LEFTFOOT

Redesigning the Experience

of Singapore’s Sneaker Retailer
- Leftfoot
This case study will show the UX design
process and solution done to improve
the experience the brand provides

Disclaimer: Leftfoot and Designer are not affiliated.

This is a personal project aimed to create a concept

Research
Understanding the customers that shop at Leftfoot. Methods used to understand users:

Covert Observation User Interviews

• Customers crowding outside store • 7 Customers and 3 Stakeholders (Retail Assistants/Store Manager)

• New releases were placed at the front • Qualitative Research

• Customers talking about discount board and entering store • Understanding their pain points, needs and goals

Qualitative Research
How do you go about What attracts you to come
shoe shopping? to Leftfoot?

• For shoes exclusively, she would • The shoes and display of shoes
rather see the shoes online than are very appealing in LeftFoot.
come to the store for
experience. • The display of shoes at the
entrance of the store attracted her.
• Appreciate if there is a platform he
can view his shoes at first before
coming so he doesn’t have to
waste his time

• First thing she looks for are new

Covert Observation
designs of shoes. Catalogue of What are some frustrations you
in-trend shoes would interest her. face when shopping at Leftfoot?

• Difficult to find the shoes he like,

as it doesn’t have his size

• Space is an issue, as it can be

cramped when finding for shoes

Key Findings
Based on the research from customers and stakeholders, these are 3 main findings which navigated the solution:

• Customers need to be engaged from the start - Current store has a display of the latest shoes

• An online experience will make shoe shopping more convenient

• Updating customers on shoe size availability to reduce disappointment of users travelling to the store

Personas
Within the users interviewed, I created two archetypes with distinct qualities that
I can always rely on to understand the user needs and requirements

Journey and JOURNEY

Opportunity Map OPPORTUNITY

User is greeted by a
wide display of shoes,
brand new/latest
Finally getting hands on
the shoes they were
User entering Constraints in finding looking for
Leftfoot’s Entrance shoes as they go further
as space is limited and
navigation is poor Told that shoe size was
not available and user
left the store after

Show new/latest
shoes in the
homepage Ability to find the shoes they
are searching with ease and
360 view of the shoe
Easier navigation with the Allowing users to
freedom for users to find have access to size
what they want availability without
travelling

First Launch

ASK

User Flow
LOADING WELCOME SIGN UP
– Welcome PERMISSION
– Log In / Sign Up
POP UP:
– Permission ALLOW
– Different Methods NOTIFICATION

Mapping the screen flow, understanding how

many screens are needed and what actions
are required

LOG IN CONFIRM HOME

LEFTFOOT

$ Price
Product Name
INFO: 1 INFO:
LEFTFOOT

LEFTFOOT Wireframes
Structuring of content and implementing the
TFOOT
New Release layout for each screen. The icons and features
Welcome to include in each page.
LOG IN
Back Product Name
$ - Pricing Discounts
Name
Select a Size CHECKOUT
SIGN UP Password

Search Saved Home Cart Profile

LOG IN

LEFTFOOT
Search Saved Home Cart Profile

Privacy Policy
$ Price
Product Name
Search Saved Home Cart Profile

INFO: 1 INFO:

Main Colours Components Design System

A guide with typography, buttons, colours and
other user interface components were crafted
S$ - Price
Product Name and refreshed as the process continued.
QTY: 1 SIZE: 8.5 CHECKOUT PAY WITH

#080808 #3B3B3B #8F8F8F #DBDBDB #FFFFFF

Search Saved Home Cart Profile

Alert/Trigger Colours Buttons and Toggle

SAVE
When there is a trigger or an alert that requires the
attention of the user, these colours are used
SIGN UP LOG IN

#5FFF9E #FF5F5F PLACE ORDER CHECKOUT

Type Product Name

S$ - Price PLACE ORDER PAY WITH
Headline, Helvetica Neue, Bold Select a Size

Text, Helvetica Neue, Regular Same as Shipping Address

8.5 8.5
SEARCH HERE Same as Shipping Address
Type something..
Icons
Add payment method

Inactive

Active

User Interface
A guide with typography, buttons, colours and
other user interface components were crafted
and refreshed as the process continued.

