HOVER

Brand/Product Design/Project management

Building the entire footwear product line for a brand new outdoor brand, where HOVER has become the iconic product of the brand.

Background

Xi Liu conceptualized and created a signature product for Uppervoid that became central to the brand identity . This is a startup brand that offers outdoor wear products. I created a series of shoes suitable for camping and relaxation after sports, and the products quickly became popular in the outdoor community in China upon launch. This is a team project, I'm in charge of everything from planning to product development and production, as well as market promotion strategies.

brand link

Observation

Products with shape memory are important for establishing a brand's image; when a brand is mentioned, people often think of its classic products.
Most shoes today pursue a strong sense of wrapping, especially with narrow toe last, which can actually increase discomfort and pressure on the feet after a long day wearing.

Objectives

Create a product with a unique design based on an iconic sole, extending different upper styles to provide options for various seasonal outfits. Combine the latest materials to develop a more environmentally friendly product.

Process

Research

In the outdoor footwear market, there are various specialized athletic shoes, but there is a lack of shoes specifically designed for camping scenarios. Since the outbreak of the COVID-19 pandemic in 2020, camping has seen explosive growth, driven by people's longing for nature after long periods of staying at home.

Solutions

I identified a comfortable shoe suitable for camping and planned the spring/summer and autumn/winter product lines, with each line having a three-month development period. I selected a design inspired by the hovercraft from multiple design directions provided by the designer, and based on this, we designed a knitted upper suitable for spring/summer and a cotton upper suitable for autumn/winter. A key design feature is the incorporation of coffee grounds and sugarcane bagasse as bio-materials in the sole, enhancing the product's environmental friendliness. The shoe last features a wide toe box design for added comfort. The process included style drawings, development of the sole mold, sample making, and final production. Finally, I also planned a photoshoot and promotion themed around water floating with the marketing department，showcased the lightweight texture of the shoes..

Challenges

Utilize as many resources as possible to complete the product with high quality within limited time and resources.
This requires insights into the market and accurate predictions of trends.
Team management and coordination between departments.
We achieved zero waste for the molds, meaning that all adjustments were completed during the blueprint phase before formal production, successfully predicting the feasibility of their production.

Results

Completed 5 collections with a total of 18 SKUs. The products I led have sold around 30,000 pairs. They have successfully become the brand's iconic products, generating enthusiastic discussions on the Chinese social platform Xiaohongshu. Additionally, we opened offline stores and exhibitions focused on shoes.

Through consumer feedback, we explored more usage scenarios for the product, such as post-competition relaxation, commuting, and use in the office.

Reflection

Being responsible for a department in a startup is a highly challenging job. Due to limited funding and personnel, I need to fully mobilize all resources and the capabilities of team members. This is not just about product design, it also involves designing workflows, which requires me to have the ability to learn and reflect quickly. Developing foresight, adaptability, problem-solving skills, and the ability to support the team are qualities that a competent leader must continuously improve.
Embrace uncertainty.
Regardless of functionality, the appearance is the first step in inspiring people to use the product.

My role

Project planning, creative design, production& supply chain management.