BIRKENSTOCK

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UGLY FOR A REASON

Turning an event into a permanent story
Throughout its long and rich history of shoe making, Birkenstock has always championed the health of the human foot. In spring 2022,  the brand, together with The New York Times, embarked on a the three-part documentary series - Ugly for a Reason - to explore the importance of foot health and reveal why healthy shoes look exactly the way they do.
Turning an event into a permanent story
Throughout its long and rich history of shoe making, Birkenstock has always championed the health of the human foot. In spring 2022,  the brand, together with The New York Times, embarked on a the three-part documentary series - Ugly for a Reason - to explore the importance of foot health and reveal why healthy shoes look exactly the way they do.
Date
2022
Client
Birkenstock
Project
E-shop Redesign

THE CHALLENGE

Birkenstock turned to Machinas to take these documentary videos and turn them into a journey into the digital journey - its heritage, purpose and products. Considering the scale of this project, Machinas's challenge was to ensure all stakeholders' alignment, creating a special visual outcome without losing the brand's essence.

THE CONCEPT

Narrative

We embrace the seriousness, the weight and substance of the topic of foot health. We make it all about the feet. We forget about marketing and eCommerce speak. We continue the story with carefully curated facts that support Birkenstock's unique expertise in foot health. We talk about the number of bones in our feet, the number of steps taken in a lifetime. We do that in a way that is enjoyable and easy to browse.

User journeys

NYT subscribers land on the Birkenstock eshop with an interest. Now is the time to strengthen and deepen that interest with the UFAR LPs. With every piece of information we open a door and invite consumers to step into the world of Birkenstock.

THE SOLUTION

Narrative

We embrace the seriousness, the weight and substance of the topic of foot health. We make it all about the feet. We forget about marketing and eCommerce speak. We continue the story with carefully curated facts that support Birkenstock's unique expertise in foot health. We talk about the number of bones in our feet, the number of steps taken in a lifetime. We do that in a way that is enjoyable and easy to browse.

User journeys

NYT subscribers land on the Birkenstock eshop with an interest. Now is the time to strengthen and deepen that interest with the UFAR LPs. With every piece of information we open a door and invite consumers to step into the world of Birkenstock.

THE IMPACT

The new design gives the online shop a fresh and modern look that transmits the original outdoor spirit of the brand. It reduces noise and the products and their unique features and technologies have been put into the spotlight.

The customer journeys have been optimized by offering more guidance through product finder and distribution pages.

The efforts show in an increased conversion rate even with only a partial launch of the new design and positive feedback from internal and external users.
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