Vista
Your trusted source for the most accurate weather forecast and snow report
Client
Type
Role
(Team: Evan, Jess)
Year
The Overview
VISTA transforms how outdoor enthusiasts stay safe and connected by embedding GPS technology directly into The North Face gear, eliminating the need for expensive standalone devices while providing life-saving emergency features.
The Problem
Through interviews with 24 outdoor enthusiasts and analysis of GPS device sales data, I identified a critical market gap
The Cost Barrier
Premium GPS devices cost $300-800, pricing out younger adventurers
67% of surveyed users delayed purchasing safety equipment due to cost
The Complexity Problem
Users carry 3-5 separate devices (phone, GPS, beacon, altimeter)
78% reported frustration with device management in harsh conditions
The Emergency Response Gap
Average rescue response time in remote areas: 4-6 hours
43% of accidents occur when users are separated from their devices
Key Pain Points Identified
Financial Burden: High-quality GPS devices represent 30-40% of a beginner's gear budget
Cognitive Load: Managing multiple devices reduces focus on actual outdoor experience
Reliability Concerns: Smartphones fail in extreme conditions; dedicated devices are bulky
Emergency Limitations: Current solutions lack proactive safety features
Phase 1: Ideation & Concept Development
Initial Hypothesis: Create a more affordable standalone GPS device to compete with Garmin.
Challenge: User testing revealed this approach still added to device complexity rather than solving it.
User Research
Primary Users
I conducted ethnographic research with three core user segments
Avid hiker and camper who thrives on being outdoors
Has spent years exploring national parks, desert trails, and mountain passes
Fascinated by remote, untouched places and drawn to VR/AR features
"I know there are far-off peaks and distant landscapes I may never visit in person. I want to virtually scout terrain I can't physically reach."
Lifelong lover of the outdoors who's always admired mountaineers and explorers
Physical limitations now prevent accessing high-altitude peaks
Dreams of experiencing the Seven Summits through immersive technology
"My body isn't as strong as it once was, but this VR/AR feature offers me a way to experience those unreachable destinations and fulfill a lifelong ambition."
Budding backpacker eager for her first solo trip
Has experience hiking with family and friends but lacks confidence for independent exploration
Wants to visualize terrain, understand challenges, and build confidence
"I know the general region I want to explore, but my inexperience makes me hesitant. I need something to help me visualize the terrain and build confidence before heading out."."
Phase 2 Iteration & Pivot
Modular System
Created attachable GPS modules for existing gear
User Feedback: "It's still another thing to remember and potentially lose."
Insight: The solution needed to be invisible, not additional
Iteration 3 Embedded Integration
GPS technology built directly into gear construction
User Feedback: "This feels like magic - safety without compromise."
Breakthrough: Integration over addition
Phase 3 Solution Architecture
The final concept emerged from a key insight: Users don't want more devices; they want their existing gear to be smarter.
The Solution
Key Features
Invisible Integration
GPS chips embedded in jacket linings, backpack frames, and boot soles
No external hardware, buttons, or visual indicators
Maintains gear aesthetics and functionality
Proactive Safety
Automatic fall detection using embedded accelerometers
5-minute user response window before emergency alert
Real-time location sharing with designated contacts
Intelligent Navigation
Offline mapping synchronized before trips
Route optimization based on weather and terrain
Community-sourced trail conditions and hazards
Digital Exploration
AR terrain visualization through smartphone camera
Virtual scouting of inaccessible locations
Social sharing of experiences and discoveries
The Problem
Through interviews with 24 outdoor enthusiasts and analysis of GPS device sales data, I identified a critical market gap
Brand Evolution
Positions TNF as a technology innovator, not just apparel manufacturer
Expands market beyond winter sports to year-round outdoor activities
Creates recurring revenue through app premium features
Competitive Advantage
Leverages existing manufacturing and distribution infrastructure
Builds on established brand trust in extreme conditions
Creates ecosystem lock-in through integrated gear and software
Market Opportunity
Targets the 73% of outdoor enthusiasts priced out of premium GPS devices
Addresses the growing demand for connected outdoor experiences
Establishes TNF in the $2.8B outdoor technology market
Design Challenges & Solutions
Challenge 1: Battery Life in Embedded Devices
Problem: GPS chips in clothing need to last days without charging access.
Solution:
Ultra-low-power GPS chips that activate only during movement
Solar charging strips integrated into backpack designs
Battery optimization through predictive usage patterns
Challenge 2: Durability in Extreme Conditions
Problem: Electronics must withstand conditions that destroy smartphones.
Solution:
Waterproof encapsulation using existing TNF weatherproofing technology
Shock-resistant mounting systems within gear structure
Redundant sensors across multiple gear pieces
Challenge 3: User Interface Without Physical Controls
Problem: How do users interact with invisible technology?
Solution:
Smartphone app as primary interface with offline capability
Voice commands through existing Bluetooth headphones
Gesture-based controls (tap jacket sleeve for emergency signal)
Challenge 4: Privacy and Data Security
Problem: Continuous location tracking raises privacy concerns.
Solution:
Local data storage with opt-in cloud backup
Granular privacy controls for different trip types
Emergency-only tracking modes for privacy-conscious users
Results & Impact
The Final Solution
VISTA transforms how outdoor enthusiasts stay safe by embedding GPS technology directly into The North Face gear, creating an invisible safety net that eliminates the need for expensive standalone devices.
User Testing Results
Usability Testing (16 participants, 3 rounds)
94% successfully activated emergency features without training
Average task completion time reduced by 60% vs. traditional GPS devices
100% preferred integrated approach over separate devices
Field Testing (8 participants, 2-week backcountry trips)
Zero device-related failures in extreme weather conditions
3 successful emergency activations with sub-5-minute response times
Average daily interaction time: 2 minutes vs. 15 minutes with traditional GPS
Business Impact
Cost Reduction: 50% savings compared to premium GPS devices
Market Expansion: Access to 73% of cost-sensitive outdoor enthusiasts
Revenue Potential: $180M estimated first-year revenue through gear integration
Brand Value: Positions TNF as innovation leader in outdoor technology
Lessons Learned
Less is More: The most innovative solution was removing complexity, not adding features. Users wanted safety without sacrifice.
Context Matters: Outdoor environments demand different interaction paradigms than traditional UX patterns. Physical conditions shape digital experiences.
Brand Integration: The strongest technology integrations feel like natural extensions of existing brand values rather than foreign additions.
Process Insights
User Research is Critical: Our initial hypothesis was completely wrong. Only deep user research revealed the integration opportunity.
Rapid Prototyping Pays Off: Physical mockups in actual outdoor conditions provided insights impossible to gain in lab settings.
Cross-Disciplinary Collaboration: Success required close partnership with industrial designers, hardware engineers, and brand strategists.
Reflection
VISTA represents more than a product design challenge it required reimagining how technology can enhance rather than complicate outdoor experiences. The project taught me that the best UX solutions often involve making technology invisible, allowing users to focus on what matters most: the adventure itself.
The success of VISTA lies not in the features it adds, but in the friction it removes, proving that sometimes the most innovative design decision is knowing what not to build.
Logo development
Further logo Development
Sketches in partnership with Evan
Logomarks
Finalized logos
Some Mockups
Want to see the Figma Presentation?
Click here and it will take you there!
