The intent of this project is to develop a disruptive product for the millennial market using the tools and processes that I have learnt through my time at SCAD.
Disruptive innovation creates new market and value and eventually disrupts the existing market.
how can i disrupt the competitive landscape of the disrupted eyewear industry by creating an unexpected solution?
Five Force Analysis
Large industry size
Industry dominated by a few due to brand loyalty and distribution network
Threat of new entrants
High initial capital
Strong distribution network
Existing patents put limitations
Bargaining power of suppliers
High competition amongst suppliers
Low concentrations of supplies
Low cost of switching suppliers
Volume is critical to suppliers
Bargaining power of customers
Increasing price sensitivity
Require special customization
Product is important to customers
Growing number of customers
Threat of substitute products
Limited number of substitutes
High cost of switching to substitutes
Substitutes has aesthetic and physical benefits
Customers loyal to existing brands
Strong brand story and name
Identify network emotions about purchasing or selling eyewear
Identify network needs, goals, preferences and challenges
Identify current network communication frameworks
Observing a local eyewear store
Being the customer
Design sensitive crowd
The target market I chose is the same as my competitors within the disrupted eyewear industry. Millennials who are design sensitive, educated and trend conscious. I created three key personas that are potential customers for the brand and who need eyewear.
insights to opportunities
I began by throwing ideas for each of my How Might We questions. I tried a version of applying it to the journey. Finally I understood that I was having trouble prototyping experiences. I realized that these HMW questions were related to each other and the intersection would provide a competitive edge to the company. I began mapping my initial ideas onto the map and then categorized promising ideas into
Epic Concepts - RED
User Stories / Ideas - ORANGE
Solutions or tasks to specific issues - YELLOW
Chosen concept: One Stop Shop
For design sensitive customers
who want to see, be trendy and be self expressive by using
our subscription service to modular eyewear.
We do this by allowing customers to design their own eyewear every month or yearly.
Unlike Warby Parker, Zenni and Luxottica,
our eyewear is unique to the customer’s personality, mood and OOTD.
FRAME is an eyewear company that provides subscriptions to modular frames through an online platform while customers own their prescription. In addition, the company assists customers through the process of purchasing eyewear by setting up appointments with the nearest optometrist in their insurance plans, providing reminders and sending them eyewear to try at home. Finally, out-of-circulation frames with prescriptions are donated to those in need.
A brand that …
Responsible: Gives back to the community.
Imaginative: Brings out the creativity in the customer.
Exclusive: Unique to each customer.
Caring: Takes care of the needs and wants of their customer.
Fashionable: Sets trends.
Innovative: Leverages current trends.
Affordable: Provides quality service and product at affordable rates.
Simple: Used like an appliance.
what I learned
The process shows you the path.
To experiment with the tools to my benefit.