Triple layer interaction with Veja clients
Veja Impact
A microsite for Veja in order to help Veja customers care for their unique Veja sneakers and connect them to petitions that support sustainability so that the customers can adopt a sustainable fashion lifestyle.
Role
Research
Domain insights
Customer insights
Copywriting
Illustration
Tools
Figma
Adobe Suite
Protopie
Team
Emmanuel Ebhota
Claire Hung
Bob Wang
Ling Pan
Discovery
This was a 5+ week project in a senior Experience design course. The process started with client selection, and sustainability was the topic we had in mind. We looked at how to help brands either become sustainable or help sustainable brands become more sustainable. We decided Veja was the client we would intervene for because research showed that Veja’s brand mission is to make sustainable sneakers, and it could be more successful if customers were involved in the process. This was why we decided to focus on the post-sale phase that would focus on customers helping expand Veja’s brand mission.
Insights
Customer Interest: 84% of casual customers expressed a high interest in “shoe maintenance tips” as follow-up information to their sneaker purchases. 55% of casual sneaker buyers preferred their follow-up prompts to be in the form of an email over a checkout pop-up and text graphics on the shoebox.
Design and Ideation
The three major features that we decided would form the three-level engagement were shoe maintenance, shoe story, and Link to application. After evaluation and user-testing these features, it showed that they could each provide value to the customers and help move them toward Veja's brand mission if they used it.
Level 1 - Shoe Maintenance
Level 2 - Shoe Story
level 3 - Sign Petitions
Usability Testing
The first iteration of our intervention was an application. We tried an application because we wanted the experience to be more personal. A growing trend shows more people are choosing mobile applications over websites to engage with.
Final product
With this micro site, Veja will be able to adequately reach customers that share the same goals in having a sustainable lifestyle and help them reach that goal. This also means Veja’s brand mission will keep spread to new customers.
Value for Business
Veja will be able to adequately reach customers who share the same goals of having a sustainable lifestyle and help them reach that goal. This also means Veja’s brand mission will keep spreading to new customers.
Value for Customer
The customers gain tangible value from the microsite because they would be able to maintain their unique Veja shoes, therefore prolonging usage. They would also gain aspirational value because they can join the larger movement of having sustainable slow fashion lifestyle which has the goal to reduce waste.
A microsite was the second form we choose. The reason for this was because we could add it to their already existing site. User-testing showed that people preferred websites. The product does not have features that would be used every day, so making it an application meant downloading and forgetting an app on your phone. A website, on the other hand, can be accessed anytime you want, and there is no need to download a new application.
First iteration of the idea from the sprint was an app.
The first layer of engagement - Show Care
Reflection
This project made me and the rest of the team realize that sustainability is a difficult movement to get customers involved in from the start. We settled on the idea that if only 1% of the customers got involved, it was a win. This would mean customers, no matter how little, are participating in slow fashion.
A way to push this project forward is by incorporating local environmental programs. Many cities including New York, San Francisco, and Portland have set goals for their cities to try and reduce waste. Based on a selected city, or where a person lives, they can find information about programs in those cities, and they can be directed on how to access any needed information.
A way to push this project forward is by incorporating local environmental programs. Many cities including New York, San Francisco, and Portland have set goals for their cities to try and reduce waste. Based on a selected city, or where a person lives, they can find information about programs in those cities, and they can be directed on how to access any needed information.
Sprint
With the end goal in mind, the only thing to do was to provide some form to the idea. We decided Google sprints was the best way to come up with ideas on how to make our intervention as well as where to intervene in the customer journey. In the sprint, I was the customer and domain expert. I had to make sure that all the decisions we made were informed by current trends other sustainable brands were on and to make sure we kept customers at the core of our decisions.
Other Projects
Triple layer interaction with Veja clients
Veja Impact
A microsite for Veja in order to help Veja customers care for their unique Veja sneakers and connect them to petitions that support sustainability so that the customers can adopt a sustainable fashion lifestyle.
Role
Research
Domain insights
Customer insights
Copywriting
Illustration
Tools
Figma
Adobe Suite
Protopie
Team
Emmanuel Ebhota
Claire Hung
Bob Wang
Ling Pan
Insights
Customer Interest: 84% of casual customers expressed a high interest in “shoe maintenance tips” as follow-up information to their sneaker purchases. 55% of casual sneaker buyers preferred their follow-up prompts to be in the form of an email over a checkout pop-up and text graphics on the shoebox.
Design and Ideation
The three major features that we decided would form the three-level engagement were shoe maintenance, shoe story, and Link to application. After evaluation and user-testing these features, it showed that they could each provide value to the customers and help move them toward Veja's brand mission if they used it.
Usability Testing
The first iteration of our intervention was an application. We tried an application because we wanted the experience to be more personal. A growing trend shows more people are choosing mobile applications over websites to engage with.
Final product
With this micro site, Veja will be able to adequately reach customers that share the same goals in having a sustainable lifestyle and help them reach that goal. This also means Veja’s brand mission will keep spread to new customers.
Value for Business
Veja will be able to adequately reach customers that share the same goals in having a sustainable lifestyle and help them reach that goal. This also means Veja’s brand mission will keep spread to new customers.
Value for Customer
The customers gain tangible value from the microsite because they would be able to maintain their unique Veja shoes, therefore prolonging usage. They would also gain aspirational value because they can join the larger movement of having sustainable slow fashion lifestyle which has the goal to reduce waste.
