North Face Guide Center
North Face Guide Center
North Face Guide Center
A service to encourage people to enjoy the outdoors activities & more accessible
A service to encourage people to enjoy the outdoors activities & more accessible
A service to encourage people to enjoy the outdoors activities & more accessible
Project Overview
Project Overview
Project Overview
We were tasked with collaborating with a sports clothing brand to create a service that encourages outdoor activities. My partner, Amber, and I visited various sports brand stores to observe their environments. Our goal was to elevate the experience at The North Face by making outdoor activities more accessible, encouraging a broader audience to engage in and enjoy the outdoors. This project focused on service design, so we did not build the entire website from scratch but adhered to the company's original styles.
We were tasked with collaborating with a sports clothing brand to create a service that encourages outdoor activities. My partner, Amber, and I visited various sports brand stores to observe their environments. Our goal was to elevate the experience at The North Face by making outdoor activities more accessible, encouraging a broader audience to engage in and enjoy the outdoors. This project focused on service design, so we did not build the entire website from scratch but adhered to the company's original styles.
We were tasked with collaborating with a sports clothing brand to create a service that encourages outdoor activities. My partner, Amber, and I visited various sports brand stores to observe their environments. Our goal was to elevate the experience at The North Face by making outdoor activities more accessible, encouraging a broader audience to engage in and enjoy the outdoors. This project focused on service design, so we did not build the entire website from scratch but adhered to the company's original styles.
Outcome & Impact
Outcome & Impact
Outcome & Impact
We increased participant motivation to engage in outdoor activities by 90%.
We increased participant motivation to engage in outdoor activities by 90%.
We increased participant motivation to engage in outdoor activities by 90%.
Info
Info
Info
Work Type
Work Type
School Project
School Project
School Project
Timeline
Timeline
Jan - Mar 2023 (7 weeks)
Jan - Mar 2023 (7 weeks)
Jan - Mar 2023 (7 weeks)
Role
Role
Product Designer
Product Designer
Product Designer
Contribution
Contribution
Experience Design
User Testing
Research
Service Design
UI Design
Experience Design
User Testing
Research
Service Design
UI Design
Experience Design
User Testing
Research
Service Design
UI Design
Team
Team
1 Product Designer
1 Product Designer
1 Product Designer
Setting Expectation
Setting Expectation
Setting Expectation
What this project is & what to expect
What this project is & what to expect
What this project is & what to expect
This was my first time designing the experience for a physical space and service. We chose one of the outdoor brands that can encourage people to engage in more outdoor activities.
This was my first time designing the experience for a physical space and service. We chose one of the outdoor brands that can encourage people to engage in more outdoor activities.
This was my first time designing the experience for a physical space and service. We chose one of the outdoor brands that can encourage people to engage in more outdoor activities.
01
01
01
Experience Design
Experience Design
Experience Design
I focused on the interaction between the customer and the store, both in-store and online. I worked on building how all the different elements of our system work together.
I focused on the interaction between the customer and the store, both in-store and online. I worked on building how all the different elements of our system work together.
I focused on the interaction between the customer and the store, both in-store and online. I worked on building how all the different elements of our system work together.
02
School Project
School Project
School Project
This is a school project to develop the in-store experience. There are no metrics or outcomes beyond my personal growth.
This is a school project to develop the in-store experience. There are no metrics or outcomes beyond my personal growth.
This is a school project to develop the in-store experience. There are no metrics or outcomes beyond my personal growth.
Brand Analysis
Brand Analysis
Brand Analysis
Exploring The North Face & Findings
Exploring The North Face & Findings
Exploring The North Face & Findings
To develop a new service that aligns with The North Face's ethos, we conducted a comprehensive brand analysis by visiting their website and offline store. Our goal was to understand their core values and reflect them in our design. Here are our findings:
To develop a new service that aligns with The North Face's ethos, we conducted a comprehensive brand analysis by visiting their website and offline store. Our goal was to understand their core values and reflect them in our design. Here are our findings:
To develop a new service that aligns with The North Face's ethos, we conducted a comprehensive brand analysis by visiting their website and offline store. Our goal was to understand their core values and reflect them in our design. Here are our findings:
Key Values
01
01
01
The intersection of humanity and nature
The intersection of humanity and nature
The intersection of humanity and nature
02
02
02
Emphasis on exploration and discovery
Emphasis on exploration and discovery
Emphasis on exploration and discovery
03
03
03
Commitment to positively impacting people and the planet
Commitment to positively impacting people and the planet
Commitment to positively impacting people and the planet
In-store analysis
01
01
01
A strong focus on nature and outdoor activities
A strong focus on nature and outdoor activities
A strong focus on nature and outdoor activities
02
02
02
Functional clothing designed specifically for outdoor pursuits
Functional clothing designed specifically for outdoor pursuits
Functional clothing designed specifically for outdoor pursuits
03
03
03
An overarching theme of exploration seamlessly integrated throughout the store
An overarching theme of exploration seamlessly integrated throughout the store
An overarching theme of exploration seamlessly integrated throughout the store
User Research
User Research
User Research
User interview — findings & insights
User interview — findings & insights
User interview — findings & insights
We conducted interviews with eight people to understand their experiences and challenges with outdoor activities. This research revealed that while many people are interested in outdoor activities but they often struggle to find the right activities or companions.
