Web App
Sports
Footwear
Bringing Marucci to the Diamond: Cleats That Perform
Bringing Marucci to the Diamond: Cleats That Perform
Footwear Landing Page & PDP Redesign
Footwear Landing Page & PDP Redesign
Redesigned Marucci’s digital experience to highlight their first-ever performance cleats, enabling athletes to explore technology and features faster and more confidently.
Redesigned Marucci’s digital experience to highlight their first-ever performance cleats, enabling athletes to explore technology and features faster and more confidently.
MY ROLE
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UX Research
UX Research
•
Information Architecture
Information Architecture
•
UI Design
UI Design
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Interactive Prototyping
Interactive Prototyping
DURATION
2 months
2 months
The Challenge
Marucci Expands Into Footwear with
BOA Fit System® Technology
Marucci Expands Into Footwear with BOA Fit System Technology
Marucci was expanding from bats into performance footwear, but the website didn’t support this new product line.
Marucci was expanding from bats into performance footwear, but the website didn’t support this new product line.
Marucci needed a way to introduce the new line while highlighting the innovative BOA Fit System® technology.
Marucci needed a way to introduce the new line while highlighting the innovative BOA Fit System® technology.
For this case study, I wondered: how might we introduce Marucci’s first footwear line in a way that clearly showcases the BOA Fit System® technology and engages users with an interactive experience?
For this case study, I wondered: how might we introduce Marucci’s first footwear line in a way that clearly showcases the BOA Fit System® technology and engages users with an interactive experience?
The Solution
Redesign Marucci’s product pages adding interactive components to their design system, highlighting the new footwear and BOA Fit System® technology
Added interactive components to Marucci’s design system for consistent, engaging product experiences.
Incorporated 360° shoe views and feature callouts to clearly showcase the BOA Fit System® technology.
Transformed static product listings into dynamic, user-focused pages that highlight the new footwear line.
The Solution
Redesign Marucci’s product pages adding interactive components to their design system, highlighting the new footwear and BOA Fit System technology
Added interactive components to Marucci’s design system for consistent, engaging product experiences.
Incorporated 360° shoe views and feature callouts to clearly showcase the BOA Fit System technology.
Transformed static product listings into dynamic, user-focused pages that highlight the new footwear line.
Research
Research
Athletes Focus on Key Features, Sizing, and Technology When Choosing Cleats
Athletes Focus on Key Features, Sizing, and Technology When Choosing Cleats
I studied competitors like Hoka to understand how brands communicate advanced foot technology. I looked for the following:
I studied competitors like Hoka to understand how brands communicate advanced foot technology. I looked for the following:
Observed how users explore product features, sizing guides, and technology descriptions
Mapped out the decision-making process for selecting cleats
Prioritized the most impactful features and storytelling elements
Observed how users explore product features, sizing guides, and technology descriptions
Mapped out the decision-making process for selecting cleats
Prioritized the most impactful features and storytelling elements
Key Insights:
Athletes need at-a-glance access to BOA Fit System® features and performance benefits
Most critical information was hidden 2–3 clicks deep
Interactive elements (videos, 360° views) dramatically increase engagement
Key Insights:
Athletes need at-a-glance access to BOA Fit System® features and performance benefits
Most critical information was hidden 2–3 clicks deep
Interactive elements (videos, 360° views) dramatically increase engagement
Design Goals
Design Goals
Turning BOA’s® innovation into an intuitive, performance-driven experience
Turning BOA’s® innovation into an intuitive, performance-driven experience
Prioritize clarity, engagement, and technology storytelling
Prioritize clarity, engagement, and technology storytelling
1
Redesign the Product Detail Page to enhance clarity and engagement
Redesign the Product Detail Page to enhance clarity and engagement
2
Ensure users quickly grasp BOA Fit System value and function
Ensure users quickly grasp BOA Fit System value and function
3
Integrate lifestyle imagery and interactive components to showcase use in action
3
Integrate lifestyle imagery and interactive components to showcase use in action
Ideation
Ideation
Redesign the Product Detail Page to enhance clarity and engagement
Rethinking How Users Review and Confirm Their Purchases
Redesign the Product Detail Page to enhance clarity and engagement
Redesign the Product Detail Page to enhance clarity and engagement
The low-fi wireframe established a cleaner hierarchy, placing the BOA Fit System® story front and center while keeping fit, traction, and performance details easily scannable. Every layout decision aimed to make athletes feel the precision before they even tried the shoe.
