Co-designing community, with women, for women
My role: Project Design Lead
My contributions & impact:
Led multi-disciplinary design team across 5-month project
Led holistic creative and process direction across research, content, and design
Led and conducted multi-method research (moderated interviews, diary studies, wireframe testing) with customer council to co-create a community model and digital product experience for a leading women's athleisure brand
The Challenge
How might we design an equitable and sustainable model for community building that is unique and authentic to the Athleta brand and its customers?
The Outcome
We convened a diverse Co-Creation Council of women to help make the brand community more inclusive, representative, and reciprocal. Together, we co-created a community playbook that defined community roles, rituals, and tools to facilitate tough conversations about personal and community identity. The work revealed that to amplify and deliver on Athleta’s purpose, it was important to uplift existing communities and work together.
The Impact
Athleta embraced the Co-Creation Council as a long-term way to build its community and invested in its growth. Today, the Council's work is showing up in the Athleta's marketing campaigns, where they are actively sharing stories of real women.
A case study summary of this work was featured as part of IDEO’s This Work Can’t Wait series linked here.
How might we design an equitable and sustainable model for community building that is unique and authentic to the Athleta brand and its customers?
The Outcome
We convened a diverse Co-Creation Council of women to help make the brand community more inclusive, representative, and reciprocal. Together, we co-created a community playbook that defined community roles, rituals, and tools to facilitate tough conversations about personal and community identity. The work revealed that to amplify and deliver on Athleta’s purpose, it was important to uplift existing communities and work together.
The Impact
Athleta embraced the Co-Creation Council as a long-term way to build its community and invested in its growth. Today, the Council's work is showing up in the Athleta's marketing campaigns, where they are actively sharing stories of real women.
A case study summary of this work was featured as part of IDEO’s This Work Can’t Wait series linked here.
Research snapshot & excerpts from final deliverable