As a hostess at Canada Goose, I modernised the in-store experience by digitising the hostess workflow, introducing Goose Forward, a refined VR (VisionOS) service that elevates the brand's luxury experience.
Canada Goose stores rely on hostesses to manage customer flow and uphold the brand's one-to-one service model, where each Brand Ambassador assists only one customer or group at a time.
While this creates a premium experience, it often leads to frustration on both sides.
The lack of clarity and transparency in the current process creates unnecessary friction and inconsistency in an experience meant to feel seamless and personal.
Digitizing this system offers a clear opportunity to improve the in-store experience. Luxury retail shouldn't rely on a 90s-style POS flow to manage a $3,000 shopping journey.
From my own time as a hostess, I saw that customers really have only three needs when they arrive: learn more about the store, browse products and start an appointment, or check in for an existing appointment so their Brand Ambassador can greet them quickly.
Designing a simple, guided digital entry point for all these paths removes confusion, reduces wait-time friction, and sets expectations from the moment a customer walks in.
While guests waited in line, they often tried to look through the glass to see the jackets. I would help as much as I could but, ultimately, as a new hire, I didn't always know what they wanted, so I frequently called the floor of hosts to tell them to walk people before they entered.
I translated this redundant into a digital flow by allowing users to browse products directly from the interface, filter gift-a-coat, whether it's a parka or a slim-fit bomber key pieces, learn essential details, and mark the items they want to try on later.
This reduces uncertainty, speeds up in-store preparation, and ensures that Brand Ambassadors can quickly track the right products as soon as they enter.
To bring the experience closer to reality, users can view 3D versions of the jackets on any selected products.
Unlike a standard website, this adds depth, scale, and a true sense of presence, bridging the gap between browsing and trying something on.
By allowing customers to rotate, zoom, and inspect coats before entering the store, the interface delivers a richer, VR-like preview that strengthens confidence in their choices and reinforces the premium feel of the Canada Goose brand.