Title: SK8 App
Brand and Background:
The brand I am creating is a skateboarding store front that focuses on bringing an online marketplace of skate apparel and custom board design to an audience of “85 million skateboarders worldwide [in 2017]” (surfertoday.com). SK8 is a brand focusing on all ages of skateboarding from beginners to professionals. The app will be used to sell apparel and custom board designs with fully customizable parts from the deck, wheels, to the axles. We want to sell high quality products that can be more than just a fashion statement and can be used as everyday apparel that gets wear and tear from going out and skating.
Objectives:
- Appear to a wide audience worldwide to get more people into the world of skateboarding
- Sell high quality apparel and boards that will last
- Give each user a feel of individualism and to show their own style and mark on the world
- Build a trusted brand that has recognizing in the skateboard community and world as a whole
Challenges:
- Appealing to a younger audience to get them to go out and try a new activity
- Gain a threshold inside an already 70 year long sport with multiple well established brands vying for the same audience and attention
Target Audience:
Target audiences include mainly 14-15 year olds but can be focused on a younger audience and get them into the sport earlier. Skateboarding also includes ages old then teens and full grown adults still skate to this day.
UI Considerations:
- Easy navigation with a hot bar so you can easily switch to each section of the app for apparel, board design to account setting.
- Simple layout with easy navigation between screens that can be easily memorized to navigate.
Competitive Landscape:
There are multiple brands with a good threshold into mainstream skating boarding. This includes companies like Vans and Zumiez that sell merch, boards, apparel that a lot of our demographic wear without even skating to begin with. It may be hard to get our company that also wants to introduce new people to skating and promote that activity and its benefits while also leaving a lasting impression.
What we can learn from these companies is how they get their message out into the world looking at there websites and apps they are simply designed with an UI that follows simple path into each category that you are searching for while also showing the most popularly shopped items like shoes, decks, and apparel being easily accessible and that go into subcategories of each type so you don’t get lost and you are able to quickly go to the main page when needed.
Comparative analysis:
| Brand | URL | Good | Bad |
| Vans | https://www.vans.com/en-us | Hierarchy is good how it lists items on the main page. Easy to select items, browse sizes and colors and to check out. | Shows only apparel on the main page which might mainly be their goal to mostly sell, no images or link to boards which it’s known to sell. |
| Zumiez | https://www.zumiez.com/skate/ | Their app is very good at blocking each selection while always having the menu with you while scrolling and being able to search quickly. | Hamburger pullout menu lists a lot of subcategories. It may be too much to ingest and find what you are looking for. |
| Santa Cruz | https://santacruzskateboards.com/ | First three clickable boxes are big for decks and men’s and women’s apparel | When searching apparel each section has to show more for each article of clothing could become tedious to show back up from the user if they want to browse items back at the top. |