American Eagle
UX Research
Usability Testing
Masters Project
Qualitative Analysis
This was an indirect collaboration during my Masters for Interaction Design at Duquesne University, Pittsburgh-PA. Through my professor, and American Eagle executives, I was given permission to observe behavior & conduct interviews at the AE stores in Pittsburgh during Black Friday & Christmas.
The objective was to carry out primary research, analyze and report findings with ideations on what can be improved in holiday shopping seasons. I made simple prototypes to accompany the research.
Objective & My methodology
With the Company Profile ready, the client was gearing up scaling the business and with the expansion there was a need for all design artifacts to be consistent and branded. Hence began the work on Brand Identity, Custom Art, Marketing Materials and Packaging.
Primary Research
Qual Analysis
Identified needs & Pain points
Physical
Digital
After working on The Tufted Puffin's Creative Direction through the 1.5 years - the client personally informed me about the increased company valuation and successful scaling as a result of our partnership, leading The Tufted Puffin to become a market leader in 2025. Opening 2 new locations with live events and new partnerships.
Personas
Journey Maps
After working on The Tufted Puffin's Creative Direction through the 1.5 years - the client personally informed me about the increased company valuation and successful scaling as a result of our partnership, leading The Tufted Puffin to become a market leader in 2025. Opening 2 new locations with live events and new partnerships.
Ideation board
Suggested solutions via prototypes
Usability test of prototypes
After working on The Tufted Puffin's Creative Direction through the 1.5 years - the client personally informed me about the increased company valuation and successful scaling as a result of our partnership, leading The Tufted Puffin to become a market leader in 2025. Opening 2 new locations with live events and new partnerships.
Limitations, learnings and what could be done differently?
Interested in the full paper? - Click here ->