Field study, Usability testing, UX Design
Leading with Merino
Icebreaker is an outdoor clothing brand with a twist: they only sell merino wool garments. From a solo entrepreneur to an international brand selling in stores across 30 countries, Icebreaker was ready to enable ecommerce beyond its US only website. Icebreaker wanted to retain their growing leadership in the merino outdoor clothing market and they wanted online users to have the best experience possible. Icebreaker sought guidance from Experience Dynamics.