balance, we rebuilt the digital storefront around fit, craft and the people who run in it. A guided product finder and richer storytelling help every runner land on the right pair, whatever distance they’re chasing.
- Services
- E-commerce Strategy · UX/UI · Art Direction
- Industry
- Footwear & Running
- Deliverables
- Storefront · Product Finder · Content System
Reference case study: client names, quotes and figures do not represent the template author’s real engagements or results.
The introduction
New Balance is built on fit, craftsmanship and a long running heritage — its storefront needed to feel just as considered.
From everyday classics to race-day carbon plates, New Balance makes shoes for a remarkably wide range of people. Online, that range had become hard to navigate: dozens of similar-looking models, technical details hidden away and little help choosing the right one.
We partnered with the team to rebuild the storefront around how people actually shop for shoes — by feel, by purpose and by fit — while giving the brand’s craft and heritage room to shine.
The challenge
Customers loved the shoes, but finding the right pair online felt like guesswork.
Product listings treated a heritage lifestyle sneaker and a marathon racer the same way. Fit guidance, cushioning details and use cases were scattered across pages, and too many orders ended in returns for the wrong size or model.
The challenge was to make choosing easier and more confident, without turning a brand known for craft into a spec sheet.
FIT
Help customers find the right model and size the first time.
CLARITY
Make the differences between similar shoes obvious at a glance.
CRAFT
Bring materials, heritage and the people behind the shoes into the shopping experience.
The solution
“Our customers finally shop the way they talk about shoes, by how they feel. Fewer returns, happier runners, and a site that looks like us.”
Hannah Cole
VP Digital Commerce
We built a storefront that guides people to the right pair, with the brand’s craft and running culture woven through every step.
A guided product finder asks how, where and how far you run, then narrows hundreds of options to a handful, with fit notes drawn from real customer feedback.
Product pages were redesigned around feel: cushioning, support and fit come first, shown through clear visuals rather than tables, with heritage stories and materials one tap away.
Underneath, a modular content system lets the team pair product drops with editorial, athlete and community stories, so every launch feels like part of a bigger running culture.
The impact
A guided, more human storefront helped customers choose with confidence and come back for their next pair.
With the product finder and clearer product pages in place, more visitors found the right shoe quickly, and far fewer sent it back.
The new content system also turned launches into stories, giving every drop a stronger stage across the site and social.
+47% CONVERSION
Guided discovery helped more visitors find and buy the right pair.
−29% RETURNS
Better fit guidance meant fewer wrong sizes and models.
+52% FINDER ENGAGEMENT
Most new visitors used the product finder to narrow their choice.
1.6× REPEAT PURCHASES
Customers came back more often for their next pair.
Engagement & conversion
Experience
Efficiency & recognition
Continued growth