Vice Versa Case Study
Deliverables: User research, competitive analysis, website design, UX design, information architecture
Role: Principle UX Designer
Vice Versa makes luxury high heels that can convert into flats for humans who have been searching for the elusive comfortable heels, or need options to transition from day to night with minimal baggage. Check out their line of unique convertible shoes here.
The Challenge
Designing to build trust
Vice Versa approached me to design their crowdfunding campaign site, hosted on their own page, to deliver a branded experience for customers learning about Vice Versa's products and tiered incentives for customers to crowdfund this project.
Process
Research
Market — It’s important to understand the market we’re entering, look into other players on the market, and identify with the target audience.
Competition — I analyzed direct product competitors like Mime Et Moi, Runway Heels, Tanya Heath, and indirect competitors like MGemi, Steve Madden, Aldo. I also studied the usability patterns of similar crowdfunding websites like Kickstarter and GoFundMe.
Target Audience — I drafted a persona for the Vice Versa customer based on their behavior, expectations, and knowledge of existing crowdfunding and ecommerce usability patterns.
Product — We identified the goals, vision, and features/functionality of the crowdfunding site we wanted to create.
Organizing The Data
I set up user flows with the user goals specified in the research phase, and then mapped out the information architecture into an initial wireframe. The final prototype will follow the style guide below.
Final Prototype
After a few rounds of reviews with the team, our wireframe transformed into our final prototype. The final step was to pass our prototype on to the software engineer to code.
Here are the prototypes of the pages not on the landing site:
Conclusion
In the end, Vice Versa opted not to go through the crowdfunding route due to operation deadlines, and instead opted for a simpler waitlist route. The design was kept similar, and you can view the site here. Ultimately, we were still able to deliver a branded experience for customers to learn about and purchase Vice Versa's products.