Nova
How can we elevate the North Face experience with conversational AI to make users well prepared for all their upcoming adventures?
My Role: UX Design, User Researcher, Conversation Design
Tools: Figma, Adobe After Effects
Team: Aishwarya Shetty, Malavika Doshi, Xiaoyu Huang
Time: 6 weeks
Context: Interaction Design Studio @ CMU
Overview
The North Face is a reputable clothing and gear company with digital presence (website and app) that is characterized by a minimalist aesthetic, offering a clean and lean interface. However, based on the initial explorations of the digital ecosystems, we found several issues that present opportunities for improvement, which a conversational AI agent could help address. This include decision paralysis, cognitive load and navigation issues when selecting and buying products.
We designed Nova, an AI voice assistant integrated into the North Face ecosystem, specifically designed for their mobile app. Nova goes beyond traditional assistance, offering personalized guidance to users for selecting and purchasing the perfect clothing for various weather conditions. Additionally, Nova extends its support by aiding users in trip preparation, coordinating the packing process, and promoting sustainable choices through proactive suggestions for repairs.
RESEARCH PROCESS
How might conversational AI agent elevates North Face experience?
To gain a deeper understanding of the current pain points that North Face's digital channels have, we conducted a series of research studies, in general we asked three main inquiries:
Who are the users of North Face, and what challenges do they face when accessing or using North Face channels?
What are the potential areas for developing a conversational agent, and where can these opportunities be found?
In what ways do users currently engage with North Face, and what is their overall experience with the brand?
2
Digital audits, deep diving into current North Face offerings.
10
Interviews with North Face target users based on our initial stakeholder map.
Lack of intuitive navigation to guide
users in searching the product.
The vast of options from various products can be overwhelming.
Jargon-y category which may have different meaning to users.
Overwhelming product features, unclear sizing, and fit for users.
Explorers
athletes
Casual users
First timer
Logistics and delivery
Customer care
Camping friends
In Store Employees
Third Party sites
Outdoor Activity Organisers
North Face Ecosystem
North face Community
Environment
Investors
Business
Associates
Pay close attention and keep satisfied
Core
Engage these when needed. Keep informed
Direct
Consider when critical
Indirect
Casual User
Explorer
Stakeholder Mapping
The stakeholder map led us to a strategic decision to focus on two primary user categories for The North Face: Casual Users, individuals who incorporate North Face products into their daily wear, and Explorers who engage in outdoor activities with a casual approach. Recognizing the need for holistic improvement, we understand the importance of integrating existing services. This involves 'indirect' stakeholders, including those in customer care, delivery, and community engagement.
Additionally, we acknowledge the broader impact of these improvements, extending to larger indirect stakeholders such as investors, the business entity, and environmental considerations.
All these facets will be taken into account as we progress into the design process.
Key Insights
Through our research process, we unveiled key insights that profoundly influence our design decisions and principles, with a primary focus on addressing product needs.
CASUAL USER
Lack of guidance on product purchase
Uncertainty in purchasing winter clothing due to a lack of knowledge.
Lack of information on aftercare procedure
Casual users find it difficult to understand how to care for and maintain ones products.
EXPLORER
Stressful Process Planning & Packing
Planning and packing can be overwhelming. Forgetting gear could lead to safety issues.
Unaffordable Gear
Casual users find it difficult to understand how to care for and maintain ones products.
DESIGN PROCESS
How can we elevate the North Face experience with conversational AI to make users well prepared for all their upcoming adventures?
Design Opportunities
Upon recognizing valuable insights, we engaged in a collaborative brainstorming session to pinpoint strategic opportunity areas aligned with user needs. Our primary objective is to address challenges faced by both casual users and avid explorers, ensuring a comprehensive solution that caters to a diverse range of users.
Simplify Buying Process
Helping users pick the right kind of clothing specific to the weather they’re traveling to/living in.
Ease Packing
Helping users pack personal and shelter items that keep them warm and safe, whilst still packing light.
Expensive Gear
Meeting user’s short-time gear needs by renting it out for a certain duration.
After care
Provide assistance to repair or refurbish products based on their usage.
Lack of Coordination Ease the coordination between the members of a travel group while packing.
