MARKET RESEARCH, ui, branding, prototyping | created as a student project at SVC.
WHO IS OISELLE
Oiselle started nine years ago with a single product: running shorts. Since then, it has grown to include additional bottoms, tops, and outerwear. The company has actively developed its running community through social media and three programs: an ambassador group, in-kind sponsorship of emerging athletes, and paid sponsorship of elite professional and Olympic athletes. Oiselle surprised the industry by luring away Kara Goucher from Nike. Oiselle started out by looking to improve women’s running apparel. Now they’re looking to change the entire sport of running by becoming an outspoken advocate for athlete’s rights.
On the visual level, the owner is looking to add more of a sense of grit to the clean, modern, and geometric aesthetic. When/where do you inject more personality?
Additionally, many of Oiselle’s customers are experienced runners. Many more are not. The brand is looking to provide more “Running 101” content to grow the pool of dedicated runners and to embody their vision of adding a more intellectual aspect to sport and expand their customer base.
KEY PAIN POINT
One critique of the company is it comes off as exclusive. How do you become more welcoming without alienating your core base?
• Better express Oiselle’s vision of “feminine fierce” by adding a sense of grit to the ‘clean’ and modern aesthetic of their current site
• Surface blog content to the homepage
TIMELINE – 9 WEEKS
Market & brand research
To identify Oiselle’s strengths, weaknesses, opportunities, and threats in their market— I performed a SWAT analysis of top competitors.
OISELLE’S STRENGTHS AND OPPORTUNITIES
• Woman owned
• Community minded
• Quality products
• Functional + cute products
• All inclusive community
• More diversity in models
• Start blog posts sponsored by runner
“Feminine Fierce,” the thinking woman’s athletic brand, sport activism, community, heart of running is bigger than the clothes, transcend product, athletes as heros, outspoken.
APPLYING THE RESEARCH TO DESIGN
In beginning to consider the aesthetics of the new designs, I chose to focus on the following opportunities which surfaced in my SWAT analysis.
ALL INCLUSIVE COMMUNITY | Oiselle is very community minded. Let’s bring some local runners, of all expertise levels, to write segments on their blog.
INCLUDE MORE DIVERSITY | Currently, the photography on the website could include a little more diversity in their models. Doing so supports their aim to be more inclusive. It’s important for customers to see themselves represented in their brands.
SHOWCASE THEIR AWESOME PRODUCTS | Oiselle has some exceptional products. They choose to focus on quality materials that are well made and not only functional, but cute.
The Oiselle Audience
PRIMARY, SECONDARY, & ASPIRATIONAL AUDIENCE
Oiselle has a good understanding of who their audience is, and would like to expand their community to reach beginners and functional runners with more 101 running content.
THE OISELLE AUDIENCE
PRIMARY | progressive, dedicated female runners 18–40s, middle-upper income, college-educated.
SECONDARY | adult, female athletes and running enthusiasts.
ASPIRATIONAL | functional and beginners that are more pragmatic about running.
Applying Insight to Design
WIREFRAME SKETCHES & SYSTEM ARCHITECTURE
I began by sketching out some elements of the navigation and layout that could be cleaned up, and re- organized. Then made some wireframes to begin the homepage re-design.
FIERCE-A-FYING THE OISELLE BRAND
To better express Oiselle’s vision of “feminine fierce” , I injected more color into the homepage with geometric elements that cut the formality and predictability of the previous layout. Heroic imagery focused on their customer base, now showcases a community focused visual treatment.
Using the swat analysis insights – I chose a visual treatment that focuses on the quality materials and products Oiselle produces to emphasize what sets Oiselle apart from its competitors. Bringing color and shape to the design, better reflects the vibrancy and strength of the Oiselle family. The geometric designs add a depth of grit, a direct request from our client.
By bringing the blog showcase to the homepage, with user generated content highlighted, we’ve brought the focus to the Oiselle runner and created a gateway for visitors to engage with their community. Highlighting user generated content and more accessible 101 content, Oiselle has an opportunity to grow their customer base and shed their reputation for exclusivity (a brand pain point).