The goal was to give customers access to first of their kind innovations in shoe customization through an online experience that would entice discovery and allow customers to intuitively create their designs.
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The challenge was incorporating complex functionality that gave customers a depth of options in their customization, and igniting customers’ curiosity while not creating “blank canvas anxiety”. We created an experience that promoted a step-by-step approach, with user controls designed to align with current app patterns that were familiar to our audience to encourage fast adoption. As a senior product designer, I worked with our design director and UX designers to ideate and create a user experience that was responsive across all devices, and felt native to users on hand-held devices with touch screen and limited screen space.

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The product launch was used as an opportunity to partner with local creatives to create a video series called UA Icon Creator Collabs that created a 360° campaign moment, while showcasing how far creativity could go by using the tool.

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• Successfully launched Under Armour’s first customization tool, supporting new 3D production technology, feeding designs from the customer directly to production

• Responsive designs, and interactive controls that could be used naturally across all devices

• “Under Armour, good job you guys. You have the best customization for shoes” The Sole Brothers Review