Healthier, happier kids.
KEEN Kids
Insights Research, Service Ecosystems
Service Brand Design, Operations & Frontline Training
Web Design
KEEN has always done footwear differently – building a product brand while looking out for each other and the planet. They're a brand with a strong purpose and mission, but even with hit styles and signature design, their kids' footwear business was still missing its unique reason for being and sense of direction.
The program was an immersive service design and branding effort beginning with a deep dive into the potential value of a new kids service offering; one that would drive loyalty and introduce a new kids category focused on healthy foot and motor development. The program wrapped with with design and development.
The new service, KEEN StAgES, helps caretakers purchase footwear by stage of development, rather than size alone. Grownups can stop guessing, and confidently find, review and select the most beneficial products for their growing littles.
Building a service ecosystem tool was a critical step to support widespread required process and design changes at KEEN. It allowed the whole organization, from the CEO to brand managers, web developers and frontline staff, to all move together towards the full implementation of StAgES.
“With the right shoes delivered to my door, KEEN helps me get and keep my kids fit well, so I don’t hesitate to trust my choices and my kids can climb higher.”
Shifting the mix of business to be focused on the brands’ own e-commerce led to improved customer experience, increased loyalty (social engagement) and profitability.We love to see organizations boldly explore new ideas. KEEN had many firsts in our time consulting with them:
First service strategy
First product quiz system
First integration of frontline with strategy and strategy-led training
First completed product delivery efficiency analysis
First custom foot-sizing product
First up-cycling program connected to purchases
The website, product naming, product benefits summaries, frontline staff training, sub brand design, packaging and intro campaigns were all part of the StAgES phase one delivery. All the elements combined would get KEEN noticed and provide the support caretakers were looking for throughout their kids’ footwear purchase and use journeys.
The new website had an important job to do. As the mechanism to bring people into the community and keep them connected, it needed to communicate and operate differently than the existing site. SuperDeep directed the development and evaluation of the new UX, monitoring its usability and value – making sure it was truly serving the goal of helping to bring up healthier, happier kids.