Technology Approach
Following that, we decided on the most suitable technology to effectively address user needs. In this context, we opt to develop a conversational AI tool or AI assistant, taking into account several considerations.
The introduction of an AI voice assistant proves particularly beneficial in scenarios where users require assistance during various activities, such as browsing clothes, packing, and preparing for camping. The presence of an AI voice assistant can facilitate real-time guidance and support, enhancing the user experience.
User Journey
Building upon the identified opportunities and design challenges, we envision a scenario where our solution seamlessly integrates all five opportunities, ensuring a comprehensive approach that addresses and fulfills the diverse needs of our users.
Inform user personal clothing to buy based on weather condition.
Get personal clothing and gear items needed for camping trip.
Streamlined packing process to be ready for camping trip.
Getting aftercare services needed to repair broken gear.
Inform user on gears needed for the camping trip.
Arrange coordination between the members while packing.
Guide user to pack all personal clothing and gear items step by step.
Suggest gears to rent for affordable option.
Finalize order and delivery.
Remind user to pack for camping trip.
Inform user on additional items to bring.
Assess condition of broken gear item
Integrates gear repair support with the UI
Coordinate item pickup and delivery
CUI
ACTIONS
USER
GOAL
SMART PLANNING
SMART PACKING
AFTER CARE
MODALITY
INTERACTION
Helping User Before and After A Camping Trip
🤳🏽 👂 🗣️
👂 🗣️
🤳🏽 👂 🗣️
📱
📱
Building Nova
Nova, our AI assistant, aptly named after the abbreviation of North Face.
In its development, we prioritize crafting a personality that resonates with users' perceptions of North Face and aligns with their needs.
Moreover, we delve into the intricacies of translating Nova's personality into a dynamic, motion format. This involves a thoughtful exploration of how Nova's character traits and interactions seamlessly transition into a visual and interactive experience.
Sustainability
Community
Authentic
Bold
Inspiring
🧗🏻♀️
👩🏽🏫
Smart Rentals
Buddy Systems
After Care
Personalized Recommendations
Smart Planning
Smart Packing
Nova Values
Features
North Face
Value
🌱
Nova Visual Style
Building upon Nova's defined personality, we have meticulously crafted a visual style that authentically embodies their essence. Our exploration delved into a myriad of forms and colors inspired by The North Face, seamlessly integrating elements synonymous with adventure, such as the iconic mountain motif present in The North Face logo.
Shapes: Active, dynamic shapes
Colors: Red, white
Styles: Modern, Geometric
Feel: Approachable, Inspiring
In our exploration, we narrowed down our focus to one particular shape that we believe will best represent both Nova and The North Face. When selecting it, we ensured that the design incorporates the North Face logo, a mountain, and an arrow.
We then build our motion matrix that encompasses different states of the voice assistant when interacting with the user. We divide them based on a positive-negative spectrum, which depends on the kind of information it would convey.
UI Design
The next step we took was to design the user interface (UI) for the North Face app, integrating it with Nova. This involved defining its placement and redesigning several UI elements to enhance integration.
Top picks for you
Hello Alice.
Shop Circloft
Impossibly light.
Intentionally warm.
Information overload
Embedded VUI
Simplified navigation
Inconsistent
UI styles
Personalized suggestions
Disorienting brand reinforcement
ORIGINAL UI
PROPOSED UI
Relevant grouping
Personalized greeting
FINAL DESIGN OUTPUT
Nova at The North Face
In the concluding phase, we actively engaged in crafting the user interface (UI) flow for various features, meticulously aligning them with the predefined user journey and scenarios. This involved a thoughtful process of translating the identified user pathways and scenarios into a seamless and intuitive UI experience.
Personalized Purchase
Pick the right kind of clothing specific to their personal needs.
Buddy System
Borrow or lend North Face gear from friends and easily navigate shared shared packing lists
Smart Packing
A guided experience to packing for upcoming trips, with smart suggestions specific to your trip.
After Care
Receive analysis on damaged gear and seamless customer care plugins. Schedule pickup of damaged gear for repair or refurbishment.
Easy Rentals
Rent premium quality North Face gear for your trips in a hassle-free manner
Lia Purnamasari / 2024
Pittsburgh, Pennsylvania