Veeloop was an ambitious startup aimed at breaking down barriers and allowing under 18s to independently purchase online, albeit with the eventual approval of their guardian for making the purchase.

Explaining a totally new concept to potential users was as much a challenge as providing a user interface for seamlessly interfacing with external e-Commerce platforms.  

My Role

I initially worked one to one with the founder to understand the vision and create something tangible in order to validate the product. As the project progressed I was joined by a visual designer and development team to create a fully functional working prototype


Personalisation of club kit is of particular importance to football fans and was highlighted as a key area of difficulty with the existing website. So much so that customers would look at alternative purchase routes with a stronger user experience.

Differing needs of fans based in the UK and abroad were also prevalent during research.

The Approach

The early stages of the project involved understanding the problem as set out by the founder and translating her high level idea into sketches and wireframes for initial validation. During the validation stage with potential customers I took the opportunity to gain a better empathy driven understanding of the audience, creating empathy maps and personas to help drive design and act as a benchmark for future design decisions.

The research and validation stage provided further insights with which to proceed with user experience design.

The application works by allowing users to shop at a retail store, create a basket as normal but rather than checking out, submit their basket for approval. Their parents would then be able to login, review and approve or reject the purchases accordingly.

Key objectives for the design were to provide a fun, efficient experience for the young buyers, particularly during sign up, when they are most likely to be active. The bulk of functionality within the application is aimed at the adult user. They receive “baskets” through the VeeLoop system and are asked to approve and checkout. The experience needed to be seamless and reflect the quality and security associated with retail checkout processes.

As with all retail solutions a usable mobile experience was of particular importance.