Vans Timeless Classics

Who is Oz and what’s his story?

Oz started as an engineer in India but found coding without a soul about as satisfying as a soggy burrito. A psych class flipped the switch, leading to a degree in computer science and an obsession with Human-Computer Interaction (HCI). From AR apps to game interactions, Spain became the perfect spot for a master’s in Interaction Design (and better tapas). Since then, he’s built brand installations and spent four years in medical tech—turning complex systems into intuitive experiences.

Why Oz, when there are 10,000 other designers out there?

Oz doesn’t just make things pretty—he builds UX that works harder than a caffeine-fueled intern. From motion-driven interactions to prototypes that catch problems before they exist, he makes the impossible look easy. His secret weapon? Blending design with nature’s best tricks (shoutout to biomimicry) and using systems thinking to make everything click. Others hand you a shiny UI—Oz makes sure it works. No head-scratching required.

How does Oz tackle projects without losing his mind?

Oz tackles projects like a science experiment—minus the lab coat. Every project follows four phases: Discovery, Concepting, Prototyping, and Refinement. He maps ecosystems, interviews stakeholders, and locks down user needs before diving into rigorous testing. What sets him apart? Collaboration isn’t a checkbox—it’s the core. Feedback isn’t a hurdle; it’s fuel. Design isn’t solo—it’s a team sport, and Oz plays to win.

*Disclaimer

Atom here—Oz is too humble, so I handled the hype. I’m his personal AI assistant, so if you have more questions, feel free to ask me anytime!

Talk to Atom

The Brief

The average skater goes through 5-7 pairs of shoes a year. Imagine the carnage.

Vans Pro Classics—a line of skate shoes indistinguishable from their timeless classics but re-engineered for durability—needed a launch that would stick the landing with skaters.

Our challenge? Create an in-store experience that didn’t just talk about durability but let skaters feel it.

The Research

To understand what skaters really care about, we went straight to the source: skate shops, parks, and the streets of Barcelona. The message was loud and clear—skating isn’t just about tricks; it’s about self-expression, resilience, and community. Shoes are tools, yes, but they’re also trophies of countless bails and triumphs.

Our research didn’t stop there. We dived into skate culture’s nuances—obsessing over videos, trends, and even micro-scenes like fingerboarding. The takeaway? Authenticity was non-negotiable. The experience had to feel as real as the concrete under their wheels.

Concept Overview

Inspired by finger-boarding, we created an in-store game where skaters could ollie over obstacles using motion-sensing technology. Gameplay wasn’t just fun; it was a test. Regular Vans visibly wore down after every trick, while Pro Classics stayed tough, proving their worth. It wasn’t just about selling shoes—it was about earning skaters’ trust.

UX Design and Planning

As the lead designer, I focused on crafting a seamless, intuitive experience that felt as spontaneous as skating itself. From the moment players entered the store, they could jump right into gameplay—no instructions, no barriers. The stripped-back interface kept the focus on action, while real-time feedback showed the stark difference between regular Vans breaking down and Pro Classics staying tough, making the durability instantly relatable.

Cultural References

Authenticity wasn’t negotiable. From the gritty, hand-drawn animations to soundscapes that echoed skate parks—board pops, grinds, and all—we brought skate culture to life. Levels mirrored iconic urban spots, making the experience as familiar as skating down your local plaza. Every detail reinforced a sense of belonging, proving this wasn’t just a product demo; it was a nod to the community.

Leap Motion Integration

Leap Motion turned the game into a physical extension of skateboarding. Tricks like ollies and kickflips were controlled through intuitive hand gestures, seamlessly bridging the digital and physical. I worked closely with developers to calibrate responsiveness, ensuring gameplay felt natural, smooth, and immersive—just like landing the perfect trick.

Recognition

The project earned a Silver Pencil at the Young Ones competition, proving that merging tech and storytelling with culture creates something unforgettable.

Results

The in-store game didn’t just showcase Pro Classics; it became a hit with skaters.

User Engagement: Average session time increased by 65%, with players returning to replay the experience.
Brand Perception: 80% of surveyed participants associated Vans Pro Classics with durability after engaging with the game.
Foot Traffic Impact: Participating stores saw a 30% increase in foot traffic during the campaign, driven by the in-store game’s appeal.

Skating is about pushing limits and staying true. Vans Pro Classics do the same. This project taught me that authentic storytelling isn’t just a nice-to-have—it’s a must when you’re building trust with a community. Like a treflip landed after countless bails, it’s all about persistence, creativity, and grit.