🎣 Orvis Open Waters Process — Danielle Loleng · Strategy, UX, UI, Branding, AR/VR

The process

Empathize & define
Ideation Design Prototype & Testing

Empathize & define

Tackling the Problem and Main Audience

Throughout the entire process, I used the Design Justice principles to guide my work. I started by doing an assessment of my own experience and getting as much information from other BIPOC anglers, from novices to experts. By interviewing fly fishing anglers and observing their opinions online, I was able to hone in their specific needs, wants, and pain points.

problem identification

I found four major areas for potential that BIPOC anglers face when they first pick up the sport of fly fishing.

User interviews

The themes I found were that the high learning curve was the hardest to overcome. Exacerbated by the fact that BIPOC, especially women of color, feel intimidated to ask questions. Also, there was a need for affordable gear.

Persona

To frame ideating and to begin to craft the story, I created the persona of Evelynn Thomas by pulling together the common experiences of overlooked anglers.

Ideation

Hatching A Solution For Several Touchpoints

After defining the main potential points I wanted to focus on, I began the ideation stage. I took initials thoughts from my user interviews and began to audit brands and products to get inspiration. Using a consumer journey, I came up with ideas for each major touchpoint and utilized affinity mapping to hone in on what was most important to create.

Design

Netting the Look, Feel, and Features

To nail down the look and feel, I mood-boarded images that were approachable and uplifting. I made sure to focus on the typical journey of my persona when building out the flows for the Open Waters app.

Mood board

I took inspiration from newer outdoor brands, illustrations, and brands that celebrate inclusivity.

Branding

I wanted the new logo to work harmoniously with Orvis' existing brand. I chose to expand the color palette, add patterns, and create illustrations to highlight the feeling of openness, modernity, and hopefulness.

Wireframes

I used the mid-fidelity wireframes to map out the information, key features, and flows that our ideal persona would need right away which includes on boarding, fishing, and review.

Prototype & Testing

Casting Out and Testing the Waters

I showed the first iterations of my solution to the the users I interviewed initiatally to get feedback. I found common themes in the feedback and made sure to make revisions accordingly.

Prototype

Taking my high fidelity screens, I then prototyped the ideal flows in order to test with the users I interviewed previously and gain feedback for revisions.

User Testing

I used a combination of video calls and remote testing to gain feedback from users and subject matter experts. Through Zoom, I would observe them during the app walk-through. Otherwise, I would send the link to the prototype and annotated screens to get their feedback via email.

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Orvis Open Waters Case Study