Client: SoleLine Year: 2022 Role: Full-Stack Designer
BACKGROUND
SoleLine is a circular sneaker website/app
There is an audience of people who enjoy trending sneakers but do not enjoy the prices. In addition, resellers have plagued sneaker culture, and people have lost the concept of "it's just a shoe." This brand is for the demographic of sneaker consumers who want to purchase or trade a hype sneaker while simultaneously inhibiting sustainability acts.
THE PROBLEM
Large amounts of sneakers are found in landfills yearly
The estimated amount of factory-defected and completely worn shoes that end up in landfills exceeds the millions mark every year. In addition, shoes that are in landfills usually go through an incineration process. The incineration of shoes then releases the toxic chemicals in synthetic materials into the atmosphere and contributes to dioxin pollution.
THE MISSION
Our mission is to help keep shoes out of landfills by giving them a second life.
Our mission is to help keep shoes out of landfills by giving them a second life.
THE PROCESS
Using the design thinking process to define and solve the problem
I worked on this project for eight weeks and started my process by identifying who I would want my stakeholders to be. Next, I conducted interviews while waiting in line during an annual sneaker sale event at Champaign-Urbana's Neighborhood Kicks. After my interview, I then underwent the following design thinking process steps.
Understand
COMPETITIVE ANALYSIS
Gaining insights into how competitors maintain their sneaker audiences and sell their products.
SoleMate does not have any direct competitors that promote keeping shoes in use. Therefore, I decided to find three companies that possess qualities in the target markets I am trying to reach. Finally, I will take the information I collected from my analysis and use it as inspiration to shape something new for a sustainable sneaker community.
PERSONAS
Malik Thomas
Bio
Malik is a millennial who has a thriving career as an Environmental Engineer. He grew up on Chicago's south side and was immersed in sneaker culture. He loves to explore new sneakers that have been designed to reduce waste as it combines his passion and his culture.
Goal
Start incorporating more sustainable fashion into their everyday and work attire.
Pain Points
• Does not know how to pinpoint what shoes have recycled materials and what shoes don't.
• Does not know where to go when he wants to give away shoes to organizations that do not resell second-hand goods.
• Would like a marketplace that does not upsell hype shoes for double the price that they go for retail.
Prototypes
DESIGNS
Mid-Fidelity Prototypes for Web Samples
SoleMate does not have any direct competitors that promote keeping shoes in use. Therefore, I decided to find three companies that possess qualities in the target markets I am trying to reach. Finally, I will take the information I collected from my analysis and use it as inspiration to shape something new for a sustainable sneaker community.
INSIGHTS
Using insights to iterate on the original solution
After three usability tests on the mid-fidelity prototypes, I gathered three critical insights into what was successful and what needed improvement about the website.
1.) Creating a category system for the trading page would benefit users looking to trade for specific shoe brands.
2.) Promoting the benefits of becoming a SoleLine member would help the brand maintain user interest.
3.) Maintain a consistent height between the footer of the page and the elements.
With this feedback, I could improve the mid-fidelity prototypes and then get started on my high-fidelity prototypes for the web version of SoleLine.
Final Overview
Home Page
Users can find what weekly deals SoleLine will be offering for those who are guests and those who are members. We also want to inform users that we are a circular shoe seller, so they know they will not be getting a perfect pair of shoes.
Product Details
Users will get a 360 view of the shoe of interest on the product page. They will also be able to filter through reviews to see who was satisfied with the shoe and what precisely the defects were on the shoe they received. We also are promoting the benefits of purchasing a shoe through our rewards system.
Trading Card Stack
This feature is modeled after old-school trading cards and dating apps' swipe left/swipe right features. The trading stack allows users to swipe to view what shoes are currently up for trade. Users can start a trade offer on their own or view the shoes first and then trade.