Introduction

BrainStation’s Industry Day is a 24-hour hackathon where students from different disciplines such as User Experience, Web Development, Digital Marketing, and Data Science are paired together to solve a problem shared by the industry partner Canada Goose.

PROBLEM STATEMENT

How might we create a shopping experience focused on building customer loyalty as we move "Beyond the Parka" and make changes towards sustainable sourcing and materials?

SOLUTION

We created a digital solution where in we incorporated recommendations of Canada Goose products used by different visionaries and real-life heroes. We wanted the customers to not only purchase a product but also have a connection to other Canada Goose ambassadors who are taking reformative steps every day to make our planet better. The solution highlights the different sustainability initiatives Canada Goose undertakes along with the different products it has created.

View Prototype

Our Approach

As this was a cross-disciplinary group, my teammates and I decided to focus our energies on a game plan, we wanted to use this opportunity to create a customer-obsessed experience but also to cultivate effective communication with each other.

From the get-go for this project, we realized that connection is the most important attribute in order to form lifelong relationships. We wanted the customers to feel involved while purchasing the product and that they would not only learn about the product but also the different stories associated with it and get to understand and learn about the initiatives of goose people.

Industry Project Timeline

DOUBLE DIAMOND METHOD

Discover

UNDERSTANDING THE PROBLEM

We conduct secondary research to obtain information about Canada Goose. We wanted to understand the goals and aspirations the brand has and seek brand reviews across different social media platforms like youtube, Instagram, articles, and blog posts to understand the user mentality regarding the different Canada goose products.

In addition to doing this, we conducted a heuristic evaluation of the site to understand what existing features are not working at the moment

RESEARCH FINDINGS

Customers who have an emotional relationship with a brand have a 306% higher lifetime value

Customer are 71% more likely to recommend a brand have an emotional connection to the brand

DATA INSIGHTS

Insights from the data science team confirmed our previous HMW problem statement while our research findings enabled us to formulate a new HMW.

FINDINGS FROM HEURISTICS

Despite the sustainability initiatives by the brand, there was no integration between the products and Goose People under Humanature initiatives
A disconnect between the customers and services the brand offered like virtual assistance and help assistance via text

REVISED HMW

The revised HMW focused on bridging the gap between the customers and the brand and making a connection.

How might we connect stories to the product in order to drive more brand loyalty and drive business goals like sustainability and “beyond the parka”?

Define

PROTO-PERSONA

Based on our research, we created our proto-persona.

Meet Natalie, a dentist based out of Toronto. Natalie is an eco-conscious millennial who wants to invest in quality products that are environmentally friendly. She has previously purchased a parka from Canada Goose and has been very pleased with the experience. With the onset of covid, however, she prefers shopping online and is interested in purchasing other products that are Canadian-sourced and are not in the realm of fast fashion or trendy.

MEET NATALIE

IDEATING

SOLUTION

The goal was to create a digital solution that increased customer interaction and focused on sustainability initiatives. We wanted our design solution to have deep roots in creating a story worth connecting to. We wanted to create a solution that was realistic in nature.

Introducing Goose people, a Canada Goose initiative that was formed over a decade ago, and is committed to raising awareness and supporting programs to protect the earth.

In our solution, customers like Natalie can view the different initiatives as well as the products that are recommended and used by the Goose people.

In addition to that, Natalie can see comments from other Canada Goose users who have previously purchased the product and see how they are using the products.

Develop:

SKETCHING IDEAS

We created a UI inspiration board based on the different ideas and started sketching out components we wanted to incorporate into our designs.

After creating a few sketches, we had the team vote on the sketch they believed to be the best representation of our goal.

SKETCH EXPLORATION

Deliver

WIREFRAMING & PROTOTYPING

After the spirited voting session, we started creating mid-level wireframes, along with finalizing the typography and colors from our mood board.

After several discussions with the Web Dev team, we choose a layout that worked beautifully with the front end the team had chosen.

View Prototype

DIGITAL EXPERIENCE OF THE PROTOTYPE

Natalie enters the Canada Goose site on her phone and sees all the Goose People's stories

Natalie clicks on Sarain Fox and sees a short snippet of Sarain's work along with the products Sarain uses

Natalie sees the boots and notices other users who have posted on social media profiles about Canada Goose

Natalie is able to see all the details of the product from that screen

View Prototype

Results

FEEDBACK FROM JUDGES

After the presentations were done and we found out that we had won the Industry Day challenge. The feedback we received from judges, stated our solution to be "practical, feasible, and realistic" and the judges wished that we had incorporated more luxury components in our design next time.