OUR SOLUTION

From our research, we identified two main user flows from which customers would seek out/need information from Patagonia: in-store, a more exploratory route, and delivered, a route characterized by customers seeking more in depth and niche information. Within these two flows, our solution was divided into two parts: the physical solution, e.g the hang tags, and the digital solution, e.g the corresponding landing pages.

PHYSICAL

In-Store Hang Tag

Patagonia customers looking at products in-store can find basic information such as size, price, and color on the tag itself, while additional information about the brand and product can be found by scanning the QR code on the back. The same QR code can be found on the item's clothing tags for future reference.

Shipping Packaging

Customers with purchased items can scan the QR code on their shipping packaging to directly access information on return/exchange policies, their order details, and interact with immersive content created by Patagonia to share their values and how their products are made.

DIGITAL

In-Store Landing Page

Scanning a QR code in-store leads the customer to the online listing for that item, featuring detailed information such as in-store/online availability, customer reviews, and product material details. The customer can also continue to explore Patagonia as a brand through their activism tag or featured stories on the website.

Delivered Landing Page

For customers with already purchased items, scanning QR codes on their shipping packaging will lead them to more curated pages centered around their orders, returns/exchanges, and product care details.

Additionally, the banner at the top of the landing page leads to an immersive video where customers can watch and learn how and where the materials for their items are sourced, sustainability measures Patagonia uses, and see how others use their Patagonia items to explore the world.

QR CODES

All respondents, many of which were older in age and identified themselves as being less savvy with technology, were familiar with QR codes and knew how to use them, commonly associating touchless interactions such as QR code restaurant menus and COVID testing sites with their introduction to QR codes.

However, users had concerns about trust when using QR codes. They wanted to know: who was putting the QR code out there, and where did it lead? In order to address these concerns, we added two simple details to our hang tag design.

STORYTELLING

A large percentage of Patagonia's loyal customers are staunch supporters of the brand largely in part because of their values of sustainability, equality, and humanitarian efforts. We aimed to reflect and emphasize these values and efforts through a banner on the order page that can be changed to display any kind of media Patagonia wants to share, from interviews with rock climbers to short documentaries on how certain materials are sourced.