Joules’ fashion offering spans women, men, home, children and baby. Creating something inclusive of age range, digital abilities and devices would be key to the tool’s success. With this in mind, the brand’s hero product - wellies (loved by adults and children alike) - became the perfect item to build a tool around.
Deciding on a user-centric application titled ‘Design a Welly’, Orange Bus ideated a competition mechanic whereby users can ‘get creative’ online by adding prints, shapes or doodles to their own welly template - with a luxury break and the sale of their design in Joules’ stores as the incentive.
Orange Bus UX team crafted the site journey and user experience from start to finish, handing wireframes over to the design team - noting that the tool designed had to visually represent the brand, but remain understated to allow the users creation to take centre stage.
Given a Joules welly to work with, our designer illustrated the welly outline, then crafted design templates for users, a draw tool and a colour palette feature, also visualising a home page to introduce the application.
OB developers then built the application with its challenging colour masking features, working collaboratively with a designer on how the visuals worked responsively from desktop to mobile and tablet; before testing extensively across browsers.