Understand who the users are. Let their needs drive our design.

We began with a thorough process to understand Cestlavic’s target audience, their motivations and how they currently navigate similar tasks.

Through our user and market research, we identified three key user needs for Cestlavic to address on the new tutorial platform:

The first was the users’ fill-in-the-gap approach to searching for tutorials. Users refer to full tutorials for a basic understanding of the steps, techniques and tools involved. Once this understanding is established, they then search for those specific techniques that they have less experience with or that are relevant to their project.

The second was users’ uncertainty about what to look up. Their current process of looking for techniques is time consuming and frustrating. This is largely due to users’ unfamiliarity with the technical terms involved — they don’t know what to look up for.

Lastly, users are uncertain about the right tool to use. It’s important for users to know that they have the right tools and materials, especially when certain components in their project differ from what’s shown in the tutorial. For instance, if the user decides to use leather instead of suede as shown in the tutorial, what size needle does the user need instead?

Translate user needs into design

Sponge asked questions that never even crossed my mind and turned the answers into functionality through their design.

– Vicky, Founder at Cestlavic

1. Cater to users’ approach to learning and research

Breaking down full project tutorials into individual bite-sized technique tutorials gives them the flexibility to take what they need. Furthermore, allowing users to filter based on multiple criteria, including material/fabric and procedure, helps them find exactly what they are looking for with less effort.

2. Prioritize information that users value the most

Users refer to full project tutorials to get a general sense of what techniques, steps and tools are required before conducting more detailed research. They’d like to gauge the project’s feasibility before committing. Laying out this information up front in a concise manner helps them gain a good understanding right away.

3. A search system that doesn’t require the user to be an expert

Users often find the search process frustrating and time consuming because they are unfamiliar with the technical terms for the tools and techniques required. To solve for this problem, we turned these technical terms into tags, and embedded them into both the filter and search systems across the site. This approach relieves users of the responsibility to come up with the search terms themselves, educates users on what these terms mean, and reduces user memory load through consistency.

A disruptive visual identity that units

Because of the historical roots of the sneaker culture, people have been conditioned to expect the usual references to masculinity, streetwear, basketball and hip hop. This deeply entrenched status quo stood no chance against Vicky’s vision and boldness. Her feminine style, intricate designs and references to the broader culture, together, is a direct challenge to an old system.

To bring her vision to life, we used skin-toned vectors to underscore her femininity, defying gender lines in the sneaker industry and equipping her with the tool to influence the direction of sneaker culture her way. To pay tribute to the origin and history of sneaker culture, however, we paired it with dark charcoal line illustrations to evoke imagery of graffiti writing and street art. This helps smooth out the transition towards change.

This combination of disruptive femininity and nostalgic urban elements helps Cestlavic cater to both the emerging and the incumbent audiences.

Sponge drove home representations of female empowerment and inclusivity in their website design that will differentiate my work in a currently male-dominated industry.

– Vicky, Founder at Cestlavic

Validate design with users

To make sure our design meets users’ needs and mental models as intended, we tested the prototype with people that have had extensive experience with DIY tutorials. We made necessary iterations before finalizing the design and going into development.

“Sponge redefined UX design for me through user-centered and research-based methods, and as a result completely transformed my branding, my product, and the way I run my entire business.”

– Vicky, Founder at Cestlavic