1
Shoes batchu durbin franek & santos.
design synthesis
spring 08
value statement
Providing runners with new opportunities to make well-informed and relevant decisions when tracking down shoes.
2
tracking journey
3
“I need shoes”
Research
Compare
Select
Educate on shoe specs & brand values
Understand differences & risks
It’s me or I’ve narrowed down my choices
Locate
Store(s) near me
Explore
Purchase
Try on / engage
It’s me & It fits my needs
decision making factors sensorial
“I need to touch, smell and try on my shoes to make sure they fit.”
informative “I need to understand how the shoe’s technology, materials, etc. will help me engage in my activity.”
4
relevant
“I need to make sure the shoe I buy has meaning and aligns with my personal values.”
principles 1. Allow consumers to test the feel of a shoe while they are engaging in their desired activity. 2. Enable consumers to understand the risks involved with lifestyle activities while providing tools to manage possible risks. 3. Enable customers to understand the benefits and ergonomics of different materials and technology for their activity. 4. Create ways for consumers to see their personalized shoe options throughout the shoe selection process. 5. Utilize technology for personalization efforts and social activity networks. 6. Create transparency around company values to help consumers align their own personal values.
5
principles 1. Allow consumers to test the feel of a shoe while they are engaging in their desired activity. 2. Enable consumers to understand the risks involved with lifestyle activities while providing tools to manage possible risks. 3. Enable customers to understand the benefits and ergonomics of different materials and technology for their activity. 4. Create ways for consumers to see their personalized shoe options throughout the shoe selection process. 5. Utilize technology for personalization efforts and social activity networks. 6. Create transparency around company values to help consumers align their own personal values.
6
7
trends
opportunities
trend map
8
Life on Demand People Empowerment
Trans-Culturalism Experientialism Nationalism
Social Culture
Business
Fair Labor Rapid Production Artefact Story Emerging Markets
Shoes Imprinting
Overwhelming
Hyper-Connected Social Networking Mobile Solutions Paradox of Choice
Market
Technology Environ.
Sustainable
DIY Multi-Channel Strategies Co-Creation Multi-Channel Strategies
top trends
Totals 9 11 10 15 14 11 11 14 14
Trends Life on Demand Experientialism Paradox of Choice Social Networking Sustainability Co-Creation Multi-Channel Strategies Rapid Production Artefact Story (Brand)
9
Significance 6 10 9 7 6 9 8 8 9
Uncertainty 3 1 1 8 8 2 3 6 5
10
scenario planning
scenario spaces
11
Customized
My Closet Brand Dilution My Identity
Brand Identity
My Closet Stock
DIY
It allows for a shoe identity profile. Every pair has documented the places the runner has been. The shoes hold information that makes up the users criteria which is helpful when comparing shoes.
scenario spaces
12
Customized
My Closet Brand Dilution My Identity
Brand Identity
My Closet
DIY
It allows for a shoe identity profile. Every pair has documented the places the runner has been. The shoes hold information that makes up the users criteria which is helpful when comparing shoes.
Stock Virtual Social
Shoe Tour
Brand Story
Brand Story
My Story
Shoe Tour Physical Social
Social Network
It assists the consumer in selecting shoes based on a desired running tour. The physical location, terrain, climate and fellow runners select the shoe, eliminating any confusion on what is appropriate for the run.
scenario spaces
13
Customized
My Closet Brand Dilution My Identity
Brand Identity
My Closet
DIY
It allows for a shoe identity profile. Every pair has documented the places the runner has been. The shoes hold information that makes up the users criteria which is helpful when comparing shoes.
Stock Virtual Social
Shoe Tour
Brand Story
Brand Story
My Story
Shoe Tour
Social Network
It assists the consumer in selecting shoes based on a desired running tour. The physical location, terrain, climate and fellow runners select the shoe, eliminating any confusion on what is appropriate for the run.
