Summit Series Layering

THE NORTH FACE

Overview: Strategized how to educate and communicate the unique benefit of TNF’s pinnacle performance line, Summit Series.

Role: Lead Designer | View Live Work

Problem Statement

Disjointed storytelling impeded users understanding of Summit Series’ distinct benefit and hinders navigation to the right gear.

Project Objective

Educate consumers regarding the Summit Series unique value proposition as a layering system and streamline navigation to products.

Direction informed by research team.

Prior to kicking off design strategy for this project our research team completed interviews and usability testing using the previous Summit Series pages.

Key Areas of Opportunity | Based on Research

  • Layering as a Mindset: Consider catering to the user mindset of layering as essential for outdoor activity.

  • Embrace Versatility: Highlight how core pieces and layering adapt across activities to provide adjustable weather protection and performance.

  • Bridge the Experience Gap: Educate users on materials and technologies, explaining how they cater to specific needs and associating them with their corresponding layer, to empower informed layering choices.

  • Illuminate Complementary Pairings: Highlight when specific products are designed to work together seamlessly.

Concept Tests

Version 1 | Modular

Strategy: Modular layout with an emphasis on integrated layering education paired with related products.

Strengths: Users appreciated the clear product categorization with explicit benefit callouts which allowed them to easily understand the benefits of each layer and connect that to specific products.

Weaknesses: User was left asking ‘Why Summit Series,’ was unable to differentiate unique value prop of summit products from other items onsite.

Version 2 | Interconnected

Strategy: Educational content is prioritized at the forefront of the page, distinct from the product offerings. The benefits of each layer are highlighted, along with the featured technology.

Strengths: Users understood the technical aspects of the Summit Series and how they can translate to practical benefits. Participants were able to callout the innovative aspect of the Summit Series line.

Weaknesses: Disconnection between layering, benefits, and technology. Users were unable to identify which products aligned with the different layers.

With insights from concept test findings I focused on a final design strategy recommendation.

STRATEGY

Reinforce Summit Series unique value proposition and TNF’s outdoor credentials through the following 3 key pillars:

Innovative-Led Performance
Highlight the technology behind each product, positioning Summit Series as more than just apparel, but a technologically advanced system designed for optimal performance.

Modular Layering System
Visually demonstrate the flexibility of the system and allow users to see how each piece works together or separately to create a complete solution.

Benefit-Focused
Establish a clear understanding of each product’s value by linking every layer, product, and technological feature to the specific problems and needs they address.

Weaving together technology, product, and benefits provided the user with a comprehensive understanding of Summit Series unique value prop.

Journey Touch Points

Down funnel continued education of Summit Series as a modular layering system. Reinforced by a visual filter bar and additional educational moments injected via in-grid banners.

Next Steps Strategy Implementation
At the time of this project the brand did not have capacity to make adjustments on their product description pages. However, adjustments to filtering and product attributions are under way. These backend changes will support the brands ability to carry though layering, benefit, and technology education blocks on to the product description pages.

Hand Off
This project was completed in close collaboration with the TNF eCom and Global Marketing teams. The primary role of UX was to create a comprehensive strategy for layering education after which the overall page layout was built by the brand designers. The live webpage closely follows the design strategy that was recommended.

Since Project Launch
Page performance results - 1st month after go-live.

VF-Wide Project Visibility
Presented project overview, process and results to larger VF Digital Technology organization from the Boulder TNF store, in collaboration with our North Face project business partners.