We collaborated with Arc'teryx HQ on a service design project, resolving customer pain points while supporting Arc'teryx's sustainability goals.

Contribution

I conducted in-person ethnography, research and interviews. I led design process for the product care accessories and executed their final visualisations. Co-designed graphic posters & slide decks.

Brief

Conduct user research & ethnography to identify customer+client problems. Develop a proposal that uses UX & service design process to address and solve the problem. We worked with two Vancouver Arc'teryx branches, and the post-sales team at Arc'teryx HQ.

Arc'teryx

Design-driven High-end Active Wear & Gear

Based in Vancouver with brand stores in Asia and Europe, Arc'teryx's considers itself a design company first. The brand is committed to its goals of sustainability through its manufacturing as well as its durability-focused design and extensive repair policy.

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Insights with Opportunity

Based on our ethnographic research and user interviews, we identified common patterns around product care. You can read more about the process later on.

Customers believe it is damaging to machine wash or dry their garments

Customers believe that Arc'teryx’s reputation for quality and the high price point mean that products do not need care.

Customers, (particularly those exclusively online) are unaware of proper product care procedures and available educational content, even after being provided initial opportunities to learn.

Fulcrum

A series of product care accessories that act as physical reminders for Arc'teryx product care

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Proposal Goals

Convey product care importance while dispelling misconceptions, particularly for customers with limited touchpoints with Arc'teryx.

Begin with a collectable gift

In-person, customers are provided an option to receive a collectable gift with their purchase. This gift is a physical reminder of Arc'teryx product care. For online customers, they can choose a product care gift at checkout.

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Reinforce with a post-purchase digital reminder

An email with product care links will be sent to users who are expecting to receive their gift soon. We want users to have product care on their minds even before the product arrives.

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Prompt habits with a post-purchase physical trigger

Our research shows that physical items act as effective habit building triggers

Laundry Day Magnet

The Laundry Day Magnet accessory is a reflexive product care guide with care instructions on the fabric. The grommet/loop is magnetic, allowing users to stick it on their laundry machines. The loop also allows users to hang the magnet on their coat hangers or wall hooks in case they don't do in-house laundry.

Trail Bandana

As a regularly used and washed garment for hikers, the Trail Bandana accessory act as physical reminders of product care. The front side uses hiking trail patterns related to international brand store locations to provide aspirational value alongside the functional value of the product. The backside is printed with product care instructions to guide users as they build out

Brand Trust + Less Returns

Longevity of garments leading to more brand trust and loyalty. Reduced environmental impact through fewer garment replacements.

Open Research

Ethnography

I began my research by visiting and observing each store across Metro Vancouver to understand their unique positioning while in contact with the store manager and marketing leads. We took field notes, photos, and conducted interviews with sales reps regarding customer-employee interactions.

We then visited power users of Arc'teryx in their homes to understand how they took care of their gear, and their lived experience with their garments.

User interviews

To attain a nuanced understanding of Arc’teryx customers we conducted 8 qualitative interviews seeking to understand motivations, behaviors, and rituals. These included outdoor enthusiasts, urban commuters, techwear fans, and casual shoppers.

Discrepancies - Arc'teryx vs Customers

The Purchasing Journey

Design Decisions

Customer Behaviour • Physical Intervention?

We decided on physical products rather than a digital intervention for two reasons:
Primary research showed that customers valued and kept artifacts such as packaging and tokens from brands like Arc'teryx. Therefore a free accessory would have a more permanent place in the user's life.
Secondary research showed that product care behaviour resulted from the confluence of three factors:

motivation (if people want to do it)
ability (if people can do it)
triggers (a stimulus that provokes them to do it)

The physical accessories are triggers, while also being a delightful item to have around, versus annoying digital notifications.

Environmentally Concious

I designed the accessories with fabric to both remind customers of their garments, as well as make use of scrap Gore-tex fabric from Arc'teryx production, furthering Arc'teryx's sustainability goals.