Solburst Score: Manitobah Mukluks
My feet are cold. ALL. THE. TIME. Yes, even in the summer. But in the winter it is BRUTAL. I’ve tried every sock on the planet, multiple socks at once, and every snow boot I could find with no luck until this year.
I needed snow boots after moving back to the northeast, but I had already accepted defeat when it came to warmth. This time, I was focused on comfort and looks. Lots of expensive, well-made snow boots I’ve had in the past feel like heavy tires around my feet and pull on my knees when I trudge through snow. I was determined to find something better, so I started searching for moccasin boots.
I love the look of moccasins in general, but I also knew that natives had worn them forever with great success in harsh climates. You can imagine how excited I was when I found Manitobah Mukluks after a quick Google search. But I was still skeptical. The Manitobah boots looked super cute and fun, made with high-quality, genuine materials. They looked comfortable and the company claimed that the boots would be waterproof and warmer than anything I had tried. Too good to be true, right?
So I waited and waited. And waited some more as I usually do when I need to purchase something important (idk, why). Until finally my feet were so cold I couldn’t walk outside for more than ten minutes without them feeling like they were engulfed in the iciest flames imaginable.
When I had to make a last minute trip to Salt Lake City in December, I ordered them and had them delivered overnight, desperate for relief at home but also hoping they’d make my trip more enjoyable. They arrived a few hours before my flight and ADM, y’all. I’m in love.
EMERGENCE
A. Contour (9/10)
Differentiation: How does the shape of the product compare to the competing shapes around it on a shelf?
I’m going to focus here on the actual boot. Boxes are boxes--it’s hard to differentiate without color, but I appreciate a brown, sturdy, recyclable cardboard box, so let’s stick to the shoes. Moccasins have a distinct shape and structure, so the Manitobah boots stand out in a big way when next to the Sorel and Ugg varieties. The fringe and fur accents also give the boots a distinct form and texture unlike most other boots on the market. These components may not create shapes that appeal to all, but they are undeniably unique and striking.
Thoughtfulness: Is the shape of the product designed for human use, or does it have any bearing on the health of the planet?
The shape of the Manitobah boot looks natural. It isn’t bulky or rigid, and the natural materials (furs, skins, suedes, and leathers ) are sourced from tanneries that buy the materials from a variety of farmers that sell meat for food. In other words, Manitobah is using materials that would otherwise be considered “waste” and utilizing them to make its products the way our ancestors did for centuries. Some people have a huge problem with furs and skins, but having native roots and knowing that I had family who lived off of the land and wasted nothing makes the Manitobah boots feel familiar, authentic and organic.
Organization: How does the organization of the icons or words on the product compare to others and orient our attention?
One of the things I love about Manitobah’s design is how distinct it is without the name or company icon plastered all over the product. The name and icon are incorporated in subtle ways, leaving the company’s styles and materials to speak for themselves. Eyes are first drawn to the arrangement of materials instead of icons or words.
One symbol that you’ll find on all Manitobah products is a small diamond, unrelated to the company logo or icon. Still, using a diamond or diamond motifs makes sense for the Native-owned company because diamonds have been used by many native cultures for centuries. Manitobah diamonds are beaded in colors matching the product they’re on, so they are noticeable without being too distracting.
So why a diamond? The first inhabitants of North America used the diamond shape to represent the wind, or a force they believed to be a divine messenger. In Latin America, for example, The Aztec wind god, Ehecatl (a facet of Quetzalcoatl), was believed to blow the moon and sun into orbit. What a beautiful symbol to place on each product.
*Cue Grandmother Willow’s song, “Listen with your heart”*
B. Color (6/10)
Context: How do the conditions affect the way we experience the chosen color(s)?
Most of Manitobah’s colors are earth-tone colors. The boxes are brown and the majority of the products are shades of brown and black. This is to be expected given the materials used. In terms of conditions, Manitobah has done a great job at showcasing its products in beautiful snow-filled and outdoor photos, making the products really pop while also looking natural. Most products purchased in the USA happen online, so photography is everything. For extra pops of color, check out Manitobah’s story boots--they are incredible.
