What new products and services will create the experiences our customers desire?
WHAT WE WORKED ON TOGETHER
Product and Service Innovation Strategy
Customer Experience Strategy
Deep Customer Insights
Brand Positioning and Strategy
THE CHALLENGE
How can Carhartt better serve the emerging "new" worker?
Carhartt, a highly successful,126 year-old family-owned workwear company, knew that the future of the brand lay in understanding the needs of two key consumer groups, namely, Hispanics and Millennials. We worked closely with Carhartt to gain empathy for what these consumers really need throughout their likely worklife over time, and how to develop meaningful experiences for them across marketing, retail channels, and products and services.
SOLUTION AND RESULTS
Through ethnographic research including game nights, shop-alongs, and work-site visits, we identified pain points, opportunities, and the experiences consumers desire. We developed comprehensive waveline experience maps and design principles that guided us in creating new product, marketing, and channel concepts. The concepts we generated together have entered the product pipeline, are impacting store strategies, and are directing marketing efforts. More broadly, the insights and design principles we arrived at inform all the company’s design activities.
Concepts that weave together in store, digital, and brand experiences.
PROCESS
We watched people on construction sites, for instance, trying to effectively use their clothing for protection while concerned with comfort and ease-of-motion, in occasionally very hot climates. The observational part of the work led to some breakthrough product concepts.
Worksite visits were a particularly important part of the research.
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Carhartt gave Scansion the opportunity to build on the company’s heritage as a firm that goes to where workers are, and, through empathy and keen observation, find ways to make their worklives better. It was a real privilege for us to help bring that heritage into the modern era.
STEVE DILLER
Scansion
Founding Partner
