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

• Old customers are only well-informed about Canada Goose’s down jackets, but not all other collections (e.g. footwear, sweatshirts, knitwears, etc.);
• Canada Goose is uncertained about how old customers view “beyond parka” items

GOALS

• Discoverability of the new expansion
  Inform customers using email marketing strategies and allow old customers to access exclusive events to maintain prestigious brand image.
• Increase retention rate to Canada Goose website
  Re-design the landing page of Canada Goose to give a more immersive experience that is consistent to the shopping experience in a physical store
• Ultimate business goal
  Retain customers to generate more sales

METRICS FOR MEASURING SUCCESS IN FUTURE

• 50% increase in terms of the conversion rate of buying new items
• Increase the discoverability of “Beyond Parka items” by 50%

IMPACT

• Increase in stays that patronage stay on the landing page (e.g. How long would the online customers stay on the landing page after the re-design?)
• Participation rate of the exclusive events

RESEARCH

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

• Global e-Commerce revenue increased by 28.1%
• Total non-parka revenue increased by 74.9%, reflecting growing year-round lifestyle relevance

INSIGHTS

• Customers have a non-parka towards non parka items
• Customer retention can be achieved through digital platforms

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).

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.

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:

• To carry out A/B testing to evaluate the effectiveness
• To carry out feasibility test before executing such design
• To maintain and update the exclusive event page

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.