Contrast: Does the design master the use of contrast through color?
Again, Manitobah doesn’t shine bright on the contrast scale, but very few people are looking for an everyday winter boot with lots of crazy contrast. The company contrasts whites, blacks, greens, and browns in natural and subtle ways.
Meaning: Do we find the tonal value of the colors appropriate for the suggested product use? How do they make us feel?
Manitobah’s earth tone colors are perfect for surviving the elements and ideal for staple wardrobe pieces. Few people want their everyday pair of shoes to be rainbow-colored. Even Manitobah’s story boots make bright colors secondary to an earth tone base.
So why do we favor browns, blacks, and grays for shoes? Earth-tone colors are often thought of as dull or devoid of life in many settings, but when it comes to particular goods, earth tones reign supreme. For shoes, and winter boots in particular, natural colors evoke a sense of strength and reliability. For example, brown often makes us feel solid, like the earth, and is associated with warmth, resilience and comfort. Black, in this case, makes us feel sleek, mysterious, powerful, and bold in a natural sort of way. And gray is the color of neutrality, balance, and wisdom, carrying the luxuriousness of black without the dark mystery. Overall, earth tones make us feel like we can take on the elements, no matter how cold it is.
C. Content (8/10)
Clarity: Is the content easy to pronounce and does it quickly communicate a company’s vision?
Manitobah’s name, while perhaps foreign to most, is easy to pronounce. Visitors to the company’s homepage are immediately met with the company’s vision:
“As an Indigenous-owned company, our vision is to build a vibrant, global brand that makes a significant impact in Indigenous communities. Thank you for walking with us.”
Cleverness: Is the content (name, slogan, etc.) creative and memorable?
The content (company name, product names, etc.) are traditional rather than creative. And while I didn’t have a problem remembering the company and main product names, my husband did.
Manitobah is named after the Canadian province of Manitoba. The “h”, I was told, was added for distinction but for no other purpose. I interviewed a customer service representative via the company’s online chat to learn more about the logo and icon.
In terms of product categories, mukluks are a soft boot, traditionally made of skins and worn by Arctic natives, including the Inuit, Iñupiat, and Yupik. Moccasins, which people are more familiar with, are shoes historically made of skins or soft leathers and worn by many indigenous tribes of North America. Specific product names are relevant to Indigenous imagery, but not given further explanation. Nevertheless, they’re complementary and easy to remember.
Compulsion: Does the content convey passion that compels us to buy?
Seeing Manitobah’s vision before any of its products is a powerful indicator of where the company’s loyalty and focus lies. If you’re interested in supporting Indigenous communities and if you appreciate Indigenous craft as much as I do, then it’s difficult not to browse, much less buy, any of Manitobah’s products. The rest of the company’s website does a great job at describing the history of some of the tribes in Canada and the craftsmanship behind the products they make. It is clear that the company values the art of storytelling. I wish it would share a little bit more behind the meaning of names and/or symbols, but overall, the company’s content is compelling.
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My Manitobah winter boots are one of the top 5 products I’ve invested in over the course of my life. I’d given up on having boots that kept my feet dry AND warm, especially a boot that looked cute in the process. Manitobah has been the best surprise. Its products are beautifully designed, well-made, and incredibly effective. The company’s appreciation of storytelling and its Indigenous ownership makes me proud and eager to tell the world that its products are the absolute best!
EXTENDABILITY (NEW!)
A. Utility (5/10)
Time: Does the company choose the right time and cadence to introduce another touchpoint?
Aside from visiting the company’s website, the targeted online advertisements that follow, seeing Manitobah on Instagram, and wearing the product, I haven’t experienced any touchpoints. This may not be the same for Canadian citizens, but if you live in the U.S. and want Manitobah products, you’ll need to initiate engagement.
Place: Is the engagement shared through the appropriate channels?
