CANADA GOOSE

Canada Goose is looking for ways to retain customers amid the new strategy to sell not only parka, but also other clothing options.

PROJECT
TIMELINE
MY ROLE
Hackathon
24 hours
UX Designer / Researcher
PLATFORM
TOOLS
Figma
Mobile Website

OVERVIEW

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?

MY ROLE

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.

PROBLEM

GOALS

METRICS FOR MEASURING SUCCESS IN FUTURE

IMPACT

RESEARCH

Comparing sales in the 3rd quarter of 2021 and 2022, I found the following:

INSIGHTS

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?

UNDERSTAND THE USERS

In general, the user goals can be categorized into 3 areas:

DESIGN PRINCIPLES

Based on the research results, our team has concluded and decided on 4 design principles to guide the development of our new design.

  1. Being authentic and building trust
  2. Bringing the outdoor experience to mobile devices
  3. Building community through exclusivity
  4. Humanizing the consumer’s journey and experience

OPPORTUNITIES

In order to identify the opportunities in retaining customers, we studied the existing user’s journey (i.e. shopping online at Canada Goose Website).

EXISTING CUSTOMER’S JOURNEY
RE-DESIGNED CUSTOMER’S JOURNEY

IDEATION

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.

FINAL DESIGNS

The major revamp is on the landing page & the exclusive event page. Here’s the before & after of the 2 pages:

FINAL PROTOTYPE

FUTURE STEPS

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:

KEY LEARNINGS

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.

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