Our Northwestern Design team was tasked with a class project to strategize a new design approach for L.L.Bean, focusing on enhancing customer acquisition and omni-channel experiences in retail spaces.
northwestern design team
We started with secondary research on shopper behavior and industry trends, which led to the identification of 3 key themes.
Everyone loves a good deal
50% of shopper prioritize fast fashion for affordable, stylish looks
Omni-channel shopping is key
70% of shoppers prefer a mix of in-store and online shopping
Social Media is a big influence
68% of Gen Z and Millennials use AI-driven social media for style inspiration
After secondary research, our team aimed to understand outdoor shoppers’ brand preferences and the values that influence their in-person and online shopping decisions, uncovering 3 key findings.
Performance matters most
Customers prioritize product performance over style, and when items fail to meet expectations, it often results in higher returns and reduced brand loyalty
Try it before you buy it
Shoppers want to see products in action before buying, whether through videos or in-person experiences
Brands cultivate loyalty
Brands that deeply engage with their audience, embrace inclusivity, and deliver exceptional service cultivate loyalty and recognition.
From our findings, we developed 2 key insights that highlight the challenges outdoor enthusiasts face when purchasing equipment and navigating the outdoor wear shopping experience.
Not your parents' adventure gear
“I feel like L.L.Bean is something my parents would wear." - Allie
A nightmare from the start
“Every time I go to L.L.Bean I get overwhelmed, all their products are so complicated." – Alan
To address outdoor shoppers’ preferences, we developed a key question to guide our design process:
How might we simplify gear specifications and help adventurers confidently choose and personalize gear that fits their needs and style?
Our team created the sub-brand Bean, offering modular, high-performance gear that combines style, comfort, and performance, for which I designed the branding identity and style guide.
After designing the Bean sub-brand, our team created a structured roadmap featuring three stages, outlining how the brand would evolve alongside L.L. Bean’s long-term vision.
Setting up:
Use technology to help customers choose easy, affordable products
Invest: Improve in-store experiences with personalized tech investment
Growing up: Create an omni-channel experience linking in-store and online technologies
road map
Bean Roadmap:
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setting the stage
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investing
growing up
🤝 Fitting within the brand
Strengthened my ability to align a sub-brand with an established brand, balancing creativity with brand integrity
⚡️Making it all connect
Enhanced my skill in creating cohesive design systems by focusing on aesthetics, functionality, and messaging consistency
👥 People first, always
Deepened my understanding of human-centered design, learning how to create emotionally resonant branding that builds strong connections with users
