Research and experience mapping of a new product for Mountain Equipment Co-op. (Student Project)

1. Winter Survival Kit for MEC Allan Robinson StefRosinski Xiulung Choy

2. 1. Brand 2. User 3. User Needs 4. Existing Products 5. Opportunity Definition 6. Proposed Solution

3. 1. The Brand

4. Inspired Simple Progressive Quality Responsible Dynamic

5. 2. User

6. Demographic Male – Female 25-35 Disposable Income Environmentally Conscious Physically Fit Drivers Footprint Reduction Getting in touch with nature Self-Improvement Empowerment

7. Brand Expectations High Quality Reliability Sustainable Durable Smart Design Emotions Optimistic Forward-Thinking Caring Assertive Proactive

8. 3. User Needs

11. Feeling of guidance

14. 5. Opportunity Definition

16. Instructions, What to do?

17. Feeling that the crisis can be enduredAbility to project your location through sensory signals – Visual, Audio, Scent.

19. Experience Map

20. Experience Map

21. Experience Map

22. 6. Proposed Solution

23. Scenario “Always stay at the scene of the incident as long as it is safe to do so” John Wiseman SAS survival guide