Heap Estrin
Project Scope
UI/UX Design, Frontend Development
Role
UI/UX Designer, Frontend Developer
Heap Estrin is a Toronto-based real estate boutique renowned for its personalized, high-end service and deep-rooted knowledge of the city’s luxury property market. Led by Cailey Heaps and her team, the firm is affiliated with the prestigious Sotheby’s International Realty Canada, offering clients both local expertise and global reach. Their listings often feature architecturally significant homes, and the team’s marketing strategies are meticulously crafted to appeal to sophisticated buyers and sellers.
The Challenge
Area of focus
Usability, Aesthetics, Navigation
Sneakerhead culture represents a vibrant subculture where sneakers transcend mere footwear to become symbols of identity, status, and community.
How can we achieve a high standard of excellence and design a web platform that stands apart from major online shoe retailers, while empowering the exclusive community of sneaker collectors?
Consumer Insights & Personas
Audience Characteristics
Culture, Exclusivity, Community, Identity
Sneaker collectors reveal a deep connection between sneakers and personal identity, particularly among those who identify as "Sneakerheads”. A research conducted by North Carolina State University involving interviews with collectors highlighted several key themes such as: Historical Significance, Community and Exclusivity, Identity and Expression.
Approach and Goal
Strategy
Usable clean interface , Minimalism, Unique and exclusive products
The goal of the project was to develop a high-end interface design that delivers a seamless user experience for a discerning and selective audience. A clean and minimalist design was a key requirement in crafting the concept and user flows, ensuring a smooth product checkout process. The approach was defined around three major pillars of audience profile:
Sneaker Culture & Lifestyle
Limited Releases & Collaborations
Inclusivity & Diversity