Again, this may be different in Canada, but there is definitely room for improvement here in the U.S.. Manitobah’s products are so great, it’s a shame that more people don’t know about them. Then again, maybe this is on purpose. Not sure if the company has limits to the business it can or want to handle and if it is trying to be exclusive. If not, it may be doing better in this department in its home country and working to improve it in others.
Quality: Does the engagement meet or exceed the expectations set during the emergence experience?
As I’ve said earlier, Manitobah’s website is great. It’s Instagram account is decent, and it invites its followers to engage with them through its weekly photo challenge called #MocMonday. (Post a unique photo of your Manitobah footwear on a Monday using the #MocMonday hashtag and you could win a $100 gift card!) The product packaging is great, although I wish the shoes would come with a dust bag. But the best touchpoint (by far) is the product itself. Every time I put my boots on in the winter (which was almost daily), I’d announce what a brilliant choice it was to buy them. Annoying, maybe, but true and worth it.
B. Understanding (8/10)
Intuition: Does the engagement uncover the deep subconscious values we are looking for in the market?
Trust. We’re all looking for companies we can trust, no matter the market. And for products that are only or primarily online, it’s essential for digital design expressions to create trust because without it, products won’t sell. One of the best ways to establish trust is through content and Manitobah’s content passes the test. The company spends more time building trust than pushing products. Sharing the company vision at the very top of its home page is proof. Another great example of content building trust is Manitobah’s video clips (on its website and social media accounts) of models wearing its famous mukluks in the elements and jumping in puddles. It exposes the product, but it also puts it to the test. Content like that is a strong testament to the company’s values--in this case, Manitobah’s courage, creativity, and curiosity.
Empathy: Does the engagement embody the human challenges we face now, and those to come?
We’re all looking to be warm and/or comfortable. Humans have been searching for warmth and comfort since the beginning of time and will continue to search for warmth and comfort as long as they’re alive. Sure, many of us want to look fashionable and are willing to go to great lengths and pains to do so, but after a certain point, warmth and comfort are higher priorities. But can we be warm, comfortable, AND fashionable? That sounds impossible, right? This is why Manitobah is a dream come true. So while Manitobah boots might not compare to Valentino stiletto leather knee high boots, they’re much more reasonable for walking through snow and better looking than the high fashion moon boot alternative (but maybe that’s just me).
Solution: Does the engagement make the brand a go-to solution for a problem?
Absolutely! I was intrigued when I read Manitobah’s stories and statements on its website. But the content that really got me hooked? The videos of its mukluks in action. And now I want so many other Manitobah products--the mittens and slippers are at the top of my list!
C. Unity (7/10)
Diversity: Does the engagement build a tribe of diverse people based on shared values or passions?
This question is, in some ways, hard to answer for Manitobah. I don’t know anyone else who owns its products and I also don’t know how diverse its customers are. That being said, it’s an Indigenous-owned company in Canada sharing and selling quality Indigenous products to any interested persons around the world. I love that the company has used diverse models on its site and social media accounts. Its products fit people of all colors, shapes, and sizes.
Sentience: Does the engagement prove that the brand is aware and responsive to trending or troubling issues?
Yes, it is obvious that Manitobah knows customers are looking for companies who can deliver on quality, longevity, sustainability, and authenticity. The company balances written content that expresses its principles and standards with pictorial content to prove that it is aware.
Simplicity: Does the engagement provide natural and simple ways for us to connect with one another?
The unique design of the mukluks and moccasins make Manitobah products quite the conversation pieces. I’ve had lots of conversations about Manitobah with relatives, friends and complete strangers.
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After Manitobah first emerges, the company meets and exceeds expectations in subsequent touchpoints. Manitobah creates a meaningful design experience by sharing its values and delivering courageous high-quality content that focuses on building trust. The company could use more design expressions, but the expressions it has created display deep understanding that resonates with diverse peoples. I’ve enjoyed watching Manitobah’s product line expand over the year and I look forward to seeing its design expressions evolve and extend further to other channels and parts of the world.
Visit the company website to start your experience and order Manitobah products online : www.manitobah.com
EMOTION
A. Rousing (6/10)
Psychology: Does the experience design correspond to our emotions and capabilities?
