Canada Goose is looking for ways to retain customers amid the new strategy to sell not only parka, but also other clothing options.
In the third quarter of 2022, Canada Goose developed an expansion strategy to sell not only parka, but also other clothing options such as footwear. Yet, how can we introduce such change to the customers and, meanwhile, be able to retain customers?
I’m the UX Designer working in a team of 7, including 2 UX Designers including myself and Ash Liu; 3 Data Scientists Eunjin Lee, David Kayode and Landon Arnold; 1 Web Developer Carlos Ocampo; and 1 Digital Marketing Strategist Olivia Beatty.
Comparing sales in the 3rd quarter of 2021 and 2022, I found the following:
create a shopping experience focused on building customer loyalty as we move “Beyond the Parka” and make changes towards sustainable sourcing and materials?
In general, the user goals can be categorized into 3 areas:
Based on the research results, our team has concluded and decided on 4 design principles to guide the development of our new design.
In order to identify the opportunities in retaining customers, we studied the existing user’s journey (i.e. shopping online at Canada Goose Website).
Gathering the findings and insights in the research stage, I began to map out the storyboard of how Canada Goose’s old customers would approach their new products.
The major revamp is on the landing page & the exclusive event page. Here’s the before & after of the 2 pages:
As the hackathon was only 24 hours long, we did not have enough time to carry out testing in order to accurately evaluate the effectiveness on improving the conversion rate and the discoverability for Beyond Parka items. Here are the steps needed to be taken in the future:
The biggest takeaway from this Hackathon is to learn to be informed by data. As it was my first time working with 3 data scientists in the team, all of us were really engaged in digging into the problem and brainstorming data-driven solutions.
In my future product design process, I will adopt the skills learnt and continue to challenge ideas with a critical thinking mindset.