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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 three 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 two key insights that highlight the challenges outdoor enthusiasts face when purchasing equipment and navigating the outdoor wear shopping experience.
A nightmare from the start
Beginner outdoor enthusiasts often feel lost and overwhelmed by complex gear specs, fearing that choosing the wrong equipment could turn their dream adventure into a disaster.
“I’ve only been a few times to an L.L.Bean store,
but they feel overwhelming, making me worry I’ll buy the wrong thing." – Alan
Not your parents' adventure gear
Younger adventurers crave unique gear that sets them apart, but too often feel let down by outdoor brands, forced to choose between style and performance, making them feel “generic”.
“I feel like L.L.Bean is something my parents would wear." - Allie
Based on our insights, we developed three 'How Might We' (HMW) statements that define the specific design needs to address outdoor shoppers' preferences and align with the problem we aimed to solve.
HMW. . . simplify gear specifications to make them accessible and intuitive for all buyers?
HMW. . . empower adventurers to confidently select gear tailored to their specific needs and preferences?
HMW. . . enable younger adventurers to personalize gear that aligns with their unique style and performance goals?
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.
style guide: color palette, typography, and wordmark
Bean: Gear for effortless adventure
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Adventure-ready: With products like the Expert Tent, Bean empowers novice adventurers to set up in five steps or less, making dream adventures simple and accessible
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Modular gear: Bean offers high-performance items like the Limitless Jacket, featuring detachable elements that seamlessly blend style, comfort, and functionality
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bean products
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
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Fitting within the brand Strengthened my ability to align a sub-brand with an established brand, balancing creativity with brand integrity
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Making it all connect Enhanced my skill in creating cohesive design systems by focusing on aesthetics, functionality, and messaging consistency
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People first, always Deepened my understanding of human-centered design, learning how to create emotionally resonant branding that builds strong connections with users
