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Engineering an interactive tool that puts creative power in the user’s palms


British lifestyle brand Joules have recently undergone a creative refresh. They required a digital tool that would reflect their transformation and engage new and loyal audiences across two nations.
Having recently launched Joules' new website, Orange Bus took on a second challenge of concepting and creating a fun competition app that would appeal to users in the UK and America.  Joules set an engagement target of 35,000 entries over four months, and the tool’s code had to be adaptable for future competitions.

Joules Welly App Competition Orange Bus


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.


The Joules team were delighted with the finished tool and impressed with the flexibility provided; allowing them to design elements of the tool themselves and use the app for future brand engagement campaigns. 

The Design a Welly competition app launched 4 October 2015, and Joules reported achieving 43% of the four month target (35k) in one month alone (October) with 15.3k entries. Participation on social channels has been fantastic, with a high amount of Facebook engagement and constant hashtag interaction with #jouleswellydesign. Searching ‘Joules design a welly’ on Google showcases pages of enthusiastic bloggers interacting with the tool and posting their designs. The competition has also seen coverage in magazines for Waitrose, Jamie Oliver and The Mail on Sunday’s You publication.

The competition has now ended (4 December 2015), we’ll be sure to share the winning welly design - to be sold instore - once decided by the Joules judges.