Koto Running
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client
Koto Running
year
2022
duration
11 Weeks
location
Stockholm, Sweden
overview
Koto Running makes high-performance gear for serious runners. Their products were exceptional — their website was not. A conversion rate of 1.2% on a site with strong organic traffic told the full story. The product pages buried the most important information, the checkout had seven steps, and the mobile experience was an afterthought. Revenue was being left on the table every single day.
approach
We started with the data — heatmaps, session recordings, and exit surveys pointed to three specific drop-off points. The redesign focused entirely on those three moments. Product pages were rebuilt around the athlete's decision process — performance specs first, story second, purchase third. Checkout was reduced to three steps. Mobile was designed before desktop for the first time. Within 60 days of launch conversion rate had risen to 3.1%.
Deliverables
UX Audit
Web Design
Mobile Design
Checkout Redesign
Design System
Framer Prototype