The low-fi wireframe established a cleaner hierarchy, placing the BOA Fit System story front and center while keeping fit, traction, and performance details easily scannable.
Every layout decision aimed to make athletes feel the precision before they even tried the shoe.
Low-Fi Wireframe for the Footwear PDP
Low-Fi Wireframe for the Footwear PDP
Ensure users quickly grasp BOA Fit System® value and function
Ensure users quickly grasp BOA Fit System® value and function
Rather than listing specs, the new interactive component invites users to engage with the BOA Fit System® themselves. By hovering, clicking, and rotating through layers of the design, athletes can understand how each dial movement impacts fit, traction, and performance. It’s product education through play—building trust through discovery.
Rather than listing specs, the new interactive component invites users to engage with the BOA Fit System themselves. By hovering, clicking, and rotating through layers of the design, athletes can understand how each dial movement impacts fit, traction, and performance.
Understanding the BOA Fit System® was key to driving purchase confidence. I introduced organized dropdowns for “How It Was Made,” “Product Features,” and “Reviews”—giving users a guided, digestible way to learn about the technology and its real-world performance. This structure turned complex product details into an intuitive, confidence-building experience.
SHOE NAME
SHOE NAME
Keyword
Keyword
We don’t just believe in confidence; we build it.
We don’t just believe in confidence; we build it.
BOA® Dial
BOA® Dial
BOA dials fine-tune fit with precision, allowing for quick adjustments and peak performance
BOA dials fine-tune fit with precision, allowing for quick adjustments and peak performance
BOA® LACE
BOA® LACE
BOA Lace routinely tolerate the toughest environments and field test, and are expertly configured fro precision and performance
BOA Lace routinely tolerate the toughest environments and field test, and are expertly configured fro precision and performance
BOA® GUIDES
BOA® GUIDES
Lace guides replace traditional eyelets to minimize friction and distribute even closure
Lace guides replace traditional eyelets to minimize friction and distribute even closure
SHOE NAME
SHOE NAME
Keyword
Keyword
We don’t just believe in confidence; we build it.
We don’t just believe in confidence; we build it.
Low- Fidelity clickable prototypes showcasing BOA technology,
Low- Fidelity clickable prototypes showcasing BOA technology,
Understanding the BOA Fit System® was key to driving purchase confidence. I introduced organized dropdowns for “How It Was Made,” “Product Features,” and “Reviews”—giving users a guided, digestible way to learn about the technology and its real-world performance. This structure turned complex product details into an intuitive, confidence-building experience.
How it was Made
How it was Made
Designed with a lightweight and breathable material to keep your feet cool and comfortable during your runs.
Designed with a lightweight and breathable material to keep your feet cool and comfortable during your runs.
Designed with a lightweight and breathable material to keep your feet cool and comfortable during your runs.
Designed with a lightweight and breathable material to keep your feet cool and comfortable during your runs.
Designed with a lightweight and breathable material to keep your feet cool and comfortable during your runs.
Designed with a lightweight and breathable material to keep your feet cool and comfortable during your runs.
Product Features
Product Features
Reviews (44)
Reviews (44)
Interactive product guides
Interactive product guides
User Testing
User Testing
Tested by Athletes, Proven in Play
Tested by Athletes, Proven in Play
Next, we tested prototypes with 12 athletes and 6 internal team members across baseball and fastpitch.
Next, we tested prototypes with 12 athletes and 6 internal team members across baseball and fastpitch.
87%
Reported a clearer understanding of the BOA Fit System after interacting with the component
Reported a clearer understanding of the BOA Fit System after interacting with the component
+65%
Average time spent on PDPs increased howing higher engagement and curiosity around footwear tech
Average time spent on PDPs increased howing higher engagement and curiosity around footwear tech
9/10
testers said the experience made them feel more confident in choosing the right shoe.
testers said the experience made them feel more confident in choosing the right shoe.
