Native Shoes x City of Vancouver: An Experience Design Proposal (3/5)

This was presentation #3 out of a five-week long project that illustrates an experience design proposal for a client collaboration between Native shoes and the City of Vancouver.

Our design consisted of video (shown after the "sit back and relax" slide: http://vimeo.com/54747032), audience engagement, and web elements incorporating CP+B's design approach and Hugh Dubberly's Experience Cycle into our process.

Our theme was: "Overlooked Truths". It served as a guiding light to our design as we wanted to reiterate and re-emphasize an aspect of both the brands that might have been left unnoticed by an audience.

Presented by Patricia Bernal, Michelle Lee, Marissa McMillan, Gracelle Mesina, Ronaldo Pagaduan, Daniel Suzette

Transcript

2. N Our project is a quest, designed for native shoe customers, so that they can explore vancouver.
3. “Native shoes is footwear for anybody, anywhere, anytime.”
4. The City of Vancouver's mission is to create a community that cares about its people, its environment, and its opportunities to live, work, and prosper.
5. “In a lot of ways, I think all of our shoes celebrate aspects of Vancouver that I love. Vancouver is a city with four seasons, and we have created silhouettes with that climate and those elements in mind. This city is also filled with people that might go from their office job downtown straight to Kits Beach or hit up the local mountains in the winter, and that type of versatile lifestyle has definitely influenced the brand.” - Van Zyll De Jong (founder + Creative director)
6. To reintroduce vancouver to its locals by featuring undervalued or underrepresented locations. To emphasize Native's brand message of: “for anybody, for anytime, and for anywhere” goals INSIDE THIS BOX IS THE READY TO FIT A SIZE 9
7. PROCESS Undervalued Truths Nature Adventure Anybody Anywhere Anytime Reminding locals what the city has to offer PROJECT BOX NATIVE ADVENTURE EVENT NATIVE CLUB City of Vancouver Native Shoes OFF TRACK Sharpie BC Association of Farmers’ Markets ON TRACK Membership through the purchase of a Native shoe which gave discounts to certain attractions in Vancouver signing up for event which included an exploration kit to use during the event/ trail encouraging native customers to take pictures that showcase their native shoes and their city and displaying best pictures on native shoe boxes
8. encourage users to photograph their natives in a local setting throughout Vancouver to showcase natives in the context of the consumer (various Vancouver Locations) submission can be uploaded in any form: hashtag, upload on the website, sent as a physical form What Why How
9. native x van environment, type of land in need/want of footwear pictures of exploring vancouver inspiration, adventure, promotion encounter with nature/environment stimulating the senses exposing history & promise of brand understanding native’s “aaa” 1. initiation: cultural insight viewing others’ photos uploading your own 2. immersion: STORY-TELLING 3. conclusion + continuation: Creating a relationship with people and Brand reacquaint the locals with the city associating personal significance to the brand Intensity reflex, habit, & ENGAGEMENT Interactivity PASSIVE VS. ACTIVE Meaning significance, status, emotion, price, & function CONSISTENCY breadth of products & services SENSORIAL TRIGGERS ALL HUMAN SENSES cognitive TRIGGERs concepts & symbols External factors (ACTION driven by motivation) INTERNAL FACTORS (people’s mindsets/behaviours/overall being) shedroff’s dimensions time
10. Why the video We chose to do a video because we felt it was the most effective way to illustrate the experience that we are trying to create for the customers of Native while also showcasing the diversity of overlooked places of Vancouver within the video. Videos have the capacity to exhibit Native's product in action on the different terrains in Vancouver. On Native's’ website they have playful videos to promote their shoes and in making a video to kickstart the experience we are remaining consistent with their brand. Why the website The website is the ideal channel for our project because it increases the accessibility of our content and can provide multiple touchpoints such as providing a method to upload their pictures, displaying the pictures that the customers have submitted and providing information about the project's initiative/goal
11. sit back relax &
12. where the wild things are
13. where autumn takes a poop
14. Transition Welcome Video
15. Gallery SCrollable in any direction Upload video instructions
16. What you do Instructions on what to do and how to do it what we do explains what we (native) does with your pictures. putting it on the box and the website gallery
17. Interact + exploring Vancouver with your pair of natives + taking pictures and uploading onto website for others to see Connect & Attract customers viewing promotional video “Where can your shoes take you?” Orient + instructions video of how to participate + different ways of how to send in the pictures (pigeon, snail mail, raven, mail, etc) Advocate + map of vancouver on shoebox to show where the picture was taken + promoting vancouver through natives Extend and Retain + uploading your picture with hashtags + seeing other’s adventures on the box is going to motivate people to explore more compelling orienting embedded generative reverberating exp. Cycle hugh dubberly’s
18. outeractive for native x city of vancouver 1. tells a brand story 2. designs for sharable moments 3. creates a relationship between brand & consumer EXPLORING VANCOUVER & THE POSSIBLE ADVeNTURES IT HAS TO OFFER WITH A PAIR OF HIGH TECH, VERSITILE & COMFORTABLE SHOES + UPLOAD YOUR EXPLORATION + LOCALS TO LOCALS + LOCALS TO WORLD + HAVE YOUR PICTURE FEATURED ON NATIVE SHOEBOX + PROMOTE YOUR CITY TO THE WORLD + VANCOUVER & NATIVE + NATIVE & LOCALS + VANCOUVER & LOCALS + LOCALS & BRAND ADVOCATES
19. references http://vancouver.ca/your-government/mission-and-values.aspx http://sneakers.about.com/od/sneakerreviews/fr/nativeshoes.htm http://www.videomann.com/why-is-video-important/ http://www.gpj.com/experience-marketing/ http://www.shop-eat-surf.com/news-item/4018/the-native-niche-making-crocs-like/- http://nativeshoes.com/ http://www.tourismvancouver.com/ http://www.straight.com/article-321064/vancouver/hip-slipon-shoes-go-native http://hypebeast.com/2011/03/damian-van-zyll-de-jong-native-shoes/ https://vimeo.com/nativeshoes http://vancouverisawesome.com/2012/06/20/the-inseam-vol-32-native-shoes/#more-131203 http://www.shop-eat-surf.com/news-item/4018/the-native-niche-making-crocs-like/- http://www2.macleans.ca/2011/11/09/where-the-foam-rubber-hits-the-road/#more-223625 http://www.wevancouver.com/news/162899766.html http://www.sneakerfreaker.com/articles/Native---Plastic-Fantastic-shoes/ http://goanimate.com/video-maker-tips/why-video-marketing-important/