Business Transformation, Digital Disruption, UI/UX, Product Design
Designist collaborated with Hyper Island to work on a project for Vans. The client needed us to develop a digital strategy which connects the heritage and authenticity of the brand directly with female consumers. Develop a valuable proposition as part of this strategy for Vans which clearly presents our ideas and shows how this generates value for both the business and customer.
Our team began by studying the brand of Vans. We found that in 1966, Paul Van Doren opened up a store with his brother and two friends. The store enabled people to choose the colors and the style they wanted. The notion of footwear as an expression of personality was born.
In the early days of Vans customers would walk in and customize their shoes. Soon Vans started adopting few of these designs and started mass producing it. Over time Vans no longer allowed customers to truly customize their shoes as they did before so people started buying Vans and customizing it themselves.
Based on the insights we found from the brand and Vans customers we felt our challenge was how might we empower individuals to express themselves regardless of gender? Vans 60th anniversary was coming up soon so our team thought that we should bring back the heritage of Vans.
Introducing #VansOnDemand a digital platform that enables anyone truly customize, share, and purchase shoes. This platform would allow users to upload their own design on the Vans website and adapt it to any shoe they wanted for a small extra fee. The value to the customer is that they would be able to customize their shoe but also buy other custom made shoes. The value to Vans would be that they would generate more revenue from customized shoe sales, be able to take popular designs to mass market, and also re-establish the values of heritage and authenticity that they once stood for.