Physical Social Multi-Channel
Smart Service
Smart Service My Story
Brand Story
Brand Story
Single Channel
Multi-Channel
It creates multiple channels of information that adapt to the consumer creating a valuable dialogue between the user and the industry. This service would help the user narrow down the many shoe types in the industry.
concept evaluation
14
Concept Evaluation with considering weightages for criteria
Six Pack of Shoes
Testing Facility Store Try Before you Buy
Shoe Advisor
Grand Total
Total
Shoe Destination
Scalability
Revenue Opportunity
Marketable
Branding Potential
Business Value Criteria
Process Efficient
2.4 1.6 1.6 2.4 1.6
Total
Practical
Convenient
Efficient
Sensorial
Informative
User Value Criteria
Relevant
Weightage 2.1 1.4 1.4 0.7 0.7 2.1
Consumer Testing is ableFacility to try on Store the shoe within a gym 5 type 5 atmosphere 5 5 5 and5 participate 42 in their 5 activity 5 5 5 5 52 The consumer Try Before is promised you Buy an opportunity to test 5 the5 shoe 5 before 5 5they 5have 42to pay for it.5 5 5 5 5 52 Choosing Shoe a destination Destination is like choosing a shoe4store. 4 Your 5 shoes 5 5come4 with 36your travel package. 5 4 5 5 5 50 This would Sixsell Pack oneofshoe Shoes that could be featured4 in 62 different 4 5ways. 5 Possibly 5 34 a color sleeve 5 in5 6 different 5 5 colors. 5 52 Performance Metric 5 5 4 5 4 5 42 5 5 4 3 5 44 Shoe Advisor 5 5 4 4 4 5 39 4 4 5 4 5 46
94 94 87 86 86 85
Business Value
Concepts
Shoe Locker Hyper Bazaar Netflix/ Zappos Celebrity n Me Shoe Metrics Shoeser Study Performance Metric Ad Campaign Footprint Chronicles Visible Manufacturing Gym Shoe Olympiad Shoe Club Physical Profile Tracking Label Smart Service BrandedIn Educating Consumer Simulated Environment Re-Writeable Skin Retail Eecycling Liquid Mold Shoe Cha Cha Posturepedic Packaging Rubix Shoe Running Tour Geo Locator Transmitting Data Shoe Passport
Shoe Locker 5 4 5 4 3 5 39 4 5 4 4 5 45 83 being able Shoe to guage Metrics activity based on a level 15through 4 5. 5 5 being 4 4more5 intense. 39 5 4 5 3 4 44 83 Netflix/ Zappos 5 4 4 5 4 4 36 4 4 5 4 5 45 81 The consumer Visiblewould Manufacturing be able to watch the shoe4 being 5 manufactured, 5 3 4 either 5 38on a conveyor 3 belt, 5 or4 at stations, 4 5 or 42with "cobblers." 80 There are many existing models such as Build-a-Bear, Krispy Kream Doughnuts In the store Simulated create the Environment environment for testing;Seasonal 5 4 5location 5 offering 4 5 a40 way for consumer 4 5to engage 4 3 in4activity 40 within80the environment it was designed for Competition Network Shoe Contracts criteria weeds Hyper out Bazaar the brands that don't fulfill users 5 5values 3 5 5 3 35 5 4 4 4 5 45 80 CSR Shoe Resole Select aFootprint shoe, seeChronicles where it was manufactured,4 how5 far 4it traveled, 3 3 carbon 5 36 dioxide emissions, 4 5 waste 5 generated 4 4 44 and energy 80 consumed: http://www.patagonia.com/web/us/footprint/index.jsp -------Physical Profile 5 5 3 4 4 4 36 5 3 4 4 4 42 77 related to BrandedIn Linked-in where the brand provides virtual 3 4 networking 5 4 linking 3 5 you34up to other runners 5 4 of4 similar 4 interest 4 42 including 77 running competitions, shoes (or Brands) you prefer Ad Campaign 4 4 3 3 4 4 32 4 5 4 5 3 44 76 Reusable Packaging Ask a question Shoe Cha about Cha a shoe's technology, materials, 4 5 etc.3 and4 the4service 5 will 36 provide data 4 on4 where 1 to5 find5 what 40 you need. 76 ShoeX Database Olympiad 4 4 2 3 4 5 32 4 5 5 3 4 43 75 If it you like Smart thisService shoe, you might like this shoe 4(Amazon) 4 3 3 3 5 33 4 4 4 4 5 42 75 An possible Liquid extension Mold to customization online 5is an3in-store 5 molding/fitting. 