skagen x scad

 

challenge

 
 

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

10 weeks

team of 16

what I worked on

Research, strategy, service design, concept development, storytelling, presentation, video production,

 
 
 

target audience

 

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).

 
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research

 

secondary research objectives

  1. The current wearable market 

  2. Future possibilities of wearables market 

  3. Contradictions of the industry 

  4. Key archetypes

PRIMary research objectives

  1. How do we attract new customer categories?

  2. How do we introduce wearables to new consumers?

  3. How do we create excitable designs?

  4. What are vital and missing functions?

 

findings

 
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Worthy Investment

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. 

 
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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. 

 
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Social Exchange

“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. 

 
 

ARCHETYPES

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insights

1.

How might we build community, foster connections, and make life more enjoyable? 

2.

How might wearables help us escape our phone and be more environmentally appropriate?

 
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design criteria

Brand-Right

  • Align with SKAGEN 

  • Hygge principles

  • Minimal + Traditional

Ease of Use

  • Battery life 

  • Less stuff to remember

  • Connects to technology

Connection

Connect with people and things/technology

Adaptable 

  • For various occasions

  • Integrate into lifestyle

 
 

solution

 

Øjeblik

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.

 
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experience the service

 
 

connected Device + app

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obstacles

  • Storage limits 

  • Alienating SKAGEN consumers 

user benefits

  • Staying connected 

  • Reliving moments 

  • Living in the moment 

skagen benefits

  • Gaining new customer segments 

  • Entering into new market - social

 
 

what I learned

 
  1. To work with multiple personalities and fields.

  2. Manage and organize multiple groups.

  3. Learned about each field of study by going through their process.