Our project is an interactive ad campaign

designed for current Native customers so that

they can understand & realize the true

meaning of Native and inspire

multi-generational brand advocates.

BRAND PROMISE

anybody, anytime, anywhere

PROBLEM“anybody” isn’t as evident

BRING THE IN-STORE SHOPPING EXPERIENCE INTO ONLINE RETAIL THROUGH HIGHLIGHTING THE VERSATILITY AND FUNCTIONALITY IN EVERYDAY LIFE

C O N C E P T

CURRENT & POTENTIAL

NATIVE SHOE

CUSTOMERS (STYLISH

FOLKS AGED 20-35)

AUDIENCE

GOALS+ GET CURRENT CUSTOMERS TO CREATE MULTI-GENERATIONAL

ADVOCATES FOR THE BRAND BY BUYING SHOES FOR THE PEOPLE IN THEIR LIFE (ESPECIALLY FOR KIDS & THEIR

PARENTS/GRANDPARENTS)

+ TO WIDEN THE RANGE OF NATIVE SHOE OWNERS & ADVOCATES

WHY?+ TO EMPHASIZE NATIVE'S BRAND MESSAGE OF AAA

+ THEY’RE NOT JUST STYLISH SHOES, THEY’RE HIGH TECH BUILT, MULTI-FUNCTIONAL, & WELL-MADE SHOES DESIGNED FOR EVERYBODY

+ TO PROMOTE THROUGH THE RELATIONSHIP THE BRAND BUILDS WITH ITS CUSTOMERS, & NOT THROUGH EMPTY ADS AND PROMISES

34

COMPONENTSOF OUR DESIGN

1. Video Ads for online viewing

2. Webpage for Native’sexisting website tocomplement theirproduct section

3. Cinemagraphs tocomplement the site’s product pages

4. Interactive lookbookto go on the webpage andenhance the onlineshopping experience

1. Old man + child arguingabout something petty.

4. TAGLINE:“Something they canboth agree upon.”

2. Still arguing...

3. video camera zooms in andfocuses on their shoes.

STORYBOARD OF VIDEO AD #1

1

2

3

4

STORYBOARD OF VIDEO AD #2

1

2

3

1. Granny + young woman ata gambling establishment

2. Young women triesto get the gentlemen,

but Granny’s got game.

3. What’s Granny’s Secret?

*cue the fan*She keeps it lite.

WEBSITEhey humans, here’s your

CINEMAGRAPHS[sinəməgrafs]

Photographs in which a minor and repeated movement occurs.Usually published in an animated GIF format, and can give the

illusion that the viewer is watching a video.

ADULTS / KIDS / NEWS / NATIVISION / DEALERS / CONTACT

Native Shoes | Keep It Lite

WEBSITE IMPLEMENTATION

http://shop.nativeshoes.com/

CINEMAGRAPHS AREIMPLEMENTED INTO THEPRODUCT DETAIL PAGESAND THERE, THE USERCAN SEE THE SHOES IN A REAL WORLD CONTEXTTO ACTIVATE THE

CINEMAGRAPHS IS AMATTER OF THE USERTOGGLING THE IMAGES

INTERACTIVE LOOKBOOK

ADULTS / KIDS / NEWS / NATIVISION / DEALERS / CONTACT

Native Shoes | Keep It Lite

WEBSITE IMPLEMENTATION

http://shop.nativeshoes.com/

VIDEO IS IMPLEMENTEDON THE SHOP PAGE ONTHE EXISITNG SITE

PERSON CAN USE THEVIDEO TO SHOP AROUNDOR SIMPLY SCROLLDOWN FOR THE FULL LIST OF SHOES

CP+B

XD

TRUTHFUL

TRANSPARENT

EXPLICIT

OUTERACTIVE

(Experential

marketing)

revealing

undervalued

truths

nonsense

that makes

sense

empathy

through

personifying

objects

sharpie bcafm

city

of

vancouver

Native

Shoes

+

CP+B

XD

TRUTHFUL

TRANSPARENT

EXPLICIT

OUTERACTIVE

(Experential

marketing)