4 3 4 35Create a mold 3 of 4your5ideal4 running 4 40platform, 75based on the curvature and pressure points - definitely activity based and profile based. A person with bunions and narrow foot would receive a consultation beforehand and based on Retail Eecycling 3 2 5 5 4 5 33 4 4 4 4 4 41 74 Posturepedic 4 3 5 5 5 4 35 4 4 4 4 3 38 73 Educating Consumer 4 5 2 3 3 5 33 4 4 5 3 3 40 73 align your Celebrity own specific n Merunning needs with that3of a2celebrity 5 5athlete 3 3 28 3 5 5 5 4 44 72 The consumer Shoeser willStudy be able to have an expert come 4 5into their 4 3lives2and 2do user 29 research 3for a5day.5Then 4 the4 advocate 43 would 72 advise what shoe to purchase. Gym partners Gym Shoe with brand to provide a way to test 3 shoes 3 4 4 3 4 29 3 5 4 4 5 42 71 Shoe Additions shoes can Shoe create Passport a log of the places traveled 4 5 5 3 4 4 36 3 5 4 4 2 35 71 when traveling Running to aTour new location, meet up with3other4 runners 5 4and 4running 4 tour 33 of city with4 other 4 runners 4 3 3 38 71 an RFIDTracking tagging system Label that transmits to a memory 3 5 device 1 -4this type 3 5of shoe 30 technology3 is beneficial 4 5 4to athletes 4 39 who want 69 to track very specific movements, especially precise foot movements, pronation, etc., placement and movement during rock climbing, cycling, and long distance running. Packaging 2 3 5 4 4 4 29 4 5 3 2 5 38 68 Shoe Club 2 3 3 2 3 4 25 4 3 4 4 5 42 66 Competition Network 2 5 4 4 4 5 33 3 4 4 2 3 33 66 This could Transmitting work in conjunction Data with an RFID tracking 3 5 device 1 -4or other 4 4shoe29tagging devices. 3 4Transmitting 5 3 data 4 37 instantaneously 66 when your shoes are in the presence of a computer or other software is useful for logging mileage, any other relevant data gathered while wearing shoes. The transmitting of th Re-Writeable Skin 2 2 4 4 4 3 25 3 5 3 4 5 40 65 CSR 4 5 3 2 3 4 32 3 3 3 3 4 33 64 Geo Locator 4 2 2 4 3 4 27 4 4 4 3 3 37 64 Rubix Shoe 2 3 4 3 3 3 25 4 4 4 4 2 38 62 resole (hiking) Shoe Resole shoe due to nature of maintenance 3 2 3 4 3 4 27 3 4 4 3 3 34 61 Reusable Packaging 3 2 4 4 4 4 29 4 4 2 2 3 32 61 Shoe Contracts 4 4 2 4 3 4 30 3 3 3 2 3 28 58 ShoeX Database 2 3 2 2 2 4 22 3 2 2 3 3 27 50 Shoe Additions 2 2 2 2 2 2 17 2 4 4 2 4 31 48 The consumer Underground would beTesting able to go to undisclosed 3 location 4 3 and 2 meet 2 up 1 with 21 some type 2of adviser 4 2 that2 would 1 help 24 them45test/try the shoe. Community Effort Shoe 2 4 3 2 3 2 22 2 1 2 1 1 18 39
User Value
concept system evaluation
15
Concept Evaluation Shoe Advisor
with considering weightages for criteria
Six Pack of Shoes
Testing Facility Store Try Before you Buy
Shoe Advisor
Grand Total
Total
Shoe Destination
Scalability
Revenue Opportunity
Marketable
Branding Potential
Business Value Criteria
Process Efficient
2.4 1.6 1.6 2.4 1.6
Total
Practical
Convenient
Efficient
