CREATING THE #JOULESWELLYDESIGN COMPETITION APP

ENGINEERING AN INTERACTIVE
TOOL THAT PUTS CREATIVE
POWER IN THE USER’S PALMS
OPPORTUNITY
British lifestyle brand Joules have recently undergone
a creative refresh. They required a digital tool that
would reflect their transformation and engage new
and loyal audiences across two nations.
CREATING THE
#JOULESWELLYDESIGN
COMPETITION APP
Working with Joules on their new website, Orange Bus
took on the challenge of concepting and developing a
fun competition app that would appeal to users in the
UK and America. Joules set an engagement target of
35,000 entries over four months, and the tool’s code
had to be adaptable for future competitions.
CREATION
Joules’ fashion offering spans women,
Given a Joules welly to work with, our
men, home, children and baby. Creating
designer illustrated the welly outline,
something inclusive of age range, digital
then crafted design templates for
abilities and devices would be key to
users, a draw tool and a colour palette
the tool’s success. With this in mind, the
feature, also visualising a home page to
brand’s hero product - wellies (loved by
introduce the application.
adults and children alike) - became the
perfect item to build a tool around.
OB developers then built the
application with its challenging
Deciding on a user-centric application
colour masking features, working
titled ‘Design a Welly’, Orange Bus
collaboratively with a designer on how
ideated a competition mechanic
the visuals worked responsively from
whereby users can ‘get creative’ online
desktop to mobile and tablet; before
by adding prints, shapes or doodles to
testing extensively across browsers.
their own welly template - with a luxury
break and the sale of their design in
Joules’ stores as the incentive.
Orange Bus UX team crafted the site
journey and user experience from start
to finish, handing wireframes over to
the design team - noting that the tool
designed had to visually represent the
brand, but remain understated to allow
the users creation to take centre stage.
SUCCESS
The Joules Design a Welly competition
The team at Joules were delighted with
app (now live) was launched 4 October
the look and feel, and the flexibility
2015, and has achieved 43% of the
that Orange Bus provided to allow
35,000 target in one month (October)
them to design certain elements of the
alone with 15.3k entries.
tool’s visual design themselves.
Participation on social channels has
been fantastic, with a high amount
of Facebook engagement and
getcreative.joules.com
#jouleswellydesign
constant hashtag interaction with
#jouleswellydesign. Searching ‘Joules
design a welly’ on Google shows 4
pages of links to enthusiastic bloggers
interacting with the tool and posting
their designs. The competition has
also seen coverage in magazines for
Waitrose, Jamie Oliver and The Mail on
Sunday’s You publication.
Follow Orange Bus
orangebus.co.uk