Lead Cognitive Scientist | VF Corporation

To support The North Face in developing a standout performance product, my team and I applied patented design techniques using texture and brightness gradients generated from 3D body models. These elements were strategically implemented into the design of Contour Tech leggings to enhance the visual impression of athleticism and performance.

Through rigorous user research, we confirmed that the leggings significantly increased both perceived athleticism and purchase intent among consumers. The product launch was met with strong positive reactions in The North Face-owned retail stores as well as premium outlets like Neiman Marcus, underscoring the successful integration of cognitive science and performance wear aesthetics.