Our approach: The MAD Shoes research phase
But first, some context.
When we started, all we had was a mad idea and a minimal budget. We wanted to create a limited line of shoes (two models) for women, featuring a wider sole and a unique accessory. That’s it. Nothing too fancy or too crazy.
I really love fuchsia, and while some see it as a trendy color that comes and goes, I see it as a universal shade that will never go out of style. So far, so good. By the summer of 2023, we knew exactly what we wanted:
- High-heel, side-cut stiletto, Louboutin/Aquazzurra-inspired (but more affordable), with a pointy toe.
- Color: fuchsia pink.
- A unique accessory on the front.
From this point on, we dedicated a few weeks to sorting through photos of various shoe brands online and selecting several hundred favorites. The thing about favorites is that, without realizing, we were biased. My colleague and I work best together because we’re very different; and we have different tastes in shoes. But we made it work.
The business plan & the concept
In May 2023, we had an initial business plan, a market analysis, a competitor analysis, a marketing plan, and a concept. We went with “MAD Shoes, handmade shoes adorned with unique accessories created by artisans”. Because that was my vision. To be able to produce a shoe that is of the highest quality; a shoe that’s not crazy expensive, made of satin but with a twist (the handmade accessories).
We needed to have a strong foundation - the stiletto, preferably produced by someone else, and then we could build on it (think about the accessories). I was still living in Berlin when we started searching for a shoe manufacturer. I didn’t want just any manufacturer. I wanted someone who could understand me and my goals for MAD Shoes. Since our budget was limited, we looked for a supplier in Romania. Yes, there are many shoe factories in Romania; but very few produce at top-level quality in small quantities.
Most importantly, I needed someone who could understand that we didn’t have the resources to purchase a lot of stock. After weeks and weeks of research, we found a very talented designer with a small shoe-manufacturing factory in Bucharest. And that was it.
The accessories
In June, I was holding the first prototype in my hands. So the next step was to start researching the accessories. Again, we spent a few weeks scouting for artisans who can manipulate delicate materials, such as glass and porcelain. I was surprised to find out that Romania has so many incredible artists; artists who are masters of their craft and bring a deep sense of tradition and creativity to their work. That was exactly what I was looking for.
The first artist who truly caught my attention was Diana Cojocaru. Her work is absolutely stunning, so I reached out in the hopes that she would be open to helping me bring her handmade porcelain earrings to my MAD Shoes. She said ‘yes,’ and that's how the Very MAD was born—the first completed prototype.
I would add that when it comes to accessories, the sky is the limit. I’m a huge fan of chunky, bold pieces that have the power to send a message and make an impression. That’s what I wanted for the MAD brand. I didn’t want plastic flowers or accessories that you can already find on so many mass-market shoes. I wanted something different, and above all, I wanted quality and a custom design that you can’t find anywhere else.
The website & the visual identity
Around the same time, we were working on the visual identity for MAD. Again, we conducted thorough research on websites we liked. I didn’t want a basic e-commerce site, but one that tells a story, not just advertises a product.
We collaborated with an internationally acclaimed graphic designer who presented us with three options for our brand. Although we have a winner, it’s constantly evolving, adapting to new trends, customer feedback, and our own growth as a brand. We revisit and refine it periodically, ensuring it always reflects the essence of MAD while staying fresh and relevant.
Exploration of materials
During our research, we also explored various fabrics and materials that would best suit our vision for MAD Shoes. We knew that the choice of materials would be crucial not just for aesthetics, but also for comfort and durability. Satin was our primary choice for its luxurious feel and appearance, but we also looked into other options like velvet, leather, and suede. This phase involved testing swatches, comparing textures, and ensuring the materials would hold up under real-world conditions.
Our research has been a continuous journey of discovery and learning. Even now, one year later, we are still deep in the process, constantly uncovering new insights and techniques. Far from reaching a point of completion, we've realized that fabric choice is an area where we must remain vigilant and adaptable.
Satin has proven to be both a blessing and a challenge. Its luxurious texture and sheen were exactly what we envisioned for MAD Shoes, but working with satin has required us to step up our game in ways we hadn't anticipated. Satin is incredibly delicate - it doesn’t just require careful handling, but also an understanding of how it behaves under different conditions. We quickly learned that even the smallest mistake could lead to imperfections, and that meant countless rounds of testing, failing, and refining our techniques.
We faced challenges such as fraying edges, color inconsistencies, and difficulties in ensuring that the fabric maintained its integrity during the shoe manufacturing process. Every failure taught us something new, whether it was about the type of stitching that best complements satin or the need for precise temperature control when pressing and finishing the fabric.
Our commitment to quality meant we couldn’t compromise, so we kept pushing forward, exploring alternative treatments to make the satin more resilient without losing its signature elegance. This ongoing research has become a fundamental part of our process, driving us to innovate and improve continually.
In the end, our experience with satin has taught us that creating a high-quality product isn’t just about having a great idea - it’s about the willingness to learn, adapt, and persevere, even when the path forward is far from straightforward. And so, our journey with fabric continues, each day bringing new lessons and opportunities to perfect our craft. 4 prototypes later, we still are learning.
Challenges and learning curve
The research phase for MAD wasn't without its challenges. We stumbled upon many obstacles, from small imperfections to production delays and many others. We had to pivot multiple times, learning as we went. This process taught us the importance of patience and persistence, as well as the value of finding the right partners who align with our vision.
Another important aspect of our research was networking. We reached out to other small business owners and industry experts for advice. Their insights were invaluable, helping us to avoid common pitfalls and guiding us towards reliable suppliers and artisans. This collaborative approach also opened doors to partnerships that have since become essential to our brand’s development.
The research phase also involved a lot of iteration. Each prototype we developed went through several rounds of feedback and refinement. We didn’t just stop at one version; we tested and re-tested to ensure that the design, comfort, and quality were up to our standards. This iterative process was time-consuming but essential to creating a product we are truly proud of.
Even in the research phase, we started gathering feedback from potential customers. After our initial launch in October, we didn’t have much time to celebrate. The difficult part was just getting started - testing the MAD Shoes on clients to collect customer feedback. This feedback loop was critical in shaping the final product, ensuring that it wasn’t just what we wanted, but what our future customers would love.
In the 2nd article of this series we will dig deeper into our research process, particularly focusing on how we developed our customer personas. We’ll explore how we identified the needs, preferences, and pain points of our target audience, and how this understanding influenced everything from design decisions to marketing strategies. This part of our journey was vital in creating a product that resonates with our audience on a deeper level, and I’m excited to share these insights with you.
If there’s something we learned from our experience of 14 years in tech, it’s that the saying “release early, release often!” stands true for shoe design as well. You’re never fully happy with the end product, the development is ongoing.