Sensorial
Informative
User Value Criteria
Relevant
Weightage 2.1 1.4 1.4 0.7 0.7 2.1
Consumer Testing is ableFacility to try on Store the shoe within a gym 5 type 5 atmosphere 5 5 5 and5 participate 42 in their 5 activity 5 5 5 5 52 The consumer Try Before is promised you Buy an opportunity to test 5 the5 shoe 5 before 5 5they 5have 42to pay for it.5 5 5 5 5 52 Choosing Shoe a destination Destination is like choosing a shoe4store. 4 Your 5 shoes 5 5come4 with 36your travel package. 5 4 5 5 5 50 This would Sixsell Pack oneofshoe Shoes that could be featured4 in 62 different 4 5ways. 5 Possibly 5 34 a color sleeve 5 in5 6 different 5 5 colors. 5 52 Performance Metric 5 5 4 5 4 5 42 5 5 4 3 5 44 Shoe Advisor 5 5 4 4 4 5 39 4 4 5 4 5 46
94 94 87 86 86 85
Business Value
Concepts
Shoe Locker Hyper Bazaar Netflix/ Zappos Celebrity n Me Shoe Metrics Shoeser Study Performance Metric Ad Campaign Footprint Chronicles Visible Manufacturing Gym Shoe Olympiad Shoe Club Physical Profile Tracking Label Smart Service BrandedIn Educating Consumer Simulated Environment Re-Writeable Skin Retail Eecycling Liquid Mold Shoe Cha Cha Posturepedic Packaging Rubix Shoe Running Tour Geo Locator Transmitting Data Shoe Passport
Shoe Locker 5 4 5 4 3 5 39 4 5 4 4 5 45 83 being able Shoe to guage Metrics activity based on a level 15through 4 5. 5 5 being 4 4more5 intense. 39 5 4 5 3 4 44 83 Netflix/ Zappos 5 4 4 5 4 4 36 4 4 5 4 5 45 81 The consumer Visiblewould Manufacturing be able to watch the shoe4 being 5 manufactured, 5 3 4 either 5 38on a conveyor 3 belt, 5 or4 at stations, 4 5 or 42with "cobblers." 80 There are many existing models such as Build-a-Bear, Krispy Kream Doughnuts In the store Simulated create the Environment environment for testing;Seasonal 5 4 5location 5 offering 4 5 a40 way for consumer 4 5to engage 4 3 in4activity 40 within80the environment it was designed for Competition Network Shoe Contracts criteria weeds Hyper out Bazaar the brands that don't fulfill users 5 5values 3 5 5 3 35 5 4 4 4 5 45 80 CSR Shoe Resole Select aFootprint shoe, seeChronicles where it was manufactured,4 how5 far 4it traveled, 3 3 carbon 5 36 dioxide emissions, 4 5 waste 5 generated 4 4 44 and energy 80 consumed: http://www.patagonia.com/web/us/footprint/index.jsp -------Physical Profile 5 5 3 4 4 4 36 5 3 4 4 4 42 77 related to BrandedIn Linked-in where the brand provides virtual 3 4 networking 5 4 linking 3 5 you34up to other runners 5 4 of4 similar 4 interest 4 42 including 77 running competitions, shoes (or Brands) you prefer Ad Campaign 4 4 3 3 4 4 32 4 5 4 5 3 44 76 Reusable Packaging Ask a question Shoe Cha about Cha a shoe's technology, materials, 4 5 etc.3 and4 the4service 5 will 36 provide data 4 on4 where 1 to5 find5 what 40 you need. 76 ShoeX Database Olympiad 4 4 2 3 4 5 32 4 5 5 3 4 43 75 If it you like Smart thisService shoe, you might like this shoe 4(Amazon) 4 3 3 3 5 33 4 4 4 4 5 42 75 An possible Liquid extension Mold to customization online 5is an3in-store 5 molding/fitting. 