ECCO LABS

Company

Innovation Lab ECCO

Discipline

Website Design

exploring innovative designs and developing unseen solutions to bring innovation directly to consumers

Concept creation

BRINGING OUR LAB TO THE OUTSIDE WORLD

A project that showcases select ECCO products directly to consumers featuring innovative design and advanced technology. Also, it is a creative hub for merchandise, inspiration, and creativity – displaying works that bridge the gap between retail and innovation.

The digital aspect was the first main focal point of the project as this is the first touch point for consumers to engage with the brand
and the products. The website aims to attract a new customer base to trigger interest and imagination for future developments. The first task was creating a concept that would complement ECCO’s brand style, attract a new audience, and showcase its innovation.

How do we want to tell our full brand story? We needed to deep-dive into who would buy the products and why. We assumed we had early adopters and tech/innovation enthusiasts and high-spending ECCO consumers. However, we needed to validate this so we conducted field research. We talked to early adopters, researched other brands who stepped outside their regular target audience, and built on that information. An additional challenge was to find a way to attract the kind of consumers we had in mind for this project this was especially challenging because the designs of the products happened simultaneously with the concept creation.

To attract a new customer base for ECCO

To market ECCO in a cross-generational and cross-disciplinary position, approaching the market with a technologically advanced edge.

To enable innovative ECCO products to compete with some of the most iconic inspirational brands on the market.

Objectives

We organized all our findings and explored design directions keeping our objectives in mind. The direction was based on solving our challenge; being able to reach multiple generations with the same interest in shoe development, innovation, and technology.

By leading the designs to concrete wireframes and exploring different hierarchies, user flows, and styles we were able to determine a more distinctive concept.

The initial concept direction was established which allowed us to focus on the details within the concept. One of the questions that arose was ‘What and how do we want to communicate our project?

From concept to design

Translating ideas to designs

The initial concept direction was established which allowed us to focus on the details within the concept. One of the questions that arose was ‘What and how do we want to communicate the project?

Our next phase involved a bigger team of creatives to determine our communication method. We, as the digital team had to be flexible as this project was carried out simultaneously with the development of the actual products. Coming up with concrete designs (wireframes) that include details while making them adaptable to big changes was a constant factor that we had to work with.

Challenges

We put together our art direction based on the brand identity of ILE, research and key attributes. A tech feel with accent colours helped connect the products to the innovation platform ECCO Labs. We decided that the visual aspect of the website would be of high importance to help explain the complex technology and textual explanation.

UI Design

Usability testing

Understandable and relatable?

I organized interviews with task based assignments for people who knew little to nothing about ECCO Labs and the BIOM Infinite to ask them about their perceptions and attitudes towards the website and sneaker. For us it was important to gain insight in whether or not people understood the technology and innovation behind the products and the purpose of the website. We used the learnings to change some design ideas. I found that the termonology used to explain technology was to difficult and the overall structure of the website needed to be categorised different.