We conducted interviews with eight people to understand their experiences and challenges with outdoor activities. This research revealed that while many people are interested in outdoor activities but they often struggle to find the right activities or companions.
We conducted interviews with eight people to understand their experiences and challenges with outdoor activities. This research revealed that while many people are interested in outdoor activities but they often struggle to find the right activities or companions.
So
So
So
How might we simplify the death preparation process and make it real-time accessible to make end-of-life planning available to all individuals?
How might we simplify the death preparation process and make it real-time accessible to make end-of-life planning available to all individuals?
How might we simplify the death preparation process and make it real-time accessible to make end-of-life planning available to all individuals?
Solution Brainstorming
Solution Brainstorming
Solution Brainstorming
Ideation & Decision
Ideation & Decision
Ideation & Decision
We came up with the three solutions. Then we decided to move forward with the Guide Center idea.
We came up with the three solutions. Then we decided to move forward with the Guide Center idea.
We came up with the three solutions. Then we decided to move forward with the Guide Center idea.
01
Instagram Hashtag Challenge / Event
Instagram Hashtag Challenge / Event
Instagram Hashtag Challenge / Event
We came up with the idea of giving gifts to people to encourage them to participate in outdoor activities and share posts with hashtags. However, this approach felt more like commercial marketing and had only a short-term impact.
We came up with the idea of giving gifts to people to encourage them to participate in outdoor activities and share posts with hashtags. However, this approach felt more like commercial marketing and had only a short-term impact.
We came up with the idea of giving gifts to people to encourage them to participate in outdoor activities and share posts with hashtags. However, this approach felt more like commercial marketing and had only a short-term impact.
02
Outdoor Activities Guide Center
Outdoor Activities Guide Center
Outdoor Activities Guide Center
We developed a service where customers can find outdoor activities, join groups, and get rentals in the store. We believed this service best fit the users' needs and goals. This Guide Center also enhances their branding of "exploration."
We developed a service where customers can find outdoor activities, join groups, and get rentals in the store. We believed this service best fit the users' needs and goals. This Guide Center also enhances their branding of "exploration."
We developed a service where customers can find outdoor activities, join groups, and get rentals in the store. We believed this service best fit the users' needs and goals. This Guide Center also enhances their branding of "exploration."
03
Outdoor Activities Simulation
Outdoor Activities Simulation
Outdoor Activities Simulation
We came up with the idea of allowing people to try outdoor activities through simulation, giving customers a sense of what the experience would be like. However, it was uncertain whether this would actually lead to them engaging in real outdoor activities.
We came up with the idea of allowing people to try outdoor activities through simulation, giving customers a sense of what the experience would be like. However, it was uncertain whether this would actually lead to them engaging in real outdoor activities.
We came up with the idea of allowing people to try outdoor activities through simulation, giving customers a sense of what the experience would be like. However, it was uncertain whether this would actually lead to them engaging in real outdoor activities.
Solution & Storyboard
Solution & Storyboard
Solution & Storyboard
Conceptualize the solution
Conceptualize the solution
Conceptualize the solution
To visualize the service, we created two storyboards to understand how the entire service works. These storyboards help me pinpoint crucial touchpoints and interactions, ensuring smooth and effective service delivery that caters to the varying needs of users in both digital and physical environments.
To visualize the service, we created two storyboards to understand how the entire service works. These storyboards help me pinpoint crucial touchpoints and interactions, ensuring smooth and effective service delivery that caters to the varying needs of users in both digital and physical environments.
To visualize the service, we created two storyboards to understand how the entire service works. These storyboards help me pinpoint crucial touchpoints and interactions, ensuring smooth and effective service delivery that caters to the varying needs of users in both digital and physical environments.
01
In-Store Experience
In-Store Experience
In-Store Experience
02
Online Experience
Online Experience
Online Experience
Mapping
Mapping
Mapping
Journey Map
Journey Map
Journey Map
With our storyboard, we created a journey map to highlight all the important aspects our user goes through. This journey map helped us focus on the key points for each part of the experience.
With our storyboard, we created a journey map to highlight all the important aspects our user goes through. This journey map helped us focus on the key points for each part of the experience.
With our storyboard, we created a journey map to highlight all the important aspects our user goes through. This journey map helped us focus on the key points for each part of the experience.
Experience Map
Experience Map
Experience Map
We also created an experience map to understand how all the different elements of our system work together. The map illustrates the roles of the customer, The North Face staff in the store, The North Face system that holds the data, and The North Face guide for the tour. This helped me clarify the roles of all the individuals involved.
