GOAT is a marketplace for buying and selling sneakers. The platform offers a large selection ranging from general releases to rare exclusives.
As a concept project done for General Assembly, we decided to design a mobile raffle drawing experience to expand upon GOAT's current app features.
✧ Title – UX Designer
✧ Role – Contributed to the ideation of the new raffle feature, user research, and low to hi-fi mockups.
✧ Result – A fully prototyped app feature ready to be shipped and developed.
✧ Tools – Adobe Xd, Lucid Chart, OptimalSort, Zeplin
The team's initial task for this project was to design a AR feature that allowed shoes to be viewed and customized in that space. We quickly realized after conducting some research that this concept has been terribly overdone, by not only other design teams but by
GOAT as well. This realization then begged us to ask the question, what do sneakerheads really want?
THEÂ COMPETITION
A comparative and competitive analysis on the features of the players in the digital sneaker space revealed a clear winner, the Nike SNKRS App. But what did Nike have that the rest didn't?
COMPARATIVE &Â COMPETITIVEÂ ANALYSIS
. . . a raffle drawing where users would enter for the opportunity to purchase a sold-out product after it launches. Raffles were clearly non existent in the re-seller marketplace and an area of interest the team could capitalize on but first we wanted the opinion of people actively buying shoes or in the sneaker industry.
INTERVIEWS & CONTEXTUAL INQUIRIES
We were lucky to have brick-and-mortar sneaker shops in walking distance to interview employees and customers. This provided valuable insight on what the community values, reveal their frustrations, and motivations to buy in a re-seller marketplace.
23 RESPONSES
It was safe to say people were interested in getting another opportunity to buy sold-out sneakers and the majority of them would even pay a premium membership in order to do so.
PERSONAÂ &Â JOURNEY
Following our interviews, the team and I synthesized the findings to create a user persona and journey to help guide our design decisions.​ These exercises helped visualize "Hypebeast" Henry and his journey, allowing us to further empathize with our target users.
The consumer journey details the typical chain of events and emotions Henry experiences when failing to purchase a highly anticipated sneaker. It goes to show how a raffle drawing can provide another systemic option to get ahold of the shoes at a reasonable price.
PAPER & MID – FI PROTOTYPES
We mocked, prototyped, tested, and annotated any adjustments we needed to make before creating a hi-fi mockup to minimize any risk and prove that the feature functioned properly as we expected it to.
Splash Screen
Countdown
How It Works
Verification
ACTIONS
✧ Buttons and typefaces need to be viewable by all audiences.
✧ A Driver License number as a form of verification removes anyone 18 and below from participating.
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✧ Navigational elements left in unfamiliar locations caused issues.
INSIGHTS
✧ The entire app interface revised to fit iOS standards.
✧ Email passcode replaced Driver's License as a form of verification.
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✧ Additional user testing shifted the location of navigational elements.
FEATUREÂ PRIORITIZATION
When brainstorming ideas, we found ourselves spit-balling, inputting additional features and ways we could approach the experience, disrupting any productivity. This led us to define the features to lean our focus into.​
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We knew we wanted to build out a raffle drawing but what does that entail? We determined the following:
Winner/Loser Confirmation
The GOAT app has a dominant black & white minimalistic approach which we stayed true to in our designs. I was solely responsible for designing the home, sign-up, and membership benefits, and sizing screens but overall contributed to all the interfaces seen here.
RAFFLE DRAWING DETAILS
The home screen with the raffle drawing counter draws the user's attention to the amount of time left to enter. This helps build anticipation.​When looking at sold out products, users have the option to sign up as a GOAT member in order to enter into a drawing when the shoe releases on the platform.
SIGNINGÂ UP
When signing up, users are greeted with a​ benefits screen with the option to opt out. This screen helps showcase why users should sign up and provide guidelines.
If they decide to proceed, they can sign up through various options.
PRODUCT SIZING
We took inspiration from the Nike SNKRS app when building out the sizing screen with a simple and succinct interface because no one likes ordering the wrong size.​
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Confirmation is provided on the next page with a button indicating next steps.
CONFIRMATION & SHIPPING
When the countdown concludes, you're either confirmed as winner or loser. If confirmed as a winner, the user proceeds to enter their shipping information.​
Confirmation is provided on the next page with a button indicating next steps.
ORDER SUMMARY &CONFIRMATION
Before submitting their order, the user can view a summary of their information to double check all the details.​
A final confirmation screen is provided with options to share and continue browsing. Now all there's left to do is wait for goods to come in the mail!
The work done for this hackathon stressed the importance of communicating not only between designers but across departments as well. I would recommend a more structured process the next go-around like a daily scrum or utilizing a kanban flow.
Overall it was a great experience working closely with a team of 3 developers and happy our designs were deemed most usable.