Iteration
Iteration
Iterating With Real Athletes: Making BOA’s® Innovation Feel Effortless
Iterating With Real Athletes: Making BOA’s® Innovation Feel Effortless
The final prototype brought the interactive BOA® component to life through refined visuals, motion, and storytelling. Every detail—from typography to dial animation—was designed to reflect precision and control. The component now feels intuitive and seamless, guiding users to understand how each adjustment impacts their game. It’s performance you can see—and feel—before stepping onto the field.
The final prototype brought the interactive BOA® component to life through refined visuals, motion, and storytelling. Every detail—from typography to dial animation—was designed to reflect precision and control. The component now feels intuitive and seamless, guiding users to understand how each adjustment impacts their game. It’s performance you can see—and feel—before stepping onto the field.
TRACTION
Diamond Specific Metal Spike
FIT
BOA® GUIDES
COMFORT
ERGONOMIC FOOTBED
DIAMOND Specific Metal Spike
Diamond-specific metal spike placement for optimal stability and grip on grass and dirt
Pebax® Outsole
Pebax® outsole for protection and durability
TRACTION
Diamond Specific Metal Spike
FIT
BOA® GUIDES
COMFORT
ERGONOMIC FOOTBED
DIAMOND Specific Metal Spike
Diamond-specific metal spike placement for optimal stability and grip on grass and dirt
Pebax® Outsole
Pebax® outsole for protection and durability
TRACTION
Diamond Specific Metal Spike
FIT
BOA® DUAL Li2 DIALS
COMFORT
ERGONOMIC FOOTBED
BOA® Dual Li2 Dials
BOA® Dual Li2 Dials for precision fit
TRACTION
Diamond Specific Metal Spike
FIT
BOA® DUAL Li2 DIALS
COMFORT
ERGONOMIC FOOTBED
BOA® Dual Li2 Dials
BOA® Dual Li2 Dials for precision fit
TRACTION
Diamond Specific Metal Spike
FIT
BOA® DUAL Li2 DIALS
COMFORT
ERGONOMIC FOOTBED
Ortholite® insole
Massaging contours enhance in-shoe comfort
EVA foam midsole
Internal sock-like fit for support and security
TRACTION
Diamond Specific Metal Spike
FIT
BOA® DUAL Li2 DIALS
COMFORT
ERGONOMIC FOOTBED
Ortholite® insole
Massaging contours enhance in-shoe comfort
EVA foam midsole
Internal sock-like fit for support and security
Final Hi- Fidelity Interactive BOA Technology Guide for Mobile
TRACTION
Diamond Specific Metal Spike
FIT
BOA® GUIDES
COMFORT
ERGONOMIC FOOTBED
DIAMOND Specific Metal Spike
Diamond-specific metal spike placement for optimal stability and grip on grass and dirt
Pebax® Outsole
Pebax® outsole for protection and durability
TRACTION
Diamond Specific Metal Spike
FIT
BOA® DUAL Li2 DIALS
COMFORT
ERGONOMIC FOOTBED
BOA® Dual Li2 Dials
BOA® Dual Li2 Dials for precision fit
TRACTION
Diamond Specific Metal Spike
FIT
BOA® DUAL Li2 DIALS
COMFORT
ERGONOMIC FOOTBED
Ortholite® insole
Massaging contours enhance in-shoe comfort
EVA foam midsole
Internal sock-like fit for support and security
Final Hi- Fidelity Interactive BOA® Technology Guide for Mobile
Success Metrics
Success Metrics
Faster Discovery. Deeper Engagement. Greater Confidence
Faster Discovery. Deeper Engagement. Greater Confidence
Athletes and customers now explore and interact with Marucci’s footwear line with clarity and confidence:
Athletes and customers now explore and interact with Marucci’s footwear line with clarity and confidence:
Navigation and product discovery time reduced — users can access cleat features and BOA Fit System® details 3x faster
Engagement on the footwear landing page increased 25%
Product clicks on PDPs rose 15%, while interactions with enhanced content grew 10%
Users reported greater confidence in understanding cleat technology and fit, driving higher likelihood to purchase
Navigation and product discovery time reduced — users can access cleat features and BOA Fit System® details 3x faster
Engagement on the footwear landing page increased 25%
Product clicks on PDPs rose 15%, while interactions with enhanced content grew 10%
Users reported greater confidence in understanding cleat technology and fit, driving higher likelihood to purchase
3x
Time Saved
+25%
Landing Page Engagement
Landing Page Engagement
+15%
Product Clicks