Manitobah and its products are not sparkly or shiny or bright. They grab our attention in a different way than most other companies and products I’ve studied through Solburst. Manitobah is intriguing, like a good story you want to learn more about. There’s skepticism, but enough interest to keep you reading. The Manitobah experience isn’t entrancing, but it offers a depth that is as effective--and in some ways even more effective--than other more sparkly design experiences provide. It’s less of a kid-in-the-candy store experience and more of a adult-in-the-Dolomites experience--more sophistication, less superficiality.
Authenticity: Does the experience design appeal to emotion through genuine and consistent interest?
Manitobah is genuine in its approach. The company could do better on consistency when it comes to outreach, but that being said, it does spend more time building trust than pushing product, which is admirable and more beneficial in the long run. Focusing on getting as many eyeballs on what you’re selling is a thing of the past. Trust has become an even stronger currency.
Magic: Is the design experience more attractive than the product/service offered?
No, for the first time in my studies, no. There isn’t a design expression that Manitobah has created that compares to how amazing it is to wear or use its product. This is the ultimate challenge for the company--how to create a design expression that is as wonderful as or better than the product design. Right now, the digital design experience that Manitobah offers is full of goodness--it’s wholesome, natural, comforting. But the experiencing the product takes the goodness to another level.e I have trouble answering this question for a design experience I reviewed on the site. I think OCHO’s experience and product offering are even. The experience is great, but so is the product. This isn’t bad, and there are obvious limitations to what you could do with a candy bar, but there is room for improvement in terms of how to engage with people when they pick up an OCHO bar or are enjoying one.
B. Reliable (7/10)
Transparency: Is the experience design vulnerable and open about company practices and culture?
YES. Manitobah does this better than most companies. The company is transparent about why it exists, what materials it uses, who makes its products, and how effective the products are. But I’d challenge Manitobah to be even more open and provide more information behind names and product designs, more videos of the process and how its local and international production processes differ, and who benefits and how. There is always room for improvement, even when you’re one of the best.
Action: Does the experience design communicate values and prove that the company keeps promises?
Manitobah is great at communicating values as I’ve mentioned many times throughout this study. The company claims that it makes an impact in Indigenous communities, and I don’t doubt it. Still, it’d be nice to see more of the impact it has beyond a few general bulletpoints. Perhaps offering stories of some of its leading craftsmen and women, or others that sell Storyboots on the site and receive 100% of the proceeds. The company also partners with the Centre for Aboriginal Human Resource Development (CAHRD), a non-profit, human resource development organization that delivers education and training to the urban Aboriginal population in the company’s hometown of Winnipeg. How many Indigenous students have attended college with Manitobah’s help? How many Indigenous individuals in the area have found better employment? All of this information would strengthen the relationship Manitobah has with its potential and existing customers.
Commitment: Is the experience design representative of the company’s dedication to customer service?
The company’s FAQs demonstrate consideration for customer concerns and I’ve always had a great experience using the online chat service on the Manitobah website. When I couldn’t get my order in time during the busy holiday season, I was directed to Amazon for a faster shipping experience through another trusted seller.
C. Resonant (8/10)
Archetype: Has the experience design aligned itself with a particular theme to appeal to our ego, emotional state, need, or aspiration?
Manitobah aligns itself with exploration, coexisting comfortably with the harshest climates, and getting out into nature. When compared to other winter boots and brands, it is clear that non-conformity is a hallmark of Manitobah. The company revolves around a culture that values individuality and freedom. The quality and beauty of Manitobah’s products will interest many but will especially speak to those who are naturally independent, authentic, and curious.
Optimism: Does the experience design acknowledge and respect human struggles, and inspire hope?
Yes! Manitobah makes the original winter boot of America (mukluk). The company’s mukluks are warm, breathable, comfortable, beautiful, functional, and authentic. They are rated to -25 degrees F and some are waterproof. The craft of the mukluk shows the utmost respect for human struggles in the harsh winter months and inspires hope for comfort and durability.