4 3 4 35Create a mold 3 of 4your5ideal4 running 4 40platform, 75based on the curvature and pressure points - definitely activity based and profile based. A person with bunions and narrow foot would receive a consultation beforehand and based on Retail Eecycling 3 2 5 5 4 5 33 4 4 4 4 4 41 74 Posturepedic 4 3 5 5 5 4 35 4 4 4 4 3 38 73 Educating Consumer 4 5 2 3 3 5 33 4 4 5 3 3 40 73 align your Celebrity own specific n Merunning needs with that3of a2celebrity 5 5athlete 3 3 28 3 5 5 5 4 44 72 The consumer Shoeser willStudy be able to have an expert come 4 5into their 4 3lives2and 2do user 29 research 3for a5day.5Then 4 the4 advocate 43 would 72 advise what shoe to purchase. Gym partners Gym Shoe with brand to provide a way to test 3 shoes 3 4 4 3 4 29 3 5 4 4 5 42 71 Shoe Additions shoes can Shoe create Passport a log of the places traveled 4 5 5 3 4 4 36 3 5 4 4 2 35 71 when traveling Running to aTour new location, meet up with3other4 runners 5 4and 4running 4 tour 33 of city with4 other 4 runners 4 3 3 38 71 an RFIDTracking tagging system Label that transmits to a memory 3 5 device 1 -4this type 3 5of shoe 30 technology3 is beneficial 4 5 4to athletes 4 39 who want 69 to track very specific movements, especially precise foot movements, pronation, etc., placement and movement during rock climbing, cycling, and long distance running. Packaging 2 3 5 4 4 4 29 4 5 3 2 5 38 68 Shoe Club 2 3 3 2 3 4 25 4 3 4 4 5 42 66 Competition Network 2 5 4 4 4 5 33 3 4 4 2 3 33 66 This could Transmitting work in conjunction Data with an RFID tracking 3 5 device 1 -4or other 4 4shoe29tagging devices. 3 4Transmitting 5 3 data 4 37 instantaneously 66 when your shoes are in the presence of a computer or other software is useful for logging mileage, any other relevant data gathered while wearing shoes. The transmitting of th Re-Writeable Skin 2 2 4 4 4 3 25 3 5 3 4 5 40 65 CSR 4 5 3 2 3 4 32 3 3 3 3 4 33 64 Geo Locator 4 2 2 4 3 4 27 4 4 4 3 3 37 64 Rubix Shoe 2 3 4 3 3 3 25 4 4 4 4 2 38 62 resole (hiking) Shoe Resole shoe due to nature of maintenance 3 2 3 4 3 4 27 3 4 4 3 3 34 61 Reusable Packaging 3 2 4 4 4 4 29 4 4 2 2 3 32 61 Shoe Contracts 4 4 2 4 3 4 30 3 3 3 2 3 28 58 ShoeX Database 2 3 2 2 2 4 22 3 2 2 3 3 27 50 Shoe Additions 2 2 2 2 2 2 17 2 4 4 2 4 31 48 The consumer Underground would beTesting able to go to undisclosed 3 location 4 3 and 2 meet 2 up 1 with 21 some type 2of adviser 4 2 that2 would 1 help 24 them45test/try the shoe. Community Effort Shoe 2 4 3 2 3 2 22 2 1 2 1 1 18 39
User Value
concept system evaluation Concept Evaluation with considering weightages for criteria
Six Pack of Shoes
Testing Facility Store Try Before you Buy
Shoe Advisor
Grand Total
Total
Shoe Destination
Scalability
Revenue Opportunity
Marketable
Branding Potential
Business Value Criteria
2.4 1.6 1.6 2.4 1.6
Total
Practical
Convenient
Efficient
Sensorial
Informative
User Value Criteria
Relevant
Weightage 2.1 1.4 1.4 0.7 0.7 2.1
Process Efficient
Shoeser
16
Consumer Testing is ableFacility to try on Store the shoe within a gym 5 type 5 atmosphere 5 5 5 and5 participate 42 in their 5 activity 5 5 5 5 52 The consumer Try Before is promised you Buy an opportunity to test 5 the5 shoe 5 before 5 5they 5have 42to pay for it.5 5 5 5 5 52 Choosing Shoe a destination Destination is like choosing a shoe4store. 4 Your 5 shoes 5 5come4 with 36your travel package. 5 4 5 5 5 50 This would Sixsell Pack oneofshoe Shoes that could be featured4 in 62 different 4 5ways. 5 Possibly 5 34 a color sleeve 5 in5 6 different 5 5 colors. 5 52 Performance Metric 5 5 4 5 4 5 42 5 5 4 3 5 44 Shoe Advisor 5 5 4 4 4 5 39 4 4 5 4 5 46