We also created an experience map to understand how all the different elements of our system work together. The map illustrates the roles of the customer, The North Face staff in the store, The North Face system that holds the data, and The North Face guide for the tour. This helped me clarify the roles of all the individuals involved.
We also created an experience map to understand how all the different elements of our system work together. The map illustrates the roles of the customer, The North Face staff in the store, The North Face system that holds the data, and The North Face guide for the tour. This helped me clarify the roles of all the individuals involved.
Iterations
Iterations
Iterations
Usability Testing & iterations
Usability Testing & iterations
Usability Testing & iterations
We conducted two rounds of usability testing with ten participants to see how they navigate and interact with the prototype. The goal was to test the clarity and comprehension of the website's flow.
We conducted two rounds of usability testing with ten participants to see how they navigate and interact with the prototype. The goal was to test the clarity and comprehension of the website's flow.
We conducted two rounds of usability testing with ten participants to see how they navigate and interact with the prototype. The goal was to test the clarity and comprehension of the website's flow.
Before
Before
Before
“It was hard to see the ‘Choose the rent equipment’ text so I wasn’t sure what I needed to do next.”
“It was hard to see the ‘Choose the rent equipment’ text so I wasn’t sure what I needed to do next.”
“It was hard to see the ‘Choose the rent equipment’ text so I wasn’t sure what I needed to do next.”
After
After
After
To address this, we replaced it so that when the rental service package is selected, the button automatically changes to ‘Choose Rentals’.
To address this, we replaced it so that when the rental service package is selected, the button automatically changes to ‘Choose Rentals’.
To address this, we replaced it so that when the rental service package is selected, the button automatically changes to ‘Choose Rentals’.
Before
Before
Before
"I'd like a list of the rental items so I don't have to go back and check."
"I'd like a list of the rental items so I don't have to go back and check."
"I'd like a list of the rental items so I don't have to go back and check."
After
After
After
To address this, we added an equipment list on the left side. This allows users to easily see what they need to rent on the same page.
To address this, we added an equipment list on the left side. This allows users to easily see what they need to rent on the same page.
To address this, we added an equipment list on the left side. This allows users to easily see what they need to rent on the same page.
Before
Before
Before
"I wish you offered rental sets so I could quickly check out all the gear I need. It's annoying to find every single item individually."
"I wish you offered rental sets so I could quickly check out all the gear I need. It's annoying to find every single item individually."
"I wish you offered rental sets so I could quickly check out all the gear I need. It's annoying to find every single item individually."
After
After
After
To address this, we included rental sets so users can easily and quickly purchase all the required equipment in one go.
To address this, we included rental sets so users can easily and quickly purchase all the required equipment in one go.
To address this, we included rental sets so users can easily and quickly purchase all the required equipment in one go.
Task Flows
Task Flows
Task Flows
Final Website & Interactions
Final Website & Interactions
Final Website & Interactions
These are the two main task flows for the service. The website is focusing on the online experience.
01 Choose the activity
01 Choose the activity
02 Rent the Equipments
02 Rent the Equipments
Final Video
Final Video
Final Video
Product Video
Product Video
Product Video
Putting everything together, we created a product video that introduces the service. It shows how the service works both in-store and online.
Putting everything together, we created a product video that introduces the service. It shows how the service works both in-store and online.
What I Learned
What I Learned
What I Learned
Reflecting on the project outcomes
Reflecting on the project outcomes
Reflecting on the project outcomes
This project was my first experience designing an app for clients. Since we were creating a completely new app, it was crucial to align with the clients' ideas. I learned how to communicate effectively with clients.
This project was my first experience designing an app for clients. Since we were creating a completely new app, it was crucial to align with the clients' ideas. I learned how to communicate effectively with clients.
01
01
01
Consider both visible and invisible interactions
Consider both visible and invisible interactions
Consider both visible and invisible interactions
Inside the service, there are many interactions that the customer cannot see. To create a concise and solid service, we need to consider all the micro-interactions that occur during specific steps.
Inside the service, there are many interactions that the customer cannot see. To create a concise and solid service, we need to consider all the micro-interactions that occur during specific steps.
Inside the service, there are many interactions that the customer cannot see. To create a concise and solid service, we need to consider all the micro-interactions that occur during specific steps.
02
02
02
What Next?
What Next?
What Next?
For my next steps, I want to delve deeper into the systems for the guide tour. This includes understanding how new tour locations are curated and how all the equipment is managed. I aim to focus more on the backend operations and build robust systems.
For my next steps, I want to delve deeper into the systems for the guide tour. This includes understanding how new tour locations are curated and how all the equipment is managed. I aim to focus more on the backend operations and build robust systems.
For my next steps, I want to delve deeper into the systems for the guide tour. This includes understanding how new tour locations are curated and how all the equipment is managed. I aim to focus more on the backend operations and build robust systems.
Thank you for visiting my portfolio
Thank you for visiting my portfolio
Thank you for visiting my portfolio
© 2024. Designed by Sooin
© 2024. Designed by Sooin
© 2024. Designed by Sooin