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CLIENT
The North Face Concept
ROLE
Brand & UX/UI Designer
YEAR
2025
DELIVERABLES
Product Strategy, Embedded Hardware UX, Mobile Interface, Brand Identity
GROWTH MARKETING
Product positioning / Access strategy
MOBILE UX UI DESIGN
Embedded hardware UX / Usability testing
GRAPHIC BRAND DESIGN
Custom logo marks / Technical gear renders
OVERVIEW
Embedded GPS in outerwear and backpacks makes outdoor safety part of existing gear.
THE PROBLEM
Cost Barrier
Standalone GPS beacons cost $300 to $800.
Device Fatigue
Hikers manage 3 to 5 devices and their batteries in extreme weather.
Response Gap
Remote rescue response times average 4 to 6 hours.
RESEARCH & INSIGHTS
Invisible Safety
Adventurers want smarter gear, not more devices to manage.
Pivot Breakthrough
Loose GPS attachments were easy to lose. Embedded chips removed the friction.
THE SOLUTION
Invisible Integration
Ultra low power GPS chips in jacket linings and pack frames.
Proactive Safety
Fall detection allows a 5 minute response before emergency alerts.
Smart Navigation
Offline maps synchronized before trips with AR terrain visualization.
KEY IMPACT & LEARNINGS
Usability Testing
94% activated emergency features without prior training.
Efficiency
Daily device interaction fell from 15 minutes to 2 minutes.
