Overview
Second Life, a user-built metaverse, thrives on collaborative creativity, with residents customizing avatars extensively using modifications crafted by their peers. This freedom, while fostering uniqueness, poses challenges for content creation across various avatar "sizes."
Over time, unspoken standards have emerged to facilitate collaboration between body and clothing creators, where other formal initiatives have failed.
A colleague undertook the development of a male body avatar with an alternative feature that was an impressive venture for that underserved demographic. The initial design, however, lacked conformity with one such standard, posing a potential obstacle to adoption by shoe content creators.
In a platform where users predominantly customize themselves to the nth degree, the competition among body developers is fierce, prompting a suggested adjustment before submission for mass adoption.
My best selling shoe product in Second Life: cinphul // ravage [stilettos] with over 1750 units sold.
Participants
Myself (Advocate): Noted the design limitation and as a content creator suggested improvements.
Definitions
Body / Bodies: Denotes the humanoid form worn by Second Life residents. These bodies, crafted by different content creators, establish the sizes for wearables in the virtual world. Each size corresponds to a specific branded body, facilitating customization and apparel compatibility.
e.g.: A skirt tailored to fit Lara (body) by Maitreya (content creator brand).
Foot Height: Refers to the foot arch of a body in Second Life, which as a trend is not bent/ poseable with armature bones. While most female/feminine bodies offer a range of 3-6+ foot arch options for users to achieve their desired visual effect, it's crucial to note that footwear content creators typically specify compatibility with a particular foot height when listing their shoes.
e.g.: These shoes are worn with Maitreya (brand) Lara (body) High Feet (foot arch level). they will not fit Legacy even though it also has a high foot arch.
Challenges
The challenge centered around the arch height of the high-heeled feet option included in the primary body package for his newest body release, Slim. This limitation had the potential to impede adoption by content creators, especially in a market where there was a growing demand for masculine avatars interested in wearing feminine attire.
To succeed, a newcomer must offer a significant improvement to stand out among established body brands with dedicated followings. Until then, only two 3rd party/ aftermarket high heel creator kits (MAZE.mods Boys' Tiptoes and Frisky Jake High Heel Feet) caught traction, enabling modifications for only one of the most popular (yet outdated) masculine bodies available in Second Life (Jake by Belleza).
In my role as a footwear content creator serving a diverse audience, I consistently observed customers expressing their frustration at being unable to wear my shoes on their masculine avatars. To this day, I still receive numerous requests to update my content for more diverse gender options (covered in another study).
This demand prompted me to actively seek out new bodies that catered to this specific need. When I discovered my colleague's project, initial enthusiasm was tempered by a crucial observation — the arch of the high-heeled feet on Slim was not sufficiently high for easy adaptation of my shoes.
Screenshot I provided to colleague demonstrating the difference between his version of high feet and the awkward positioning of stretching the shoe mesh which was previously adapted to multiple female foot sizes discouraging adoption.
Action
I submitted a request for a foot with a higher arch.
I captured visual references through screenshots of varied body feet, showcasing the consistent arch shape that simplifies adjustments which demonstrated practicality in streamlining the adaptation process, prioritizing footwear compatibility across various body sizes, affirming its viability in enhancing the overall adaptability of the mesh body.
Emphasizing the potential for masculine avatars donning high heels, the proposed solution aimed to distinguish the project and increase its appeal to both creators and consumers. Creating a higher arch would align ‘slim’ with the prevalent standard seen on Second Life.
Screenshot provided to colleague showing several female body "high feet" stacked demonstrating a similar arch despite being competitors and different proprietary products. Sizes included Legacy by Meshbody, Reborn by Ebody, Lara by Maitreya, etc.
Implementation
My colleague implemented the recommended changes, creating a higher arched option, providing cross-compatibility with gendered products, specifically high heel shoes. The design alteration aimed to ensure the mesh body could seamlessly integrate with their existing wearables and align with the preferences of virtual shoe content creators wanting to accommodate diverse customer preferences.
Screenshot provided by colleague after adjusting the CZ Slim feet option with a 'high' arch. The straps of the shoes are not as critical for the design as is the foot arch height itself which would have a drastic impact on the shoe design itself.
Results
The revised design gained significant attention, particularly from influential bloggers and content creators within the Second Life community. Notably, the inclusion of a higher foot arch for the male mesh body set a precedent for gender-inclusive design, challenging the norm where such options were more prevalent in female bodies.
This recognition led to increased visibility, prompting established and emerging mesh body brands to adopt the concept of higher-arched feet for their masculine avatars.
In the subsequent months, other mesh body brands, both established and emerging, started incorporating higher arched feet for their masculine avatars as a standard feature, validating the concept's demand within the platform.
A leading body brand in the market expanded its male offerings by integrating five additional high-heeled modifications. Simultaneously, a new entrant to the market launched a body featuring high-heeled feet right from its inception. This rapid response from competitors not only confirmed the effectiveness of the design strategy but also validated the instinct in identifying and addressing the evolving needs of the consumer base.
While specific sales data for my colleague's project may not be available, the broader market shift indicated a positive response to the introduced out-of-the-box diversity.
Lessons
Market Differentiation: The case emphasizes the need for uniqueness or improvement to stand out in the competitive virtual market.
Responsive Design: Adjusting designs based on user feedback and market trends enhances adoption and recognition.
Diversity and Inclusion: Recognizing diverse user preferences, like masculine avatars wearing high heels, broadens the appeal of virtual products.
Community Impact: A single design modification can initiate a significant shift in the virtual world, influencing other creators and shaping industry trends.
Summary
This case study demonstrates how a strategic design adjustment, driven by a commitment to gender-inclusive design principles, not only distinguished a product but also made an impact in the broader landscape of virtual fashion within platforms, in this case, Second Life.
