Objective
Create (from scratch) a sneaker customization product for Under Armour.
The default view of the interface. This is the first shoe customizer that takes advantage of the possibilities of digital printing.
Discovery & Research
To get a clear understanding of the consumer mindset and competitive space our team used the following research methods:
Ethnographic Research
Competitive Analysis
Social Listening
Stakeholder Interviews
UX Best Practices Research
These initiatives were lead by our strategists, but the UX team was present throughout and helped to ensure that the results we were after lead to actionable design directives.
Findings and Creative Vision
Our themes and recommendations were grouped into Audience, Design Culture and The Territory.
Design Principles included the following:
Keep the default settings simple
Guide the user most of the way there
Take advantage of digital printing technology
Provide inspiration on local and professional levels
Find a way to let teams order together
Don't make users wait
Experience Map
This document was delivered in tandem with the discovery findings and creative recommendations. We followed the user through entry, customization and post-purchase phases to make design suggestions based on what the user is thinking along the way.
Brainstorming and Iteration
After delivering our findings the clients, we used the ideas as a springboard to brainstorm possible features as well as potential frictions we would want to avoid. This led to many hours of frantic whiteboarding and design debate. It was a blast.
Wireframes and prototyping
When it came time to solve the problems we framed in the discovery process, our challenges were many: delivering an intuitive tool that guided people through a non-linear design process. There were many edge cases to consider as well. While it was challenging, we were happy when the product delivered on many of our design principles and survived user testing.