94 94 87 86 86 85
Business Value
Concepts
Shoe Locker Hyper Bazaar Netflix/ Zappos Celebrity n Me Shoe Metrics Shoeser Study Performance Metric Ad Campaign Footprint Chronicles Visible Manufacturing Gym Shoe Olympiad Shoe Club Physical Profile Tracking Label Smart Service BrandedIn Educating Consumer Simulated Environment Re-Writeable Skin Retail Eecycling Liquid Mold Shoe Cha Cha Posturepedic Packaging Rubix Shoe Running Tour Geo Locator Transmitting Data Shoe Passport
Shoe Locker 5 4 5 4 3 5 39 4 5 4 4 5 45 83 being able Shoe to guage Metrics activity based on a level 15through 4 5. 5 5 being 4 4more5 intense. 39 5 4 5 3 4 44 83 Netflix/ Zappos 5 4 4 5 4 4 36 4 4 5 4 5 45 81 The consumer Visiblewould Manufacturing be able to watch the shoe4 being 5 manufactured, 5 3 4 either 5 38on a conveyor 3 belt, 5 or4 at stations, 4 5 or 42with "cobblers." 80 There are many existing models such as Build-a-Bear, Krispy Kream Doughnuts In the store Simulated create the Environment environment for testing;Seasonal 5 4 5location 5 offering 4 5 a40 way for consumer 4 5to engage 4 3 in4activity 40 within80the environment it was designed for Competition Network Shoe Contracts criteria weeds Hyper out Bazaar the brands that don't fulfill users 5 5values 3 5 5 3 35 5 4 4 4 5 45 80 CSR Shoe Resole Select aFootprint shoe, seeChronicles where it was manufactured,4 how5 far 4it traveled, 3 3 carbon 5 36 dioxide emissions, 4 5 waste 5 generated 4 4 44 and energy 80 consumed: http://www.patagonia.com/web/us/footprint/index.jsp -------Physical Profile 5 5 3 4 4 4 36 5 3 4 4 4 42 77 related to BrandedIn Linked-in where the brand provides virtual 3 4 networking 5 4 linking 3 5 you34up to other runners 5 4 of4 similar 4 interest 4 42 including 77 running competitions, shoes (or Brands) you prefer Ad Campaign 4 4 3 3 4 4 32 4 5 4 5 3 44 76 Reusable Packaging Ask a question Shoe Cha about Cha a shoe's technology, materials, 4 5 etc.3 and4 the4service 5 will 36 provide data 4 on4 where 1 to5 find5 what 40 you need. 76 ShoeX Database Olympiad 4 4 2 3 4 5 32 4 5 5 3 4 43 75 If it you like Smart thisService shoe, you might like this shoe 4(Amazon) 4 3 3 3 5 33 4 4 4 4 5 42 75 An possible Liquid extension Mold to customization online 5is an3in-store 5 molding/fitting. 4 3 4 35Create a mold 3 of 4your5ideal4 running 4 40platform, 75based on the curvature and pressure points - definitely activity based and profile based. A person with bunions and narrow foot would receive a consultation beforehand and based on Retail Eecycling 3 2 5 5 4 5 33 4 4 4 4 4 41 74 Posturepedic 4 3 5 5 5 4 35 4 4 4 4 3 38 73 Educating Consumer 4 5 2 3 3 5 33 4 4 5 3 3 40 73 align your Celebrity own specific n Merunning needs with that3of a2celebrity 5 5athlete 3 3 28 3 5 5 5 4 44 72 The consumer Shoeser willStudy be able to have an expert come 4 5into their 4 3lives2and 2do user 29 research 3for a5day.5Then 4 the4 advocate 43 would 72 advise what shoe to purchase. Gym partners Gym Shoe with brand to provide a way to test 3 shoes 3 4 4 3 4 29 3 5 4 4 5 42 71 Shoe Additions shoes can Shoe create Passport a log of the places traveled 4 5 5 3 4 4 36 3 5 4 4 2 35 71 when traveling Running to aTour new location, meet up with3other4 runners 5 4and 4running 4 tour 33 