Digital Transition Tool
Strategy, UX, Design, Development
A tool to support the digital sales journey; a platform to build a barefoot community.
Stronger feet, a more natural gait, better ankle stability and an improved chance of preventing pain and injuries – with a list of potential benefits like this, it’s easy to see why the barefoot movement has gained such momentum in recent years.
Because the switch from ‘regular’ to barefoot shoes isn’t necessarily a straightforward one, however, sector-leading brand Vivobarefoot faces a challenge in supporting customers with their purchase – and particularly for e-commerce sales made without the help of in-store experts. Yoyo’s answer was to design and develop a digital transition tool that would give new members of the Vivobarefoot community everything they needed to start their brand journey on the right foot.
The transition tool is the first fruit of a digital plan conceived by Yoyo following initial research and discovery work with Vivobarefoot.
This valuable phase threw up the key conclusion that this dynamic, creative company has an opportunity to develop its digital channels to optimise the online sales journey. Galvanising the initial point of connection with customers would foster a positive barefoot experience and encourage the long-term growth of the community.
Within Vivobarefoot’s own retail outlets, the face-to-face experience already supports strong customer engagement. It provides an important moment for staff to convey some of the more nuanced messages around the process of going barefoot. In an e-commerce setting, however, where the sale involves less dialogue between the brand and the buyer, there is a risk that customers do not absorb some of the more important points of information. As a result, shoes were being returned because sizing guidance hadn’t been followed or buyers were failing to recognise the importance of the transition phase, struggling to adapt, and sometimes being left with a negative take on both barefoot and the brand itself.
Enhancing product value, building brand loyalty.
The transition tool is a self-contained solution to this problem, and it forms part of a multi-phase Digital Strategy Plan devised for Vivobarefoot by Yoyo. As well as answering the challenges of new customers, the tool also provides a valuable vehicle for capturing user data. This is used to help inform user journeys and communications, ensuring they are relevant to the individual’s purchase stage and relationship with the brand. Wrapping digital customers in an informative environment that augments their purchase and their brand experience.
Equipped with insights from interviews with users and internal stakeholders, Yoyo developed moodboards to build out the visual identity of the transition tool, aligning it closely with Vivobarefoot’s stripped down, natural aesthetic.
The creative process considered all potential user journeys and points of engagement for the tool, including a QR code on the shoebox that acts as a ‘start here’ trigger for buyers.
As a standalone product, the tool could be developed separately and rapidly by the Yoyo team, who supplied HTML files and code for Vivobarefoot to host. This approach kept the demands on the client team to an absolute minimum during development, while the self-contained nature of the tool removes the requirement for ongoing content management.
Liaising with Vivobarefoot regularly to accommodate feedback and iterations, the Yoyo project team delivered the tool in line with the brand’s fresh identity. It will now form part of an enhanced post-purchase engagement process for customers, whether to smooth their transition into the Vivobarefoot community or to crystallise their existing relationship with the brand.