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.
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?
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.
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.
DOUBLE DIAMOND METHOD
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
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
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”?
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.
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.
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.
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.
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
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.
24 hour hackathons are short and intense. It's important to timebox each step of the methodology
Progress over Perfection. It is difficult to curate a pixel-perfect solution in a limited time frame.
Set a goal with your team and stay true to it
Industry Day Project - Canada GooseUser Experience