High tech outdoor gear that conserves the land it helps users explore.
Gaard One specializes in modular, high tech outdoor gear. Its multi-generational stakeholders share a love of the outdoors, which is why they recently made the decision to pivot to a 1:1 business model. Known as Spend One, Gaard the company conserves one square foot of land for every dollar spent.
Stakeholders were excited to make a move that aligned their business with their values—but also unsure about how to clearly communicate their mission and what strategy their business should follow as it moves forward.
• Collaborated with a team of four ux designers to develop a multi-touchpoint design strategy for the company.
• Designed interactive profile pages, maps, and blog for the website.
• Developed a content strategy across social media platforms.
• Wrote and designed an implementation roadmap.
Understanding the real target market
A deep dive into Gaard One’s current strategy, customer base, and competitors provided us with three insights:
1. Gaard One needs to narrow its target market.
2 out of 3 target markets were not as significant as they thought and were the least likely to be interested in its mission of land conservation.
2. Gaard One’s actual target market is likely to be enthusiastic about its mission—but wouldn’t base their purchasing decision on that alone.
Young, urban professionals are environmentally conscious but still put gear performance first when deciding what to buy.
3. Quality + unique tech features are the most important factor when customers decide to make a purchase.
That their purchase dollars would also save a specific patch of land is considered a feel-good bonus.