Helping a beloved Colorado running retailer bring salesperson expertise and local community online through a new ecommerce experience.
The company boasts 6 locations, a well-known race team, a weekly run group, and an extensive selection of running apparel, shoes, and gear.
But Runner’s Roost doesn’t have an online store.
Runners Roost wants to redesign their website and add an ecommerce store. The goal is to generate more sales by adding an additional revenue stream and to keep pace with larger sporting goods retailers.
It is important that the new website incorporates the primary motivators for runners to shop local — the expertise of the sales associates and the community of the local stores.
In 2016, Running USA surveyed 10,000+ runners on demographics and purchasing behavior. Key takeaways:
I interviewed five runners with varying experience to better understand their wants and needs when they make running-related purchases. Post-interview, I created an affinity diagram of their responses.
Survey data and interview feedback suggest runners tend to fall into one of two buckets when shopping for gear.
With a no-nonsense approach to shopping for running gear, the Seasoned Runner is often brand loyal and already knows exactly what they’re buying. They want a quick & efficient shopping experience, don’t engage in browsing, and avoid sales associates. This shopper is more likely to look for deals.
New runners are generally more impressionable and seek recommendations from friends and sales associates. Social media is a big part of their involvement in the sport. Still building confidence, the Novice tends to buy more expensive gear to feel they fit the part.
Goals of the new website:
Desktop and mobile experiences that keep expertise, community, and brand loyalty close to the purchase path. Click any screen to open a larger view you can zoom.
From a research standpoint, the biggest takeaway was the importance of utilizing existing research. The running industry is huge, so there is already a plethora of accessible information about buying habits. With only three weeks, drawing on existing research unlocked high-quality data quickly and left room to move into design.
From a design standpoint, I learned that creating a website doesn’t require reinventing the wheel. Industry leaders like Nike, Zappos, Saucony, Brooks, and REI already have solid patterns. I borrowed features that aligned with Runners Roost’s goals and combined them into a brand-new site.