Website Redesign for Omnichannel eCommerce Experience


Runnings is a farm and outdoors retail brand with a rich history of loyal customers but traditionally has struggled to keep up with its competitors in the eCommerce space. As a result, they wanted a new website that utilizes eCommerce best practices while deepening the value and relationship for the in-store customers.


  • Workshops with the eCommerce, Brand, and Marketing teams to understand their goals, customer research, user journeys, and deep product catalog
  • Information architecture design to improve product navigation
  • User journeys for buying products online or in-store, and delivery to home or store
  • User interface designs for entire site, including complex cart and checkout flows
  • Design for in-store order pick and pack employee experience 
  • Close collaboration with developers for pixel-perfect implementation


Ready-to-build interface designs that enhance the brand, simplify the customers’ purchase journey, and grows retail sales. (Launches fall 2021)