How might we strengthen the relationship and loyalty of customers to a physical goods brand in a digital space?
Ultra slim executive summary
Who? Just me. This was a solo school project.
When? February, 2017— One month turn around What? Responsive website for uploading photos of your used Field Notes notebooks
Why? To strengthen ties to the brand; allow customers to be a part of a collective story. Additionally encourages collecting and using notebooks.
“Regular people working really hard”
Field Notes as a brand values nostalgia, and honoring the past. It's all about patina. The more used a notebook, the more it's been loved.
The patina tells a story. Field Notes is about little moments of joy, delight, and surprise. It's a celebration of honest, everyday people.
Field Notes was inspired specifically by old dime novels and memo books handed out by seed companies as advertisements. They have a page on their website that highlights Aaron Draplin's collection of these books. This is where my idea came from.
This project was structured like a real client project. We were responding to a brief, and in that brief it asked that we bring some early style frames to get client buy-in.
This is what I started with; an augmented version of the Field Notes website with a showcase of customer's notebooks.
After the first round of style frames, I made an IA map to define the structure of the site. Since this was pre-research, it was based on assumptions and educated guesses.
Wireframes and paper prototyping
I did several rounds of iteration wireframing, some on paper, some digitally. I ran these little prototypes by some peers to discover early usability issues and to validate the concept.
Quantitative survey: 174 responses
Goal of the Survey My goal was to gauge interest, determine key motivators, demotivators, awareness around the brand, and get some cool ideas for topics/uses of Field Notes to feature.
Sourcing Participants I posted this survey on Reddit in several different Subreddits. It was the top post of the /r/FieldNuts page for about two weeks straight, giving me a lot of traffic.
Findings The sheer amount of data let me see at a macro scale whether people would be at all interested in this, and if so, what they would be looking for. A lot of their responses were invaluable to me and the process of this project.
Wrapping it up
This project allowed me to get pretty close to a comprehensive quantitative study of a brand's customer base. Namely, because the fans of Field Notes are very passionate and the platforms I used to distribute the survey were effective.
Working with that data, and with a group of super fans that cared so much about the product was a huge source of inspiration. There's just something about these notebooks.