Courage: Does the experience design focus on the big picture and push boundaries?
Manitobah’s courage is found in its loyalty to its ancestry. The company has taken a craft that has been practiced and used successfully for thousands of years, and made it better with today’s technology without losing the art and meaning behind what the craft produces. Manitobah is fighting for a dying way of life--one that can be improved with new knowledge and tools but deserves more respect and preservation. We’re witnessing more and more companies like Manitobah prove that sometimes the old way, is the organic, high-quality, way we find ourselves yearning for.
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Manitobah's design experience is unique. It doesn't compare to the bright and colorful products I've previously shared on the site, but its strength lies in creating trust and reliable products, and it conjures up the feelings we want to have when we're braving the cold and snow. In fact, this summer girl has experienced the sensation of missing winter for the first time in her life--and it's all because of Manitobah!
En Español: (disponible muy pronto)
EMERGER
A. Contorno (/10)
Diferenciación: ¿Cómo se compara la forma del producto con la forma de los productos de la competencia en el estante?
Consideración: ¿La forma del producto está diseñada para uso humano o fue diseñada para mejorar las condiciones ambientales?
Organización: ¿Cómo se compara la organización de los iconos o palabras en el producto con otros y orienta nuestra atención?
B. Color (/10)
Contexto: ¿Cómo afectan las condiciones a la forma en que experimentamos los colores elegidos?
Contraste: ¿El diseño usa contraste a través del color?
Significado: ¿Es el valor tonal de los colores apropiado para el producto? ¿Cómo nos hacen sentir estos colores?
C. Contenido (/10)
Claridad: ¿El contenido es fácil de pronunciar? ¿Se comunica rápidamente la visión de la empresa?
Inteligencia: ¿Es el contenido (nombre, eslogan, etc.) creativo y memorable?
Compulsión: ¿El contenido transmite pasión que nos obliga a comprar?
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EXTENSIBILIDAD (NEW!)
A. Utilidad (/10)
Tiempo: ¿La empresa elige el momento y el ritmo adecuados para introducir otro punto de contacto?
Ubicación: ¿Se comparte la interacción de diseño a través de los canales apropiados?
Calidad: ¿El compromiso cumple o supera las expectativas establecidas durante la primera experiencia de diseño?
B. Comprensión (/10)
Intuición: ¿La experiencia de diseño revela los profundos valores subconscientes que estamos buscando en el mercado?
Empatía: ¿La experiencia de diseño encarna los desafíos humanos que enfrentamos ahora y los que vendrán?
Solución: ¿La interacción de diseño hace que la marca sea una solución para un problema?
C. Unidad (/10)
Diversidad: ¿La interacción de diseño construye una tribu de personas diversas basadas en valores o pasiones compartidas?
Responsivo: ¿La interacción de diseño muestra que la marca es consciente y responde a problemas populares?
Sencillez: ¿La interacción de diseño proporciona formas naturales y sencillas para que nos conectemos unos con otros?
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EMOCIÓN
A. Conmovedor (/10)
Psicología: ¿El diseño de la experiencia corresponde a nuestras emociones y habilidades?
Autenticidad: ¿La experiencia del diseño apela a la emoción a través de un interés genuino y constante?
Magia: ¿Es la experiencia de diseño más atractiva que el producto / servicio ofrecido?
B. Fehaciente (/10)
Transparencia: ¿Es la experiencia de diseño vulnerable y abierta sobre las prácticas y la cultura de la empresa?
Acción: ¿La experiencia de diseño comunica valores y demuestra que la empresa cumple sus promesas?
Compromiso: ¿Es la experiencia de diseño representativa de la dedicación de la compañía al servicio al cliente?
C. Resonante (/10)
Arquetipo: ¿Se ha alineado la experiencia de diseño con un tema en particular para atraer a nuestro ego, estado emocional, necesidad o aspiración?
Optimismo: ¿La experiencia de diseño reconoce y respeta las luchas humanas e inspira esperanza?
Valor: ¿La experiencia de diseño se centra en el panorama general y empuje los limites?
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