ASSIGNMENT 2

 https://www.canva.com/design/DAGqlsWj2fA/AZ3RMXOHWHb5uDOp-Jet4w/edit

探索 Carhartt WIP TRX：从用户研究到互动空间设计

https://www.canva.com/design/DAGqlsWj2fA/AZ3RMXOHWHb5uDOp-Jet4w/edit

Interaction Design 2 Assignment 2 

User Research, Journey & Installation Design

After completing the brand and space analysis in Assignment 1, Assignment 2 shifted the focus to more in-depth user research and concept development. I chose to continue working with Carhartt as my research subject because Assignment 1 had already helped me establish an understanding of the brand’s culture and spatial tone. This time, I could explore the “user–brand–space” relationship in more detail.

1. Survey & Data Analysis Process

I first created a Google Form questionnaire and sent it to 30 respondents. The results clearly reflected Carhartt’s primary customer group:

• 73.3% are aged 18–25, mostly university students or young professionals.

• 76.7% are students, and 63.3% are interested in fashion/design, indicating they are more sensitive to spatial aesthetics and storytelling.

• Their clothing values are split: half focus on “affordable and durable,” while the other half emphasize “carefully selected” — meaning both function and style matter.

What stood out to me is that 46.7% first encountered Carhartt through social media rather than physical stores. This directly suggests that future design must consider the “online-to-offline” conversion and make the store part of social platform content.

2. User Perceptions & Spatial Preferences

From the survey, the most common impression keywords for Carhartt were “durable,” “workwear,” “minimalist,” and “raw.” The preferred space styles were “raw and rugged” and “industrial coolness,” and 60% believe that material choice is the core of expressing the brand.

This made me realize that spatial language should avoid over-decoration and instead rely on authentic materials (wood, concrete, metal) and clear structures to convey the brand’s rugged character.

In terms of spatial needs, 66.7% prioritize emotional atmosphere, followed by functional layout. This is similar to my observations in Assignment 1 when analyzing DOE — atmosphere is the reason people stay, and layout is what encourages them to explore.

3. Building the User Journey Map

To better understand the user experience, I created two detailed user journey maps.
The first covers the entire process from online discovery — entering the store — browsing — trying on — interacting — checking out, and I identified several key touchpoints:

• Visual anchor at entry: A strong entrance design or lighting installation to trigger the impulse to enter.

• Social interaction points: Young users tend to take photos and check in; spaces that naturally produce good photos increase dwell time.

• Cultural content delivery: For example, a material wall that tells the story of fabrics and craftsmanship, turning “looking at clothes” into an immersive experience.

The second focuses more on interaction points such as a smart fitting room, interactive lounge, and material memory wall — all areas where users are willing to spend extra time exploring. I also considered how these stages could link to social media sharing, such as instant photo displays or reward tokens for check-ins.

Details:

Stage 1: Discovery Phase

The user’s story almost always begins on their phone.
They first come across a friend’s Carhartt outfit photo on the Instagram Explore page — sometimes a store check-in shot, sometimes a video showcasing new arrivals. Curiosity is sparked, and they click into Carhartt Malaysia’s profile to browse the latest events and product updates.

At this stage, the mood is curiosity and anticipation. Their need is simple: to confirm whether the brand resonates with them and whether it’s worth making a special trip to the store.
The pain point is scattered information — for example, whether new arrivals are in stock or whether the store will be crowded — all of which they have to check themselves.

Stage 2: Consideration Phase

Once they decide to visit, they go to Google Maps to check the store’s opening hours and address, and often read reviews. Some also ask friends who have been there about their experience and whether there are any must-see areas or hidden gems.

At this stage, the mood shifts to planning and expectation. They arrange to visit on the weekend, often with friends.
The main pain point is the lack of real-time information, such as not being able to confirm stock availability or the store’s crowd levels on that day.

Stage 3: Preview Area

Outside the store, the first thing they notice is the glass display windows and themed entrance installation. Many stop at the entrance to look at seasonal highlights or themed setups, then glance through the glass to get a rough idea of the interior layout.

The mood here is curiosity mixed with evaluation — they are mentally assessing whether the space is worth exploring in depth.
The pain point is that if the entrance lacks a strong visual draw, or if the layout is unclear at first glance, their interest can drop.

Stage 4: Main Collection

Once inside, they head straight for the latest collection display, touching fabrics, reading tags, and comparing styles.
They care about the texture and craftsmanship of the materials, and some take time to read the brand story or product descriptions on the labels.

