Which product page for a running shoe?

30 minutes to explore preferences

Sophie started the session with a welcome to the 5 runners, who had bought running shoes online in the past year.

She showed them the 2 versions by sharing her screen, and then used the 5hellos session guide to explore their reactions.

• what was their preference, and why?
• what elements did they like or dislike most, and why?
• and, what were they missing if they wanted to buy?

On several points all 5 had a very strong opinion about the options shown, while on others their was more nuance.

The outcome?

The version that focused on how the shoe was different in use from   other running shoes worked best, as it helped users decide. They all rejected the version with a jargon-filled tech run through.

But all loved the aspirational image on the second version and wanted it added to the first to combine style with function.

"What you want to know first is : how is this shoe better than what I have today for running? But then, I also love that cool picture in use."

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