Log In Screens

Home Screen
The latest, featured and on demand shoes are
displayed to mirror the portrayal of the store. This way
users can easily get access to up-to-date sneakers.

Horizontal Scroll Component

Recommended
What’s New
Price: High to Low
Price: Low to High

‘Sort’ Component

Product View
When users search a product or brand,
they are led to a product view page with
the relevant content and prices.

Product Selection and Size

Now users can know the sizes available without having to
travel and still get a 360 view of the product, aimed to
capture the essence of shopping at Leftfoot.

8.5

Purchasing A Shoe
Users can now purchase shoes wherever they are without having to travel to Leftfoot.
With a simpler transaction, users can also purchase their desired item with ease.

Desktop Version

Conclusion
Importance of Research & Planning
Throughout the project, the key findings helped me to understand what the user needs were. The research was extensive
as it allowed me to understand and interpret the different customers’ and stakeholders’ point of view. This project was one
of the few important school projects which allowed me to understand the impact of proper planning and execution.

Testing & Feedback

The biggest challenge was not being able to test the prototype with stakeholders and relevant customers. I overcame this
challenge by presenting ideas to quick test with my circle. However, I still believe it would have been essential to get the
perspective of the main users. However, it was a great experience to interact and improve my skills through this project.

THANK YOU.
 Designing for Inclusivity for People
with Intellectual Disabilities - Chikit
This case study will show the UX design process, research and
data collected and solutions created to address the problems
faced by people with intellectual disabilities (PWIDs)

Team of 4 Designers and 3 Engineers

My Role - Research, Ideation, Product Design (Hochi)

The goal was to assist PWID to be more independent in their daily tasks
OBJECTIVE
through design and use of emerging technology (eg; motion sensors,
Internet of Things), which will remove barriers in their daily lives and give
parents and caregivers useful information of progress or developments on
their loved ones through recorded data.

DESIGN PROCESS

TARGET USERS TIMELINE CLIENT

People with Apr 2017 – Apr 2018 MINDS @ Napri
Intellectual Disabilities (PWIDs)

Caregiver and Parents of PWIDs

WHY? 1 WANDERING
PWIDs run away from their homes due to being left alone or
unattended to. The cases worry their parents and caregivers whom
have to work and take care of their loved ones at the same time.

2 SAFETY AND WELLBEING

Safety is a concern whenever PWIDs travel out or are at home alone.
Communication barrier makes it hard for caregivers to know if PWID’s
safety is being jeopardised in any form.

3 COMMUNICATION
The barrier is apparent as it is difficult for PWIDs to share their
emotions or feelings easily. This leads to them being unhappy and
caregivers worried not knowing how to help them.

RESEARCH
1 USER INTERVIEWS 2 COVERT OBSERVATION 3 RESEARCH & STUDIES ON
To understand the pain points and Observing how PWIDs interact and PWIDS AND TECHNOLOGY
needs of caregivers and our client, go about their daily duties. Helps Knowing the types of intellectual
helping us gain insights us to understand what their likes disabilities and the different characteristics
and dislikes might be and the types of technologies available to
make our solution feasible

Covert Observation

PYRAMID OF DEPENDENCY
This pyramid was based on a study showing
an outlook of emotional quotient (EQ) and
how it varies the dependency of PWIDs

INSIGHTS

WHEREABOUT DETAILS INTERESTED IN MUSIC DISLIKE WEARABLES

The client and caregivers & CARTOONS Another concern raised by caregivers was
emphasised on the importance of During our covert observations, we that wearables are often thrown out by
knowing where the users are to realised how music and cartoons PWIDs as they do not like to have anything
ensure that they are safe made our users happy and attached to their skin/bodies
engaged them positively

MINDMAPS
Using mind maps to branch out the different findings helped our brainstorming
sessions to know what, why and how solutions can be ideated.

