Old Navy | Alana's Portfolio

*A sample of the work completed for my independent study, a semester-long capstone project conducted for a client. I was responsible for securing a client and working with them to solve a business problem. The final deliverable was a presentation of my strategic recommendations to Old Navy's brand team.

Challenge

Build brand love with customers by injecting Old Navy’s signature 'fun' into the in-store experience.

My Role:

Consumer journey mapping

Tactical recommendations

Retail experience analysis

Recollective focus group

Deck narrative & design

Stakeholder Interviews

Competitive analysis

Marketing strategy

Social listening

ROI Analysis

Brand audit

Survey

Situation

With foot traffic declining in retail stores, Old Navy wants to ensure it remains a destination.

Tension

The brand has become too heavily dependent upon messaging around discounting, as opposed to bigger picture brand messaging. As a result, the current store experience is not meeting the expectations of shoppers.

Insight

The brand's 'fun' mission and purpose is not translating well into the store experience.

Opportunity

Fun is an outcome of play, and people are craving playful experiences. There is currently a lack of consistency in playful retail experiences. Old Navy has the opportunity to make playful experiences accessible.

Brand Strategist

Challenge

Build brand love with customers by injecting Old Navy’s signature 'fun' into the in-store experience.

My Role:

Situation

With foot traffic declining in retail stores, Old Navy wants to ensure it remains a destination.

Tension

The brand has become too heavily dependent upon messaging around discounting, as opposed to bigger picture brand messaging. As a result, the current store experience is not meeting the expectations of shoppers.

Insight

The brand's 'fun' mission and purpose is not translating well into the store experience.

Opportunity

Fun is an outcome of play, and people are craving playful experiences. There is currently a lack of consistency in playful retail experiences. Old Navy has the opportunity to make playful experiences accessible.

Strategy

Integrate evergreen play into Old Navy’s stores to form deeper connections with shoppers and ignite the magic of fun.

Discovery

Trial

Purchase

BROWSING

FITTING ROOMS

CHECKOUT

Strategic Enhancements

Shoppers

Way-finding

DIY Mural

Differing Decor

Snap and Share

Buddy Button

Play Until You Pay

Surprise Bags

Receipt Riddles

Brand Strategist

Challenge

Build brand love with customers by injecting Old Navy’s signature 'fun' into the in-store experience.

My Role:

Situation

With foot traffic declining in retail stores, Old Navy wants to ensure it remains a destination.

Tension

The brand has become too heavily dependent upon messaging around discounting, as opposed to bigger picture brand messaging. As a result, the current store experience is not meeting the expectations of shoppers.

Insight

The brand's 'fun' mission and purpose is not translating well into the store experience.

Opportunity

Fun is an outcome of play, and people are craving playful experiences. There is currently a lack of consistency in playful retail experiences. Old Navy has the opportunity to make playful experiences accessible.

Strategy

Integrate evergreen play into Old Navy’s stores to form deeper connections with shoppers and ignite the magic of fun.

Discovery

Trial

Purchase

BROWSING

FITTING ROOMS

CHECKOUT

Strategic Enhancements

Shoppers

​

Way-finding

​

DIY Mural

Differing Decor

​

Snap and Share

​

Buddy Button

Play Until You Pay

​

Surprise Bags

​

Receipt Riddles