Overview
Strengthening brand/customer relationships.
This project explores how brands can adapt to shifting customer expectations, specifically the move away from transactional relationships toward ones that feel meaningful and genuinely supportive. I designed an app that strengthens the post-purchase experience of Columbia Sportswear customers by providing ongoing value and connection where it was previously lacking.
Research
Understanding Columbia Sportswear.
I began by researching Columbia Sportswear to understand its products, positioning, and relationship with customers. I analysed customer reviews and broader outdoor market trends to identify key needs and pain points, using these insights to create personas and map the current post-purchase journey. I also conducted competitor research to see how similar brands are building stronger customer relationships.
Design
Creating Columbia Outlast.
I began by mapping user flows to define the app’s features, then developed low-fidelity wireframes to establish layout and structure. The high-fidelity designs evolved through iteration, resulting in a clean, intuitive interface for managing gear. Key features include a gear ledger, maintenance tracking (e.g. washing and reproofing reminders), and a repair system that offers three guided solutions, simplifying decision-making while supporting users throughout the process.
Presentation
Presenting my app.
I created a set of presentation slides and delivered my app concept and research to members of the Interstate creative team.
