SoleSafe
SoleSafe is a high-end collectible sneaker insurance company that is currently in the prelaunch phase. As of now, the only public-facing touchpoint they have is the company's landing page for early-adopter signup. It is up to three colleagues and me to propose a multi-touchpoint design strategy to heighten user engagement, help users understand the company, and encourage a robust launch.
Role: co-lead, researcher, and designer.
Tools: InVision, Sketch, Google Sheets, Keynote, Otter, and Zoom.
Methods: “Deep-dive” research, secondary research, touchpoint strategy map, low-fidelity prototyping, evaluative research, stakeholder interview, and design critiques.
Deliverables: Guiding strategy statement, multi-touchpoint strategy map, client packet: presentation/prototypes, and annotated wireframes.
Research
Stakeholder Interview
An exhaustive interview with SoleSafe's owner helped our team define its goals, catalog fresh insights, and introduced us to sneaker culture. The clarity of SoulSafe’s value to the user was identified as a top priority.
Secondary Research
The team performed an immersive amount of secondary research into sneaker culture and competitors to distill our insights into our touchpoint ideation process and identify ways in which SoleSafe has an advantage over other insurers. Research also revealed new opportunities for connecting with potential users like Sneaker Con and YouTube channels dedicated to sneaker culture.
Goals
Clarify SoleSafe's value and offerings
Encourage early-adopter signups
Keep users engaged until launch
Guiding Strategy
All user experience touchpoints for SoleSafe early adopters will help sneakerheads to feel enthusiasm and curiosity to maintain interest until launch.
We will do this by focusing on digital and physical promotional initiatives to spread awareness of SoleSafe's value to foster anticipation.
As a result, we hope to see an increase in early adopter signups and social media followers.
Multi-Touchpoint Strategy Map
Our initiative is rooted in two primary touchpoints: Sneaker Con and the Redesigned Landing page. One physical, one digital but both feeding into a series of synergistic touchpoints that will promote the expertise and value of SoleSafe. The impact of our primary touchpoints in this graph trickle down from top to bottom, from primary to secondary to tertiary. All team members worked together to inform our map.
New Touchpoints (My Work)
The Flyer
Flyers will be distributed at retailers, sneaker-related events, and conventions.
The flyers being handed out have the SoleSafe launch date and business concept succinctly on the front, detail the social media campaign on the back, and feature a QR code that directs users to solesafe.co for immediate prelaunch signup.
Sneaker Con
Over one hundred thousand individuals have attended Sneaker Con in over thirty locations across the US. A cultural hotspot for buying, selling, and trading rare kicks, it is the perfect place for our user demographic to encounter SoleSafe.
SoleSafe has purchased a booth at Sneaker Con to make personal connections, distribute flyers, and hold a contest. An encased pair of exclusive kicks rest on the booth, and individuals will be asked to estimate the cost. The sneakerheads who make the ten most accurate estimates win a pair of SoleSafe socks.
Influencer Unboxing
Social media and celebrity influencers receive swag kits from SoleSafe by mail. The unboxing experience is analogous to the unboxing of a new pair of sneakers but with SoleSafe branded gear inside.
Conclusions
I wanted to balance the digital work of my colleagues as they redesigned the landing page and its content. Except for the social media campaign, my touchpoints intentionally focus on intimate in-person experiences. Combining these experientially unique touchpoints offers a more holistic overall experience than digital could offer alone.
Our multi-touchpoint strategy will keep users engaged until launch, helps clarify SoulSafes value, and increase early signups through an interconnected series of fresh experiences. SoleSafe has the opportunity to launch with what it deserves: a solid UX strategy.