Project Overview

Vienna is a footwear brand focused on timeless design and thoughtful craftsmanship. With earthy green tones and natural cork insoles, each shoe is designed for comfort and durability.
Handcrafted and carefully hand-stitched, Vienna shoes are made to last and reflect an appreciation for quality and comfort.

Problem Statement:

How might we create a comfortable and durable sneaker with an earthy, but sophisticated feel?

Inspiration

Women of high society participated in formal debutante balls. Saks-Fifth-Avenue produced lines of long debutante gowns and accessories. Heels were an integral part of a debutantes outfit.

The fashion industry shifted toward more functional clothing during WWII due to wartime needs.
Debutante ensembles retained their signature high quality and elegance despite the era's challenges.
Shoes featured sturdy, well-crafted heels, though they remained uncomfortable to wear for long periods

Saks-Fifth-Avenue Debutante Shoe

1940 -1949

Vienna Opera Ball

1942

Target User

Vienna is the perfect fit for creative, adventurous women aged 20-25 who value individuality, sustainability, and comfort. Crafted with bold, contrasting green tones, eco-friendly cork insoles, and durable gum soles, these sneakers are stylish and practical. Built to last, Vienna embodies sustainability by combining timeless design with high-quality materials. Whether you’re exploring the streets of NY, strolling through an art gallery, or expressing your unique style, Vienna keeps you confident, comfortable, and chic on every adventure.

Product Benchmarking

I created ideation sketches to visualize key features and refine the app’s user experience before developing prototypes. Sketching helped explore different layouts for the homepage, adventure discovery, remote work locations, budgeting tools, and user profile, ensuring intuitive navigation and seamless interaction. This process allowed for quick iterations and feedback, shaping a design that effectively balances work and leisure for business travelers.

Insights:

The growing demand for sustainable and ethically made footwear highlights a shift, in focus with brands like Veja and Allbirds. However, most options focus on neutral tones and casual styles, leaving a gap for brands that balance bold design and color with eco-consciousness. Consumers are also showing a stronger interest in quality and longevity.

Product Placement:

Vienna fills the gap between sustainability, comfort, and bold color. Many brands are focusing on minimalism, Vienna stands out with its vibrant, earthy tones and attention to details. It offers an alternative for consumers who value sustainable practices but want footwear that feels unique and expressive. The durable materials emphasize comfort for all-day wear that can keep up with a busy lifestyle.

Mood Board

Concept Sketching

The brand identity is designed to be sleek, modern, and professional, reflecting the balance between business and leisure. The color palette features black and gray for sophistication, with a bold pop of yellow to add energy and excitement. This contrast creates a polished yet engaging aesthetic, appealing to business travelers looking for a seamless and stylish experience.

Concept 1

Concept 2

Concept 3

Concept 4

Final Direction

User feedback highlighted key areas for improvement in the app’s design and navigation. Users found the profile organization confusing, particularly when trying to locate past adventures or previously liked activities. The adventure menu needed better accessibility, as users struggled to navigate back to favorited experiences. While the budgeting feature was well-received, users requested a more intuitive interface and an improved receipt scanner for easier expense tracking. Additionally, some users felt that the icebreaker feature could feel awkward or unnecessary, suggesting a redesign to make it more engaging and useful.

Shoe Making Process

User feedback highlighted key areas for improvement in the app’s design and navigation. Users found the profile organization confusing, particularly when trying to locate past adventures or previously liked activities. The adventure menu needed better accessibility, as users struggled to navigate back to favorited experiences. While the budgeting feature was well-received, users requested a more intuitive interface and an improved receipt scanner for easier expense tracking. Additionally, some users felt that the icebreaker feature could feel awkward or unnecessary, suggesting a redesign to make it more engaging and useful.

User feedback highlighted key areas for improvement in the app’s design and navigation. Users found the profile organization confusing, particularly when trying to locate past adventures or previously liked activities.

Technical Sketches

Based on user feedback, refinements were made to improve profile navigation, ensuring users could easily access past adventures and favorited activities. The budgeting and receipt scanning interface was redesigned for better usability, and the icebreaker feature was adjusted to feel more natural and engaging.

Packaging

Based on user feedback, refinements were made to improve profile navigation, ensuring users could easily access past adventures and favorited activities. The budgeting and receipt scanning interface was redesigned for better usability, and the icebreaker feature was adjusted to feel more natural and engaging.

Final Concept

Vienna is a footwear brand focused on timeless design and thoughtful craftsmanship. With earthy green tones and natural cork insoles, each shoe is designed for comfort and durability. Handcrafted and carefully hand-stitched, Vienna shoes are made to last and reflect an appreciation for quality and simplicity.