skagen x scad
SKAGEN presented the challenge to create new experiences, functions, and designs for the SKAGEN brand, and explore new potential technologies the accessories brand can adopt.
SKAGEN x SCAD
team of 16
what I worked on
Research, strategy, service design, concept development, storytelling, presentation, video production,
The priority for the first part of the project is to identify relevant SMART, connected, and wearable functionalities based on an analysis of the needs and mindset of the Millennial generation (born between 1982–2004).
secondary research objectives
The current wearable market
Future possibilities of wearables market
Contradictions of the industry
PRIMary research objectives
How do we attract new customer categories?
How do we introduce wearables to new consumers?
How do we create excitable designs?
What are vital and missing functions?
Millennials constantly seek a product that will be a worthy and long-term investment. A product that can achieve this title is one that allows millennial buyers the ability to set, monitor, and achieve their short and long-term goals. With many millennials seeking experiences over products, it is vital that manufacturers deliver a product that aligns with millennial values and lifestyles such as sustainable product design to ensure millennials equally see the value in new age technology. The most successful products embed millennial values alongside ease of use and seamless integration into their daily lives and activities.
On a Silver Platter
While the wearables market is saturated with different options, only a small group of consumers are actually adopting these products. Why is this? The answer is simple: consumers want to have their wearable devices served on a silver platter. Consumers want wearables that should be tailored to their mental and emotional needs. Consumers are waiting for wearables to transition from device to confidant; superficial to necessary. When this happens, a device becomes much more valuable in their lives, affording and encouraging the wearer’s tranquility, happiness, and wellbeing. The next generation of adoption for wearables lies in the ability to connect the human to the device in an emotional and personal way.
“Like”, “Follow”, “Tweet”, “Snap”, and “Share”: these are just a few of the Millennial generation’s favorite terms. Each of these terms afford Millennials the ability to connect with their communities both on and offline, sharing the most important and interesting moments of their lives. Through the use of technology, especially smart devices and wearables, we can not only record, but create and share content with ease. Millennials especially seek devices and wearables that will continue to facilitate this sense of community through social interactions. This concept of wearables adds a long-term value, that leads to added sentimentality to the product.
How might we build community, foster connections, and make life more enjoyable?
How might wearables help us escape our phone and be more environmentally appropriate?
Align with SKAGEN
Minimal + Traditional
Ease of Use
Less stuff to remember
Connects to technology
Connect with people and things/technology
For various occasions
Integrate into lifestyle
This concept allows outgoing and connected Millennials to capture the most exciting and memorable moments with ease and to relive these personally recorded moments and view experiences created with friends.
Øjeblik will allow SKAGEN to expand their business model by entering into the entertainment realm of easily capturing precious moments subtly.
experience the service
connected Device + app
Alienating SKAGEN consumers
Living in the moment
Gaining new customer segments
Entering into new market - social
what I learned
To work with multiple personalities and fields.
Manage and organize multiple groups.
Learned about each field of study by going through their process.