View WORK SAMPLE

PROJECT OVERVIEW

Playful, yet practical - fun, sporty and light, Bzees are always right no matter where you might roam. Every time you slip into your Bzees, you go to a mindblowing place … we call it Shoetopia. It’s a state of bliss and wild abandonment. A place where your feet can take you anywhere, Because in Bzees, light feels right. So, lighten up, relax and feel free. With Bzees on your feet, anything goes. Fun to wear, easy to wash and outta this world comfortable.
COMPANY: BZEES
SERVICES: FOOTWEAR DESIGN
WORK EXPERIENCE: JAN 2016-JAN 2017

Glad you're here but this project is a throwback.

This is an older case study, and my skills have leveled up since then. Head over to My Work for my recent stuff.

MY ROLE

As the designer of Bzees, I collaborated with the Product Development team to ensure that the Bzees product line supported the brand essence from initial concept to finished product. Also I maintained communication with overseas Product Development team on product direction through pattern corrections, outsole designs, and new material processes.

01 // THE BRIEF

The Lavish was a successful modified skimmer pattern in the Bzees spring 2016 product line.

I was tasked to design a new upper that maintain the simplicity and the approachability as the Lavish. The "new" Lavish needed update to the styling lines and decorative vamp details. Also it was important that the design broaden the appeal of the slip-on skimmer to be capable of wearing to work as well as everyday casual.
Gray and black casual shoe with labeled design features: new topline and heel overlay, slightly covered instep, framed throat opening, playful buckle and webbing detail, and smaller TPU toe cap.
The key features that the new design needed:
01
New topline, vamp, shape, and heel overlay
Play with topline, vamp shape, & heel overlays.
02 
Slightly covered instep
Ensure that the new design doesn't show too much of the instep.
03
"Framed" throat opening
Maintain a “framed” throat opening as a place to highlight decorative hardware element.
04 
More playful and feminine detail
Evolve the forefoot “buckle” & webbing detail.
Filled with magical unicorn down,
Bzees Cloud Technology is designed to feel, well, like a cloud… weightless, energized and free.
—BZEES

02 // IDEATION

INSPIRATION

I pulled inspirations from intricate straps on lingerie and decorative elements on bracelets to help me get started on sketching.
Collage showcasing intricate strappy bralette designs on models and decorative braided bracelets in white and blue.

SKETCHES

For my initial sketches, I explored various strapping conventions and overlays:
Hand-drawn sketches and notes of a ballet flat shoe design with annotations on materials, layers, and elastic details.

OUR USER

Majority of Bzees consumers were women over 35 years in age. With the new skimmer, I imagined the styling lines and feminine details to reach a younger Bzees audience.
Three customer personas for Bzees shoes: Sara B., a 28-year-old nurse from Columbus, single and seeking comfortable shoes; Cathy H., a 40-year-old manager mom from Columbus, married, who wants versatile and stylish shoes; and Vicky C., a 54-year-old married artist from Portland who needs shoes with arch support and fashion trends.

03 // COLOR CADS

Diagram of a shoe highlighting PU back counter, Mary Jane forefoot strap, hardware and webbing detail, and molded TPU toe cap, with five color variations shown below.

04 // FINAL PRODUCT

Feel like a star with the Twinkle!

Blast off in comfort, wearing the uber-padded Twinkle — a Mary Jane-inspired athleisure that's out of this world. With super-puff padding at the heel counter and ample arch support, these lightweight wonders will take you on a stellar ride

VIEW HSN VIDEO FEATURE
Four pairs of casual slip-on shoes in dark gray, white/navy, blue, and pink colors with white soles arranged on a white background.
Light blue line drawing of a feather with motion lines indicating lightness or floating.
AIR INFUSED OUTSOLE
Bzees shoes are made with molded, low density, EVA soles that have micro-cellular air bubbles trapped within that enables them to be lightweight, extremely soft and bouncy resulting in excellent flexibility and cushioning.
Simple blue line drawing of a pillow with stitched detail on one side.
FREE-FOAM FOOTBEDS
Free Foam is a specially blended micro-cellular polymer foam that creates a low pressure walking experience that feels like you're walking on clouds.
Blue abstract arrows pointing outward in a scattered pattern on a white background.
DYNAMIC STRETCH
Every Bzees shoe is designed with a dynamic fitting stretch upper material over/across the top of your foot for amazing comfort and fit experience. The shoe enables your foot to move freely and naturally but have the necessary support in key areas where you need it the most.
Blue water droplet outline with circular recycling arrows inside.
MACHINE WASHABLE
Every Bzees shoe has been designed using wash-friendly materials that allow them to be machine washed in cold water and air dried without losing their shape and colors or comfort and fit. Each new product is rigorously tested.

05 // CUSTOMER FEEDBACK

Sample of customer reviews for the Twinkle on the Bzees website
The most comfortable shoe I have ever worn!
Solid light blue five-pointed star icon.Light blue five-pointed star icon.Blue five-pointed star icon.Solid light blue five-pointed star icon.Light blue five-pointed star icon.
“I brought these shoes and my feet thank me every time I wear them”
— Tereeesa (Age 55-64)
Women's Twinkle Slip On
Solid light blue five-point star icon.Light blue five-pointed star icon.Blue five-pointed star icon.Light blue five-pointed star icon.Light blue star icon with five points.
“I love all the Bzees shoes that I have purchased! This one has the same comfort with a bit of pizazz."
— Bridget (Age 65-74)
Very comfortable footbed
Blue five-point star icon.Blue five-pointed star icon.Blue five-pointed star icon.Light blue five-pointed star icon.Gray star icon with five points on a white background.
“I love the overall look and feel of the shoe. I only wish I had bought a design that did not have the open design on top with the strap as it can begin to cut into my foot by the end of the day."
— Bainc (Age 45-54)