of city with4 other 4 runners 4 3 3 38 71 an RFIDTracking tagging system Label that transmits to a memory 3 5 device 1 -4this type 3 5of shoe 30 technology3 is beneficial 4 5 4to athletes 4 39 who want 69 to track very specific movements, especially precise foot movements, pronation, etc., placement and movement during rock climbing, cycling, and long distance running. Packaging 2 3 5 4 4 4 29 4 5 3 2 5 38 68 Shoe Club 2 3 3 2 3 4 25 4 3 4 4 5 42 66 Competition Network 2 5 4 4 4 5 33 3 4 4 2 3 33 66 This could Transmitting work in conjunction Data with an RFID tracking 3 5 device 1 -4or other 4 4shoe29tagging devices. 3 4Transmitting 5 3 data 4 37 instantaneously 66 when your shoes are in the presence of a computer or other software is useful for logging mileage, any other relevant data gathered while wearing shoes. The transmitting of th Re-Writeable Skin 2 2 4 4 4 3 25 3 5 3 4 5 40 65 CSR 4 5 3 2 3 4 32 3 3 3 3 4 33 64 Geo Locator 4 2 2 4 3 4 27 4 4 4 3 3 37 64 Rubix Shoe 2 3 4 3 3 3 25 4 4 4 4 2 38 62 resole (hiking) Shoe Resole shoe due to nature of maintenance 3 2 3 4 3 4 27 3 4 4 3 3 34 61 Reusable Packaging 3 2 4 4 4 4 29 4 4 2 2 3 32 61 Shoe Contracts 4 4 2 4 3 4 30 3 3 3 2 3 28 58 ShoeX Database 2 3 2 2 2 4 22 3 2 2 3 3 27 50 Shoe Additions 2 2 2 2 2 2 17 2 4 4 2 4 31 48 The consumer Underground would beTesting able to go to undisclosed 3 location 4 3 and 2 meet 2 up 1 with 21 some type 2of adviser 4 2 that2 would 1 help 24 them45test/try the shoe. Community Effort Shoe 2 4 3 2 3 2 22 2 1 2 1 1 18 39
User Value
concept system evaluation Run In
17
Concept Evaluation with considering weightages for criteria
Six Pack of Shoes
Testing Facility Store Try Before you Buy
Shoe Advisor
Grand Total
Total
Shoe Destination
Scalability
Revenue Opportunity
Marketable
Branding Potential
Business Value Criteria
Process Efficient
2.4 1.6 1.6 2.4 1.6
Total
Practical
Convenient
Efficient
Sensorial
Informative
User Value Criteria
Relevant
Weightage 2.1 1.4 1.4 0.7 0.7 2.1
Consumer Testing is ableFacility to try on Store the shoe within a gym 5 type 5 atmosphere 5 5 5 and5 participate 42 in their 5 activity 5 5 5 5 52 The consumer Try Before is promised you Buy an opportunity to test 5 the5 shoe 5 before 5 5they 5have 42to pay for it.5 5 5 5 5 52 Choosing Shoe a destination Destination is like choosing a shoe4store. 4 Your 5 shoes 5 5come4 with 36your travel package. 5 4 5 5 5 50 This would Sixsell Pack oneofshoe Shoes that could be featured4 in 62 different 4 5ways. 5 Possibly 5 34 a color sleeve 5 in5 6 different 5 5 colors. 5 52 Performance Metric 5 5 4 5 4 5 42 5 5 4 3 5 44 Shoe Advisor 5 5 4 4 4 5 39 4 4 5 4 5 46
94 94 87 86 86 85
Business Value
Concepts
Shoe Locker Hyper Bazaar Netflix/ Zappos Celebrity n Me Shoe Metrics Shoeser Study Performance Metric Ad Campaign Footprint Chronicles Visible Manufacturing Gym Shoe Olympiad Shoe Club Physical Profile Tracking Label Smart Service BrandedIn Educating Consumer Simulated Environment Re-Writeable Skin Retail Eecycling Liquid Mold Shoe Cha Cha Posturepedic Packaging Rubix Shoe Running Tour Geo Locator Transmitting Data Shoe Passport
