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
MY ROLE
•
UX Research
•
Information Architecture
•
UI Design
•
Interactive Prototyping
DURATION
DURATION
4 months
From Bats to Cleats: A Digital Experience Gap
From Bats to Cleats: A Digital Experience Gap
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.
Athletes and fans struggled to understand the advanced features of the cleats, especially the BOA Fit System, a precision lacing technology designed for real-time adjustments.
Athletes and fans struggled to understand the advanced features of the cleats, especially the BOA Fit System, a precision lacing technology designed for real-time adjustments.
Critical product details were buried in static PDPs, videos were scattered, and lifestyle imagery didn’t clearly connect technology to on-field performance. Users had to click multiple times to find the information they needed, reducing engagement and confidence.
Critical product details were buried in static PDPs, videos were scattered, and lifestyle imagery didn’t clearly connect technology to on-field performance. Users had to click multiple times to find the information they needed, reducing engagement and confidence.
Learning From Athletes and Competitors
Learning From Athletes and Competitors
I studied competitors like Hoka to understand how brands communicate advanced foot technology online.
I studied competitors like Hoka to understand how brands communicate advanced foot technology online.
I conducted user research to see how athletes and coaches interact with footwear online:
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
I conducted user research to see how athletes and coaches interact with footwear online:
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
Meet the Athlete: Jordan’s Journey to the Perfect Fit
Meet the Athlete: Jordan’s Journey to the Perfect Fit
Meet Jordan, a collegiate pitcher trying to find cleats that optimize fit and movement.
Meet Jordan, a collegiate pitcher trying to find cleats that optimize fit and movement.
Practices 5–6 times per week and values performance-enhancing technology
Wants to quickly understand features, watch action videos, and see real-time fit adjustment in action
Efficiency and clarity are crucial — every click matters
Practices 5–6 times per week and values performance-enhancing technology
Wants to quickly understand features, watch action videos, and see real-time fit adjustment in action
Efficiency and clarity are crucial — every click matters
How We Set the Course: Design Goals That Matter
How We Set the Course: Design Goals That Matter
Prioritize clarity, engagement, and technology storytelling
Prioritize clarity, engagement, and technology storytelling
1
Surface BOA Fit System features prominently
Surface BOA Fit System features prominently
2
Reduce clicks to key actions (product info, videos, add-to-cart)
Reduce clicks to key actions (product info, videos, add-to-cart)
3
Enable users to see real-time adjustments and performance benefits
4
Integrate lifestyle imagery and interactive components to showcase use in action
3
Enable users to see real-time adjustments and performance benefits
4
Integrate lifestyle imagery and interactive components to showcase use in action
Reimagining the Confirmation Experience With a New Product Detail Page
Reimagining the Confirmation Experience With a New Product Detail Page
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
Turning Features Into an Interactive Experience
Turning Features Into an Interactive Experience
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. It’s product education through play—building trust through discovery.
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,
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
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.
Homepage refresh: hero videos, messaging, interactive modules introducing the footwear line
Footwear landing page: BOA Fit System, traction, and performance benefits highlighted with dynamic visuals and testimonials
Enhanced PDPs: 360° product views, fit guides, lifestyle imagery, and actionable details for confident purchasing
Homepage refresh: hero videos, messaging, interactive modules introducing the footwear line
Footwear landing page: BOA Fit System, traction, and performance benefits highlighted with dynamic visuals and testimonials
Enhanced PDPs: 360° product views, fit guides, lifestyle imagery, and actionable details for confident purchasing
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.
Iterating With Real Athletes: Feedback in Action
Iterating With Real Athletes: Feedback in Action
We co-designed with Marucci, running weekly workshops with product and marketing teams to finalize the look
We co-designed with Marucci, running weekly workshops with product and marketing teams to finalize the look
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
Results That Hit Home: Metrics That Matter
Results That Hit Home: Metrics That Matter
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