"Hi, I'm Nova! I'm here to help you start your new adventure."
Nova is an intelligent voice assistant from The North Face(TNF) that helps users deliver end-to-end personalized service before and after an outdoor trip
"Hi, I'm Nova! Find me on your mobiles phone& tablet."
Experiences designed for Mobile & Tablet
"Hi, I'm Nova! Do you want to meet my siblings?"
Interaction states designed for Nova
Global reach allows Nova to cater to diverse travel needs worldwide.
Given user needs, the broad product range ensures expert purchase options.
Opportunities to develop and broaden existing experience
We conducted primary research on The North Face's exiting service. Their services are comprehensive but lack guidance and personalization. We therefore conducted an interface audit of their website & app to understand and gain insight into the current user flow. We found that:
The North Face's service is very comprehensive. However, it also makes the customers lost in the searching. What's more, the connection between customers with adding-on service is very loose and unguided:
Through 8+ one-on-one user interviews with a diverse range of users, spanning from casual users to seasoned explorers, coupled with the valuable feedback gathered for TNF digital platforms, we have pinpointed several prevalent pain points.
Drawing from our insights, we've framed some possible design opportunities that address users' requirements and the existing pain points within North Face's digital interfaces.
CUI can improve user experience, streamlined interactions, accessibility, and task automation for enhanced efficiency.
Scenario 1:How to help Causal User with a holistic shopping service
Opportunities:
Targeting casual users expands The North Face's market reach;
Enhances brand accessibility for a wider demographic;
Opens up frequent sales opportunities from everyday shoppers.
Concerns:
Focusing on casual wear risks diluting The North Face's outdoor-centric brand identity;
Increases competition with brands specializing in leisure clothing.
Scenario 2: How to help explorers get started on their journey?
Opportunities:
Catering to explorers strengthens The North Face's reputation as an outdoor expert;
Builds loyalty among serious adventurers;
Supports premium pricing for specialized gear.
Concerns:
Prioritizing explorers limits the market to a smaller niche;
Places high expectations on product quality and functionality, demanding continuous innovation.
Can we form an integrated user journey that combines user experience enhancement and brand commercial considerations?
Once we identified the travel pain points that users have, we realized those pain points start while you’re planning to get there. So we mapped user journeys to find opportunities to help.
We start with a storyboard to understand the requirements and nuances we need to design for.
Here are three scenarios to maximize use case coverage:
1. purchasing or renting needed supplies for an outdoor trip .
2. pre-departure packing for carry-on luggage.
3. Taking care of equipment after the trip
The visual design is informed by The North Face’s brand. It takes cues from mountain and incorporates core values like reliability and stability into its tone.
We wanted Nova to capture the steadiness of a mountain.
We identified Nova's motion to be active, dynamic, and light.
We put Nova's each statement on the positive-negative and dynamic-static matrix, which helps us to see her personality.
We have also been considering the ideal image for Nova on the homepage that would not only assist users more effectively but also reinforce the brand's identity.
Our next step in developing the conversational user interface (CUI) involves strategizing the most effective methods for initiating conversations with users.
When a user starts a conversation, a compact pop-up screen captures and exhibits the inquiry, preventing abrupt transitions to new pages. This pop-up then expands to a mid-height page, showcasing all dialogues, arranged from the bottom upward.
1. Overlay/Alert
2. Full Pop-up Page
3. Full-screen Detail
In the conversational user interface's (CUI) dialog system, we implemented user testing across various low-fidelity prototypes to guarantee both the dialog's efficiency and simplicity.
Lack guidance: there is uncertainty in purchasing clothing for different outdoor travel situations .
Nova provides personalized recommendations tailored to the user's itinerary, considering factors like outdoor weather and type of activity.
By integrating the user's purchasing history and embracing the principle of minimalist consumption, Nova aids in swift trip preparation.
Lack of Coordination: Inconsistent or incomplete planning and communication can result in safety hazards
Borrow or lend North Face gear from friends and easily navigate shared packing lists.
Expensive Gear: the gear is usually not budget friendly.
Rent premium quality North Face gear for your trips in a hassle-free manner.
After Care: does not know how to care for and maintain ones products.
Receive analysis on damaged gear and seamless customer care plugins. Schedule pickup of damaged gear for repair or refurbishment.
Overwhelming Packing: helping users pack personal and shelter items that keep them warm and safe, whilst still packing light.
Assist users in efficiently organizing their luggage space for minimalist, eco-friendly travel.
For the scope of this project, we only considered mobile phones and tablets. Integrating Nova on other portable sports devices such as sports watches could help users to have help at hand when they are outdoors.
As we mentioned in our research, within the scope of this project, we focused on pre-trip preparation and after care. We are convinced that the Nova experience can be further enhanced by including intelligent assistance with the travel process.
One of the key objectives of this initiative is to make embarking on new adventures a seamless and hassle-free experience. By simplifying the process of accessing the necessary resources and information, individuals are encouraged to explore new activities and environments.
A vital aspect of this approach is fostering a community-oriented culture where sharing equipment becomes the norm. This not only makes adventure activities more affordable and accessible but also encourages a sense of community and mutual support among users.
The goal is to leverage technology to enhance the adventure experience and ease of access while consciously minimizing the ecological impact.
By offering a cutting-edge digital tool, The North Face can strengthen its brand image as a forward-thinking, customer-centric company.
The voice assistant positions The North Face distinctively in the market, potentially attracting customers who seek a tech-integrated outdoor adventure experience.
User interactions with the assistant provide valuable data, which can inform future product development and marketing strategies.
The buddy system feature encourages a sense of community among users, which can translate into a more engaged customer base and positive word-of-mouth marketing.
By guiding users in proper gear care and fostering a sharing economy through the buddy system, The North Face can emphasize its commitment to sustainability, appealing to environmentally conscious consumers.