PERSONAS
Our personas reflect what we have learned about our target users to the best of our
knowledge, which states what their likes, frustrations and ambitions are.

HOW MIGHT WEs

The HWM questions further probed us to think of
ways we can ideate solutions for their needs.

IDEATION &
DESIGN GOALS
Based on our research, insights and
explorations, we decided to explore further
by focusing on tracking and monitoring as
the main features in our designs.

SOLUTION

Chikit is a cohesive buddy ecosystem designed to track

and monitor through an application on what is happening
real-time from remote locations, making PWIDs feel like
they are always there with their loved ones.

Magnetic Key

PACHI
Pachi is a tracking device with GPS embedded into GPS Module
the product. It works like a fidgeting device where
users can use it to reduce stress and calm anxiety.

• Attached to clothes or other types using the

magnetic key, similar to ones seen in stores

• Lightweight material to allow users to utilise

It hassle free

• Flipping Gear to display 2 emotions,

happiness or sad which can help convey a
certain message from the user

Flipping Gear

HOCHI
Hochi is a behaviour monitoring, surveillance, interactive
OLED device to ensure the safety of our users. It works as a home
assistive product to assist and inform caregivers by giving
and gaining feedback with its various components.

Screen to Display Emotions

• QI Wireless Charging, which allows Hochi to
be moved around the house

• OLED to give feedback when any types of

sounds are played and engage PWIDs when
Camera Module they are alone at home

Speaker + Microphone • Speaker + Microphone to play music and

receive audio via application to ensure users are
occupied with sound giving them a comfort
that their loved ones are not too far away
Charging Dock

HOchi • Camera to view from the caregiver’s end to

make certain of safety and wellbeing of PWIDs

APPLICATION
The Chikit application connects both Hochi and
Pachi to track and supervise wherever the caregivers
are. With a sense of cohesiveness with the entire
product, the team wants to ensure caregivers are
given clear and precise actions which will help them
easily understand how the application works.

• Track Pachi, knowing where their loved ones

are at all times

• Surveillance through Hochi, ensuring the

safety and wellbeing at home

• Send audio messages and songs via Hochi

making certain that PWIDs are close to their
caregivers

Family Sharing Feature Viewing via Hochi Playing songs for their loved ones

Awarded the Lee Hsien Loong Interactive Digital

Media Smart Nation Award
Brand Redesign for a
Learning Hub in Singapore
– Thinksmart

ROLE TASK TIMELINE

Research, Ideation, Brand Feb 2020

Identity/UI Design Redesign - May 2020

PROJECT OVERVIEW Thinksmart SG is a learning centre based in Singapore specialising

in Science Lessons for Junior College and Secondary Level students.

The challenge was to position Thinksmart as an evolving learning

hub and design a dynamic branding language that will reflect
into a memorable experience for their students and parents.

BRAND CORE VALUES

Science Elements Trustworthy Holistic Development

to be included in their identity conveyed through the brand of a student is crucial

Ideation Moodboard

COLOURS AND TYPE

HEADLINES MAIN COLOURS SECONDARY COLOURS

Poppins, Regular
Poppins, Bold #027FFD #F4F9FF #1B2346
#FFC810 #FC7376 #D984FD #28D8DE

TEXT

Muli, Regular

BRAND IDENTITY

Based on the mood board and sketches, it was easy to identify the components
that will put the logo together. Using the primary colours and scientific elements
we were able to portray the confident and vibrant brand that Thinksmart is.

BRAND PATTERNS

MASCOTS The client wanted an addition to the brand that students and
parents can identify and resonate with. Thus, we decided
that doing a set of mascots to go with the brand will bring
liveliness and the ‘fun’ element that students expect.

Emotions to interchange amongst the mascots

WEBSITE REDESIGN

A sitemap, the information structure and wireframes were ideated for the brand before
we decided on the design of the website. We integrated relevant information that the
client gave to ensure content is structured well. The new website is under development.