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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.
BUDGET-FRIENDLY TRENDS 50% of shopper prioritize fast fashion for affordable, stylish looks
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OMNICHANNEL SHOPPING 70% of shoppers prefer a mix of in-store and online shopping
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SOCIAL MEDIA 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 OVER LOOK Customers prioritize product performance over style, and when items fail to meet expectations, it often results in higher returns and reduced brand loyalty
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TRUST SEEK VALIDATION Shoppers want to see products in action before buying, whether through videos or in-person experiences
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CUSTOMER-CENTRIC BRAND 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.
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“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
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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”.
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“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?
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HMW. . . empower adventurers to confidently select gear tailored to their specific needs and preferences?
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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, TYPOGRPAHY, AND WORDMARK
BEAN: GEAR FOR
EFFORTLESS ADVENTURES
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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.
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SETTING UP: Use technology to help customers choose easy, affordable products
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INVEST: Improve in-store experiences with personalized tech investment
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GROWING UP: Create an omni-channel experience linking in-store and online technologies
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ROAD MAP
BEAN ROADMAP:
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SETTING UP STAGE
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INVEST STAGE
GROWING UP STAGE
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STRATEGIC BRAND ALIGNMENT: Strengthened my ability to align a sub-brand with an established brand, balancing creativity with brand integrity.
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INTEGRATED DESIGN APPROACH: Enhanced my skill in creating cohesive design systems by focusing on aesthetics, functionality, and messaging consistency.​
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USER-CENTERED BRANDING: Deepened my understanding of human-centered design, learning how to create emotionally resonant branding that builds strong connections with users.