revealing

undervalued

truths

nonsense

that makes

sense

empathy

through

personifying

objects

sharpie bcafm

city

of

vancouver

+

PROCESS MODEL

domain

the path we took to getto where we are now

what we rejected

wee

k 1

wee

k 2

anybody

anywhere

anytime

native

adventure

reminding

locals what

the city has

to offer

explorer’s

kit

native

club

project

box

photo

submission

challenge

poster

ads

video

multi

generational

advocates

identity

design

video

ads

websitecinemagraphs

interactive

lookbook

anybody

anywhere

anytime

native

adventure

reminding

locals what

the city has

to offer

explorer’s

kit

native

club

project

box

photo

submission

challenge

poster

ads

video

multi

generational

advocates

identity

design

video

ads

websitecinemagraphs

interactive

lookbook

week 2native shoes

wee

k 3

week 3

wee

k 4

+ 5

THINKING

JOURNEY FRAMEWORKOF A NATIVE CUSTOMER

FEELING

DOING

PURCHASENATIVES

+ Will I need my credit card?+ When will I receive the shoes?+ Do I have to fill out info about myself?+ Do I have to create an account?

+ Relieved I have found the right pair+ Content with whole experience

1. pick a pair

2. input info

3. complete transactions

4. further browse store

ADVOCATE

+ This proces was very easy, quick, and fun+ I think my friends would love this brand

+ I feel closer to the Native brand, given the chance to understand their promise of AAA

1. give the pair to friend/relative

2. family member becomes native customer

SHOPPING EXPERIENCE

IN STORE

+ Are these all the styles of Natives offered at this store?+ Do they have what I want?+ Can they order more shoes in?

+ I feel underwhelmed / overwhelmed by the choices of Native shoes at this store+ Confused, cant get professional advice+ Feels frustrated by the in-store experience

1. search for right pair

2. limited amount of choices

ONLINE

+ Will I find more details of the shoes?+ Is there more variety available on the website?+ Will I find out which style is best for my friend(s)/family?

+ Confident I will find the pair I want+ Assured that I know the full function of each style without being in store

1. browse lookbook

2. view details of shoes

4. cinema graphs (functionality)

3. simulated real life situations

PREPARE FORCHRISTMAS

+ What do my friends/family want for christmas?+ Where can I purchase these gifts?+ Will I have time to visit the mall?

+ “I don’t know if I will have time to finish before christmas comes” (anxious)+ Stressed+ Worried+ Confused

1. research

3. prepping which stores to visit

4. come across native shoes as an option

2. seeing what social media informs them

identity design

native’s current identity

how we’re enhancing it

what we learnedwhy design matters

constraining problems

“showing not telling”

not problem solving

how to be curious

weaving poetry and function together

the opportunities outside of SIAT (education + work)

the design-first approach (how and what)

not being arbitrary

creating frameworks, criteria and infographics

developing our own design processes

brand experience

not designing for ourselves

how to run on little sleep

how design came to be

what design actually is and how to communicate it

what other design schools and design firms are doing

what designers know about design and their design

approach (their processes)

design strategies + tactics

it’s a trap!!!

http://www.cpbgroup.com/http://www.slideshare.net/MirrenBizDev/2010-

mirren-new-biz--conference-alex-bogusky-presentation

http://creativity-online.com/news/design-thinking--doing/133270

http://creativity-online.com/credits/crispin-porter--bogusky/119/2

http://www.slideshare.net/icecoldvideo/dont-feed-the-board-monkeys

http://uxmag.com/articles/yes-experience-can-be-designed

http://www.montparnas.com/articles/what-is-user-experience-design/

http://www.nathan.com/ed/glossary/index.http://www.poetpainter.com/thoughts/article/ia-

summit-2009--the-fundamentals-of-experience-design-

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.sharpie.com/enCA/Pages/Home.aspxhttp://www.bcfarmersmarket.org/

http://www.tourismvancouver.com/http://www.straight.com/article-

321064/vancouver/hip-slipon-shoes-go-nativehttp://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.htmlhttp://www.sneakerfreaker.com/articles/Native-

--Plastic-Fantastic-shoes/

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-nativehttp://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.htmlhttp://www.sneakerfreaker.com/articles/Native-

--Plastic-Fantastic-shoes/http://goanimate.com/video-maker-tips/why-video-

marketing-important/http://en.wikipedia.org/wiki/Cinemagraph

REFERENCES