How we helped the Winter Run become the biggest & best 10k in London
Cancer Research Winter Run is managed by Human Race, the UK's leading mass participation events company, and one of our partners since 2015. They needed to improve advertising and increase conversion to their booking system for the Winter Run.
Content for real people
We started by creating various personas to help us unpick the direction to go in. We asked ourselves questions about each persona to understand the needs of a real user. What would this person need to see here? How can we get someone who knows they just want to book straight in to do it? What’s missing?
We designed mobile first to ensure that the most important content could be surfaced in the smallest spaces throughout. We then introduced various other elements and components. Clear access to register in a bright green accent colour for a clear contrast to site content.
We designed various components and new features to the site that reflected the engaging and fun nature of the event on the ground. As well as engaging design, we included an interactive map showcasing course features and the route, which runners really loved.
There’s no better way to understand a client’s product than first hand experience. On a cold February morning, half the team arrived in Central London to get ourselves on that start line!
Steve hi-fived a polar bear, Bev skipped the entire route, but the best bit? We all smashed our 10k PBs!
Smashing their own records
Outside the London Marathon, the London Winter Run is now the largest running event in London (!) thanks to increased conversion it is now over-subscribed year on year. We’re delighted to be involved in such a fantastic event for such a great cause and look forward to smashing our PB’s again next year!
Let us help you run faster
We’d love to help your business do better online.