Hooptedoodle is a brand that is bold and youthful with a dash of vintage flair. This online shop specializes in high quality custom enamel pins. These pins are designed and produced in small batches by a curated group of designers. There is also an emphasis on getting involved with the community and creating your own pin designs for sale.
The vibrant palette chosen (aqua, fuchsia and charcoal) is a nod to the classic 80’s color combo. The logotype was typeset in a modified version of Freehand 575—a punchy casual script. The design style for this site is enhanced with bold imagery to promote a sense of energy and self-expression. Overall, the layout is very clean and simple, which leaves room for loud retro banners and callouts. In contrast, the products are displayed with restraint.
From the very start, it was clear that Hooptedoodle would have a mainly female audience between the ages of 15 and 30. However, the product needed to be enticing and usable for all fringe users.
Kathy | Retail
Kathy is a fashion nut. She wants every day to be a good outfit day. Enamel pins are something that she collects to accessorize. She specifically looks for the perfect pin in the perfect color to compliment her ensemble.
Cassie | Actress
Cassie has been designing her own pins and making them by hand for years. She is looking for a company that can help her create high quality small volume orders and provide a storefront for her designs.
Lynda | Teacher
Lynda’s daughters are always looking for fun new accessories. She found Hooptedoodle through a search and wants to browse through all of the pins easily. She will probably order several different designs and wants the checkout process to be clear and simple.
Mark | Designer
Mark is a designer and he’s looking for a gift for his wife. She loves her zodiac sign (capricorn) and he wants to find her jewelry that would have a personal touch. He wants to visit the website and very easily filter through all options. He also wants to easily use a coupon.
Research for Hooptedoodle began with a competitive SWOT analysis of other accessory driven e-commerce sites. To avoid oversaturation, special attention was paid to creating a strong tie with a vibrant and kitschy audience.
While settling on the exact approach Hooptedoodle should have towards showcasing products and attracting its audience, 3 larger e-commerce sites were analyzed (Sevenly, Big Cartel and Threadless). After taking detailed notes on the three, great opportunities were found in creating a very curated shop with a sense of community. Since enamel pins have to be created in large batches, there needs to be high quality control and active marketing to keep them appealing in a fresh manner.
While the filtering system would be very simple (since pins usually have one size and color) there would be routes to explore with collections and bundles. Social media outreach that encourages users to tag and post photos would also be very essential. These products are 3D and need to be seen on people for context. An emphasis on the user’s “relationships” could also reach into a functionality where artists collaborate or create small integrated shops like Etsy.