PUMA LQDCELL | Step into LIQUID
Overview
Boost. Air. Gel. In the world of sneaker technology there are many players, but only a few stand apart. PUMA’s CELL technology was actually a throwback to cushioning that first debuted in the 90’s, but for its rebirth in the LQDCELL Origin, we needed to capture the imagination of sneakerheads with an experience that pushed the limits of creative technology.
Part game, part photo-sharing app and powered by ai and custom AR filters, the experience stretched beyond marketing to give fans a reason to keep snapping.
Role: Experience Design Director
Recognition
Hatch Awards, Silver
What I Did
Creative and Design Direction
Concept & Ideation
UX Strategy
Why It Mattered
Our studio’s unofficial motto was “we’ll figure it out”, which was both liberating and panic-inducing. This project skewed toward panic. As a team lead, I oversaw all phases of design and development alongside our co-founders and contributed directly to concept, strategy and UX design. We were learning new technology on the fly and also trying to execute on an in-store concept. In hindsight we took on too much, but as a new-ish team member to the team I struck a balance between guiding us and encouraging risk taking.
The app generated instant excitement for PUMA as well as critical chatter in sneakerhead communities. Reviewers showcased the app in unboxing videos while users showed off their personal style with an enhanced AR twist.
Approach
PUMA’s desire to convey the power of LQDCELL through an innovative, futuristic experience sparked conversations about VR to drones and everything in between. Instead, we started with a deep dive into sneakerhead culture to better understand what makes this notoriously fickle consumer group tick. After inviting local aspiring shoe dogs into our studio for a few friendly chats, we were able to formulate a picture of how our target expressed themselves, and how this self-expression influenced purchasing decisions. Armed with these insights, we zeroed in on augmented reality. The result was an AI powered app that could distinguish the LQDCELL Origin from other sneakers and bring them to life with a series of unique filters and an interactive model for exploration.
To raise the stakes we created an augmented reality game that challenged players’ speed and agility, reinforcing LQDCELL’s roots in performance while providing endless entertainment. From simple, intuitive UX/UI design to impactful visuals and realistic 3D models built from scratch, the app delivered a fun and unexpected experience.
