The project highlighted the effectiveness of a structured strategy and design thinking approach in identifying and addressing real-world challenges. By deeply analyzing Allbirds' operations and market position, we generated innovative solutions that align with the company's sustainability ethos- Allbrands Co.op.
Role Timeline Skills Tools
UX Research August 2022- Typography Photoshop
December 2022 Color Theory Figma
Brand Design Google Slide
UI Design Illustrator
Introduction
Allbirds, an eco-friendly footwear and apparel brand was started in 2016 by Tim Brown and Joey Zwillinger with a motive of selling shoes made of renewable material to lessen the impact of carbon footprint on the industry. The project aimed to apply design thinking to analyze Allbirds, pinpoint issues, generate ideas, and create prototypes using the "Designing for Growth" framework, focusing on personas and journey maps to develop effective solutions.
The Brief
How might we use their ‘neutral’ market position as a foundation for normalizing sustainability in the market?
The Solution
A multi-brand retail aggregation model led by Allbirds - Allbrands Co.op, creating a unique destination for sustainable consumer brands in various segments.
What is
Journey Mapping
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Value Chain Analysis
The 'What If' stage in design thinking is the ideation phase where creative solutions are explored. It involves asking 'What if?' to challenge assumptions and generate innovative ideas without focusing on limitations.
Allbirds Overview & Timeline
By 2023, Allbirds was focusing on reinvigorating its brand through product innovation and eco-friendly practices. The company optimized its U.S. retail operations and shifted some international markets to a distributor model to enhance cost efficiency. Allbirds maintained its commitment to sustainability, using materials like merino wool and eucalyptus while striving to reduce carbon emissions in its production.
Product Overview
Allbirds makes shoes and clothing using eco-friendly materials like wool and eucalyptus. Their popular products include sneakers and casual shoes that are comfortable, lightweight, and simple in design. They also focus on using natural materials to reduce their environmental impact, like their famous Wool Runners made from soft merino wool and Tree Runners made from eucalyptus fiber. The brand is all about combining style with sustainability for people who care about the planet.
Net Sales & Gross Profit
From 2018 to 2020, net sales grew steadily across both physical retail and digital channels, with physical retail sales peaking in 2020 and digital sales also showing significant year-on-year growth. Gross profit followed a similar upward trajectory, with the most substantial rise occurring between 2019 and 2020, reflecting the overall business growth during this period. Both channels contributed positively to this increase in gross profit.
Marketing
From 2018 to 2020, Allbirds ramped up its marketing efforts by collaborating with brands like Shake Shack and Adidas to enhance its visibility and reach. The partnership with Adidas aimed at creating eco-friendly footwear, combining sustainable materials from both companies, while the Shake Shack collaboration promoted their mutual focus on sustainability through creative marketing campaigns. These high-profile collaborations, along with effective digital marketing strategies, contributed to increased brand recognition, helping drive both digital and physical sales, and ultimately boosting overall gross profit during this period.
Insights
01.
Underexposed Value
02.
Under- globalized
03.
Greater online presence
04.
Sustainability at its footfront
05.
Need a bigger value attached to grow
Journey Mapping
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Insights
01.
Need Reliability
02.
Innovation
03.
Products are limited
04.
Dedicated Consumers
05.
Unable to reach technology
The Brief
After developing the personas and a shared journey map, we outlined potential briefs address a specific aspect Allbirds. This brief served as a framework for the project and guided the prototype development.
01
Brand | Positioning | Strategy
How might we strengthen/ amplify their 'neutral voice' as a brand niche?​
03
New Markets | Process Innovation
How to make Allbirds available for a wider audience to try and buy?
05
Cost Reduction | Supply Chain Innovation
How to optimize the supply chain from a sustainability and pricing point of view?
02
Brand | Positioning | Strategy
Should Allbirds continue using a Direct to Customer Strategy?
04
Brand differentiation | Marketing Innovation​
How might we differentiate the store experience to be unique to Allbirds?
06
Product Innovation | Marketing Innovation
How to get Allbirds involved in the future of material innovation?