Who is Hoka?

HOKA, a premium footwear brand under Deckers, is dedicated to producing high-performance shoes that cater to athletes of all levels, from casual walkers to professional runners. Known for their signature oversized midsoles and lightweight designs, HOKA’s products emphasize comfort, support, and durability. Their innovative approach to footwear design has propelled the brand to become a leader in the industry, celebrated for its commitment to empowering athletes to achieve their best.

The brand’s mission, “fly over the earth,” reflects its vision of creating shoes that inspire confidence, enhance performance, and adapt to diverse terrains. With a growing global community of enthusiasts, HOKA continues to redefine the standards of athletic footwear, focusing on innovation, quality, and inclusivity. By prioritizing user needs and delivering exceptional products, the company has earned a reputation as a trusted name for athletes seeking footwear that performs as well as it inspires.

The Challenges

HOKA’s platform faced significant challenges in delivering a seamless and intuitive experience for its users. Key tools, such as the Shoe Finder quiz and product comparison feature, were underutilized due to low visibility and poor design. Ambiguities in the quiz and limited functionality of the comparison tool hindered users from confidently making informed footwear decisions.

Navigation issues further complicated the user journey, with essential features difficult to locate, which negatively impacted usability and satisfaction. The platform’s user interface lacked intuitiveness, particularly for novice runners, while experienced runners found limited value in the available tools. These challenges underscored the need for design improvements to enhance discoverability, interactivity, and overall user experience.

Project Research

We conducted project research by analyzing data from Mintel and Reddit to understand user preferences and behavior. Additionally, we performed a competitor analysis to identify strengths and weaknesses in similar platforms. By synthesizing these insights, we categorized the findings into distinct user groups, allowing us to better address the needs of novice and experienced runners. This approach provided a comprehensive foundation for enhancing HOKA’s product comparison experience.

To understand sneaker wearers and their preferences, we analyzed data from Mintel and Reddit. This research provided insights into HOKA’s target audience and broader sneaker trends. Users prioritize comfort, price, and style when selecting sneakers, with additional factors like running type, brand loyalty, and durability influencing their decisions. Social media platforms, forums, and athletic communities were identified as primary sources of inspiration for sneakers. Many users favored competitors' websites over HOKA due to better usability, enhanced visual design, and intuitive navigation. These findings revealed opportunities for HOKA to improve its online experience and better align with users’ needs and expectations.

We conducted an extensive competitor analysis to understand existing tools for comparing shoes and products. Evaluating brands like OnCloud, Nike, Brooks, and New Balance, alongside platforms like Run Repeat and Amazon, we analyzed navigation, filtering, shoe finder tools, and product information layouts. This research highlighted best practices and user-friendly features.

Using this data, we identified user groups by assessing browsing behavior, terminology comprehension, and decision-making criteria. Insights from shoe brand and comparison tool competitors revealed essential improvements for HOKA’s platform, guiding design enhancements tailored to novice and experienced runners' needs.

UX Audit

We conducted a comprehensive UX audit to enhance HOKA's platform. This included workshops and co-design sessions with novice and experienced runners to understand their needs and behaviors. A heuristic evaluation of the current app with users highlighted navigation issues, poor discoverability, and design inconsistencies. These insights shaped actionable strategies to improve usability and overall user experience.

We conducted a workshop with six novice runners aged 18-22 to explore their shoe-shopping habits and decision-making processes. The session included three activities: drawing their ideal running shoe, ranking factors influencing their purchases, and mapping their journey from discovery to post-purchase. Participants prioritized support, price, and durability, with peers and research heavily influencing the early stages of their journey. Insights from this workshop provided valuable understanding of novice runners' needs and behaviors, informing design solutions tailored to their preferences. The findings emphasized the importance of comfort, appearance, and price throughout the shopping process, aiding us in crafting user-centric improvements.

We conducted a workshop with six experienced runners to understand their shoe-shopping habits, priorities, and comparison processes. Activities included journey mapping based on the 5 E’s (Discover, Explore, Engage, Purchase, Extend), comparing HOKA shoes with competitors, and ranking factors like fit, stability, and running type. Insights revealed experienced runners valued fit and feel most, prioritized quality over price, and relied on peer recommendations and reviews during decision-making. Participants preferred HOKA’s content layout but favored OnCloud for specific needs. This workshop, combined with novice runners’ insights, provided a comprehensive understanding of differences and similarities between user groups in shoe shopping behavior.

We conducted in-depth user interviews and heuristic evaluations to identify usability issues and opportunities for the HOKA platform. Participants included novice and experienced runners who evaluated features like the Shoe Finder quiz, comparison tools, and product pages. Key pain points included ambiguous wording, low discoverability of comparison tools, and insufficient terminology explanations. Insights highlighted opportunities for visual clarity, interactive elements, and peer influence integration. These findings guided design improvements, focusing on novice runners’ needs while enhancing usability and decision-making processes across the platform. The heuristic evaluation provided actionable insights into navigation, consistency, and user control to optimize the overall experience.