VF CORP WORKWEAR LINE PITCH
THE PROBLEM
UNITE THE COMMUNITY AND THEY WILL COME This is the directive we received from the RFP from VF Corp tied to their collective workwear line that includes brands like Dickies, Timberland, Smartwool and more. They needed a way to better bundle and sell their products as packaged deals as opposed to individual brands. They also knew their target market for this offering was especially niche and unique. We came to them with a solution to help illuminate how building a community based on pride, career advancement and sharing could help drive sales. Oh, and we only had 5 days to research, ideate and produce a handful of high fidelity mobile web screens.
THE PROCESS
How do we skin this cat?
Dig into our niche audience
Synthesize ideas into a chosen few
Thrust into the UX drivers' seat
Watch the UI designer go
The ideation process involved 15+ people. Step 1 = converge ideas!
We used previously done research to pinpoint who our solution was for.
We knew the community was key to the experience so we doubled down.
Despite many involved, few were leading, so I stepped into the role
With help from a talented visual pro, our story (and pitch) shined
THE DELIVERABLES
Project team analytics to build personas
Dynamic content targeted at each persona
PAT, THE CREATIVE DIRECTOR After days of ideating, this ultimately became the story & digital solution we would present to the client. It boiled all the components we felt would draw users in - pride, community, dynamic, persona-based content, subtle yet easy paths to purchase.
I was able to mobilize two senior managers, two creative directors, a fellow UX designer and two UI designers around this idea. Everyone then went heads down to bring the idea to life with me creatively directing.
First iteration wireframes
High-fidelity wires
THE RESULT
YOU WIN SOME, YOU LOSE SOME Unfortunately this story ends with a "Thanks, but no thanks" as we didn't win the work, however I was able to learn some hugely valuable lessons including when to step up and let my voice be heard, how to synthesize mountains of data and many different people's ideas and most importantly I got the chance to lead and rally others around a central theme. It ultimately led to a couple of folks saying some really nice things:
"You embraced the challenge and became intimately familiar with our customer insights which enabled you to design meaningful, relevant solutions. You pushed the envelope on the designs and stepped into the void left by others. You worked with a very senior team and integrated with all the different disciplines in the team. This highlighted your flexibility and that you are a team player. Creatives that collaborate are worth their weight in gold!
The ownership you took was exemplary of someone at least a level above. This was the hardest way to do your job – under duress with limited information/research to support you."
Andre Alguero, Deloitte Senior Manager
"Based on the output, I think you did a great job of executing your role. The upfront thinking/ideation, UX and design craft, and prep and execution of Pitch were beautiful and well thought out . You were a credible, charismatic addition in the room and did a solid job of walking presenting/explaining the work and the rationale behind the work."
Todd Ziaja, Deloitte Group Creative Director