New Balance
Custom shoe experience

How do you create a mobile-first custom retail experience that doesn’t feel utilitarian?

For New Balance, this meant launching a new shoe customizer targeted to the mobile user. We believed that for most users, the customization experience was less about complex functionality than the immediacy of seeing a product bent to one’s will. We saw an opportunity to bring this to life in a few simple swipes.

Working with New Balance’s ecommerce team. we radically simplified the customization process, migrating from language and processes rooted in the manufacturing of footwear to the language and conventions of the lifestyle marketplace. The resulting experiences live today both online at newbalance.com/custom and in New Balance retail stores across the United States.