The mood is engagement and focus, especially for those interested in fashion or design — this is their “immersion zone.”
The pain point is that if clothing racks are spaced too closely or if tag information is unclear, it reduces the browsing experience.

Stage 5: Archive / Vintage Area

This is often considered the most interesting area. Through vintage workwear and collectible pieces, users can see the evolution of workwear from the Industrial Revolution to the present.
They carefully observe display methods, take photos for inspiration, and sometimes discuss with friends which items feel the most historically significant.

The mood is surprise and cultural resonance, because this feels more like a mini exhibition than just shopping.
The pain point is that if exhibits lack explanations or the interaction is limited, it can easily become a “look-and-leave” area.

Stage 6: Smart Dressing Room

In the fitting room, users can press buttons to change the background and lighting, making it easier to take good photos. They take full-body shots, selfies, or even short videos to post on social media.

The mood is excitement and participation, especially when the lighting and background help them capture the perfect photo.
The pain point is that if there’s a long wait, limited lighting options, or poor mirror quality, the experience suffers.

Stage 7: Interactive Lounge Area

After purchasing clothes or finishing their photo check-in, some users head to the industrial-style lounge to sit down, have a drink, and chat. They can also use commemorative coins to play a prize-draw machine, winning drinks, badges, skateboard stickers, and more.

The mood is relaxation and socializing, as this is one of the few areas where they can slow down.
The pain point is that if seating is limited or the atmosphere isn’t comfortable enough, users tend to leave quickly.

Stage 8: Material Memory Wall

Here, users can touch samples of different fabrics. The LED screen displays their origin, production process, and which items in the store use them, with the exact locations marked.
This experience gives them a more tangible understanding of the brand’s craftsmanship.

The mood is exploration and learning, especially for customers interested in workwear culture.
The pain point is that if the information isn’t presented clearly or the fabric layout feels messy, users can lose patience.

Stage 9: Lounge + Checkout

At the checkout counter, some chat with staff about new releases or brand stories, and may make final accessory purchases. Payment is often via QR code or card, and it’s quick.
After paying, they might take photos of their shopping bag or outfit and post them on Instagram with a brand tag.

The mood is satisfaction and a desire to share, and if the brand engages with their social posts, it further strengthens their sense of belonging.
The pain point is that if the checkout area is too crowded, waiting times are long, or the lighting isn’t good for photos, it can affect the final memory of the experience.

4. Installation Design: Prize Pool

I designed an interactive installation called “Prize Pool”, inspired by constructivist art and industrial aesthetics. It combines three main functions:

• Guidance Area: Uses unique shapes and lighting to draw users closer.

• Game Area: Users insert commemorative coins to play a prize draw (possible rewards include drinks, badges, skateboard stickers), creating opportunities for social sharing.

• Display & Rest Area: Shows photos taken by users in the store or allows them to leave messages on an interactive board, fostering both online and offline community connections.

Visually, I referenced the futuristic feel of Interstellar and 2001: A Space Odyssey, blending metal, concrete, and wood. This keeps Carhartt’s industrial character while making it a space core where people can sit, play, and take photos.

5. Reflections & Takeaways

Compared to Assignment 1, this work leaned more toward a people-centered approach.
I realized that user research and journey maps aren’t just about stacking data but about finding the design touchpoints — for example, I initially thought Carhartt’s users only cared about products, but the survey and journey analysis revealed that they highly value emotional experiences and social value.

When designing the installation, it was my first time merging “interactive experiences” and “brand culture” into a single object. This cross-disciplinary integration was challenging, but it also made me realize that future retail spaces may increasingly resemble public experience venues rather than just places to buy products.

6. Next Steps

Next, I will use 3D modeling to integrate the Prize Pool installation with the overall store layout. My plan is to optimize the Carhartt WIP TRX space in two directions:

• Entrance appeal: Add a stronger visual anchor to make people want to come in when passing by.

• Interaction & dwell areas: Use installations, lighting, and cultural displays to extend dwell time while creating shareable content.

Thinking：

The ultimate goal is for Carhartt’s physical store to maintain its industrial minimalist tone while offering richer experiences, so young users come not just to shop but to participate in a memorable spatial interaction.

These are all the spaces and functions I want to add to the follow-up project. I will further explore and adjust around this journey map in the follow-up meeting. This project allows me to consolidate the method of user questionnaire survey and understand the importance of research to the project.