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Individual Project
September 2023 - May 2024
Sole-G
Create your own trends with preset shoe designs, where style meets comfort and conscience.
University Capstone Project
Project Duration: 24 weeks
The Problem.
The footwear industry confronts a pressing challenge marked by a rapidly increasing environmental footprint, notably influenced by the preferences and actions of the "sneakerhead" culture. The complex composition of sneakers, incorporating a multitude of materials, poses a substantial environmental threat due to the ecological harm associated with extraction and the non-recyclability of many components, thereby amplifying the industry's environmental impact.
23 BILLION
Pairs of shoes are made every year
22 BILLION
Pairs end up in landfill.
1000 years
To decompose
“How might we infuse circular design principles seamlessly into footwear design to encourage sustainable behaviour?”
User Research.
Online Ethnography
Embarking on a digital expedition into the realm of sneakerhead culture, I set out to conduct an online ethnography, immersing myself in the virtual communities and spaces where sneaker enthusiasts converge. Through observation, participation, and analysis, they aimed to uncover the intricate dynamics, rituals, and identities that define this vibrant subculture.
Online Communities
To conduct this research, I joined Facebook and Instagram groups to immerse myself into the culture and observe the users’ behaviors
Community 1
Community 2
Findings
User Interviews
Conducting user interviews was a valuable way to gain deeper insights into user motivations. By directly engaging with users, I was able to uncover the "why" behind their behaviors, preferences, and pain points. These interviews allowed me to ask open-ended questions, dive into personal experiences, and better understand the emotional and practical factors driving their decisions.
Insights
Defining the User Persona
Using user research results was essential in creating a well-defined user persona, helping to focus the design process on the needs and preferences of the target audience. By gathering data through surveys, interviews, and user observations, I was able to identify common behaviors, motivations, and sneaker purchasing habits.
User Persona:
User Flow
Product Research.
Conducting product research was a key part of understanding the materials commonly used in shoe manufacturing and identifying why they can be harmful. I delved into the composition of typical shoe materials like synthetic leathers, plastics, and foam, which are often derived from non-renewable resources and contribute to environmental harm.
Rubber Alternative
Algae for Shoes
In my quest for sustainable footwear solutions, I stumbled upon a visionary brand that is pioneering the use of algae in shoe soles. Through a meticulous process, algae is harvested, processed, and transformed into a versatile material that can be molded into shoe soles of various shapes and sizes. By utilizing algae-based compounds, this brand not only reduces reliance on finite resources but also minimizes environmental impact by offering a renewable alternative to traditional sole materials.
Design Opportunity.
There is a significant opportunity to reshape the "sneakerhead" culture, emphasizing strategies that trigger a shift in behavior and yield environmentally responsible outcomes, all while preserving the essence of sneaker collection and fashion
Moodboard
As I had never designed footwear before, I made a mood board to guide my designs so that they are relevant to current trends. The red dots indicate parts of the shoes I liked
Sketches
To conduct this research, I joined Facebook and Instagram groups to immerse myself into the culture and observe the users’ behaviors
Cite Map
To conduct this research, I joined Facebook and Instagram groups to immerse myself into the culture and observe the users’ behaviors
New User Flow
To conduct this research, I joined Facebook and Instagram groups to immerse myself into the culture and observe the users’ behaviors
Wireframes
To conduct this research, I joined Facebook and Instagram groups to immerse myself into the culture and observe the users’ behaviors
User Testing Results.
Usability Test
A usability test was conducted to identify any issues or missed opportunities within the app. During the test, users were observed as they navigated key features and completed tasks. This process helped uncover pain points, such as confusion around the customization process and unclear messaging, while also revealing areas where the user experience could be enhanced
Results
Sustainability Message Unclear
Users indicated that the sustainability message within the application was not communicated clearly.
Customization Process Not Communicated Effectively
Users found the customization process in the application to be unintuitive, with many struggling to identify where to press or how to navigate the options.
Price Variability Not Shown
Users also expressed dissatisfaction with the lack of price transparency for each custom option. They found it frustrating that price changes weren't displayed as they selected different customization features.
User Surveys
A user survey was conducted to gather feedback on the shoe design sketches I created. Participants were presented with various design options and asked to indicate their preferences regarding style, functionality, and features. This survey allowed me to gain insights into which elements resonated most with users, helping me understand their priorities and desires in a shoe.
Survey Results
The 3 desired top design options:
The 3 desired sole design options:
Final Design.
Educational Slides
To communicate the purpose of this design, I added educational slides at the beginning of the app to tell users a little about what the effects of their current habits are.
Added some numbers to give a more shocking effect
Designed the homepage to be more inspiring and allow users to get ideas from others
Included the names of other users’ shoes to align with current user trends.
Turned all the show options into interactive 3D models so that users can view it from all angles
Included instructions for users to avoid confusion on what to do next
For color customization, I added hotspots that users can press to customize each part of the shoe.
App User Flow.
Farah Elabd
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Ottawa, Ontario
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