A microsite was the second form we choose. The reason for this was because we could add it to their already existing site. User-testing showed that people preferred websites. The product does not have features that would be used every day, so making it an application meant downloading and forgetting an app on your phone. A website, on the other hand, can be accessed anytime you want, and there is no need to download a new application.
First iteration of the idea from the sprint was an app.
The first layer of engagement - Show Care
Reflection
This project made me and the rest of the team realize that sustainability is a difficult movement to get customers involved in from the start. We settled on the idea that if only 1% of the customers got involved, it was a win. This would mean customers, no matter how little, are participating in slow fashion.
A way to push this project forward is by incorporating local environmental programs. Many cities including New York, San Francisco, and Portland have set goals for their cities to try and reduce waste. Based on a selected city, or where a person lives, they can find information about programs in those cities, and they can be directed on how to access any needed information.
Discovery
This was a 5+ week project in a senior Experience design course. The process started with client selection, and sustainability was the topic we had in mind. We looked at how to help brands either become sustainable or help sustainable brands become more sustainable. We decided Veja was the client we would intervene for because research showed that Veja’s brand mission is to make sustainable sneakers, and it could be more successful if customers were involved in the process. This was why we decided to focus on the post-sale phase that would focus on customers helping expand Veja’s brand mission.
Sprint
With the end goal in mind, the only thing to do was to provide some form to the idea. We decided Google sprints was the best way to come up with ideas on how to make our intervention as well as where to intervene in the customer journey. In the sprint, I was the customer and domain expert. I had to make sure that all the decisions we made were informed by current trends other sustainable brands were on and to make sure we kept customers at the core of our decisions.
The second layer of engagement - Show Story
The third layer of engagement - Environmental Cause
Other Projects
Triple layer interaction with Veja clients
Veja Impact
A microsite for Veja in order to help Veja customers care for their unique Veja sneakers and connect them to petitions that support sustainability so that the customers can adopt a sustainable fashion lifestyle.
Role
Research
Domain insights
Customer insights
Copywriting
Illustration
Team
Emmanuel Ebhota
Claire Hung
Bob Wang
Ling Pan
Tools
Figma
Adobe Suite
Protopie
Discovery
This was a 5+ week project in a senior Experience design course. The process started with client selection, and sustainability was the topic we had in mind. We looked at how to help brands either become sustainable or help sustainable brands become more sustainable. We decided Veja was the client we would intervene for because research showed that Veja’s brand mission is to make sustainable sneakers, and it could be more successful if customers were involved in the process. This was why we decided to focus on the post-sale phase that would focus on customers helping expand Veja’s brand mission.
Insights
Customer Interest: 84% of casual customers expressed a high interest in “shoe maintenance tips” as follow-up information to their sneaker purchase. 55% of casual sneaker buyers preferred their follow-up prompts to be in the form of an email over a checkout pop-up and text graphics on the shoebox.
Design and Ideation
The three major features that we decided would form the three-level engagement were shoe maintenance, shoe story, and Link to application. After evaluation and user-testing these features, it showed that they could each provide value to the customers and help move them toward Veja's brand mission if they used it.
Usability Testing
The first iteration of our intervention was an application. We tried an application because we wanted the experience to be more personal. A growing trend shows more people are choosing mobile applications over websites to engage with.
Final product
With this micro site, Veja will be able to adequately reach customers that share the same goals in having a sustainable lifestyle and help them reach that goal. This also means Veja’s brand mission will keep spread to new customers.
Value for Business
Veja will be able to adequately reach customers that share the same goals in having a sustainable lifestyle and help them reach that goal. This also means Veja’s brand mission will keep spread to new customers.
Value for Customer
The customers gain tangible value from the microsite because they would be able to maintain their unique Veja shoes, therefore prolonging usage. They would also gain aspirational value because they can join the larger movement of having sustainable slow fashion lifestyle which has the goal to reduce waste.
A microsite was the second form we choose. The reason for this was because we could add it to their already existing site. User-testing showed that people preferred websites. The product does not have features that would be used every day, so making it an application meant downloading and forgetting an app on your phone. A website, on the other hand, can be accessed anytime you want, and there is no need to download a new application.
The first layer of engagement - Show Care
Reflection
This project made me and the rest of the team realize that sustainability is a difficult movement to get customers involved in from the start. We settled on the idea that if only 1% of the customers got involved, it was a win. This would mean customers, no matter how little, are participating in slow fashion.
A way to push this project forward is by incorporating local environmental programs. Many cities including New York, San Francisco, and Portland have set goals for their cities to try and reduce waste. Based on a selected city, or where a person lives, they can find information about programs in those cities, and they can be directed on how to access any needed information.
Sprint
With the end goal in mind, the only thing to do was to provide some form to the idea. We decided Google sprints was the best way to come up with ideas on how to make our intervention as well as where to intervene in the customer journey. In the sprint, I was the customer and domain expert. I had to make sure that all the decisions we made were informed by current trends other sustainable brands were on and to make sure we kept customers at the core of our decisions.
First iteration of the idea from the sprint was an app.
The second layer of engagement - Shoe Story
The third layer of engagement - Environmental Cause
The second layer of engagement - Show Story
The third layer of engagement - Environmental Cause
Other Projects
The second layer of engagement - Show Story
The first layer of engagement - Environmental Cause