How do you build a globally-relevant digital experience around a product launch?
For New Balance, this meant creating compelling content that showcased their new premium running shoes – Fresh Foam Zante and Fresh Foam Boracay – while elevating the brand itself through a broader global story. New Balance already enjoyed a strong international following — our role was simply to give runners a platform through which to share their passion.
“As the lead UX Designer, I was in charge of: upfront research and competitive analysis, conducting video interviews of the global runners, information architecture, wireframes, and working with visual design and dev to bring the experience to life”
Wireframes
The goal was to create an immersive experience based on produced hero stories featuring the global NB runners alongside user generated content pulled in through the #seemyrun hashtag. It achieved a blend of narrative storytelling mixed with an e-commerce experience to celebrate the launch of the new FreshFoams.
Visual Comps
All visual designs by Dave Onessimo.