Shoe Locker 5 4 5 4 3 5 39 4 5 4 4 5 45 83 being able Shoe to guage Metrics activity based on a level 15through 4 5. 5 5 being 4 4more5 intense. 39 5 4 5 3 4 44 83 Netflix/ Zappos 5 4 4 5 4 4 36 4 4 5 4 5 45 81 The consumer Visiblewould Manufacturing be able to watch the shoe4 being 5 manufactured, 5 3 4 either 5 38on a conveyor 3 belt, 5 or4 at stations, 4 5 or 42with "cobblers." 80 There are many existing models such as Build-a-Bear, Krispy Kream Doughnuts In the store Simulated create the Environment environment for testing;Seasonal 5 4 5location 5 offering 4 5 a40 way for consumer 4 5to engage 4 3 in4activity 40 within80the environment it was designed for Competition Network Shoe Contracts criteria weeds Hyper out Bazaar the brands that don't fulfill users 5 5values 3 5 5 3 35 5 4 4 4 5 45 80 CSR Shoe Resole Select aFootprint shoe, seeChronicles where it was manufactured,4 how5 far 4it traveled, 3 3 carbon 5 36 dioxide emissions, 4 5 waste 5 generated 4 4 44 and energy 80 consumed: http://www.patagonia.com/web/us/footprint/index.jsp -------Physical Profile 5 5 3 4 4 4 36 5 3 4 4 4 42 77 related to BrandedIn Linked-in where the brand provides virtual 3 4 networking 5 4 linking 3 5 you34up to other runners 5 4 of4 similar 4 interest 4 42 including 77 running competitions, shoes (or Brands) you prefer Ad Campaign 4 4 3 3 4 4 32 4 5 4 5 3 44 76 Reusable Packaging Ask a question Shoe Cha about Cha a shoe's technology, materials, 4 5 etc.3 and4 the4service 5 will 36 provide data 4 on4 where 1 to5 find5 what 40 you need. 76 ShoeX Database Olympiad 4 4 2 3 4 5 32 4 5 5 3 4 43 75 If it you like Smart thisService shoe, you might like this shoe 4(Amazon) 4 3 3 3 5 33 4 4 4 4 5 42 75 An possible Liquid extension Mold to customization online 5is an3in-store 5 molding/fitting. 4 3 4 35Create a mold 3 of 4your5ideal4 running 4 40platform, 75based on the curvature and pressure points - definitely activity based and profile based. A person with bunions and narrow foot would receive a consultation beforehand and based on Retail Eecycling 3 2 5 5 4 5 33 4 4 4 4 4 41 74 Posturepedic 4 3 5 5 5 4 35 4 4 4 4 3 38 73 Educating Consumer 4 5 2 3 3 5 33 4 4 5 3 3 40 73 align your Celebrity own specific n Merunning needs with that3of a2celebrity 5 5athlete 3 3 28 3 5 5 5 4 44 72 The consumer Shoeser willStudy be able to have an expert come 4 5into their 4 3lives2and 2do user 29 research 3for a5day.5Then 4 the4 advocate 43 would 72 advise what shoe to purchase. Gym partners Gym Shoe with brand to provide a way to test 3 shoes 3 4 4 3 4 29 3 5 4 4 5 42 71 Shoe Additions shoes can Shoe create Passport a log of the places traveled 4 5 5 3 4 4 36 3 5 4 4 2 35 71 when traveling Running to aTour new location, meet up with3other4 runners 5 4and 4running 4 tour 33 of city with4 other 4 runners 4 3 3 38 71 an RFIDTracking tagging system Label that transmits to a memory 3 5 device 1 -4this type 3 5of shoe 30 technology3 is beneficial 4 5 4to athletes 4 39 who want 69 to track very specific movements, especially precise foot movements, pronation, etc., placement and movement during rock climbing, cycling, and long distance running. Packaging 2 3 5 4 4 4 29 4 5 3 2 5 38 68 Shoe Club 2 3 3 2 3 4 25 4 3 4 4 5 42 66 Competition Network 2 5 4 4 4 5 33 3 4 4 2 3 33 66 This could Transmitting work in conjunction Data with an RFID tracking 3 5 device 1 -4or other 4 4shoe29tagging devices. 3 4Transmitting 5 3 data 4 37 instantaneously 66 when your shoes are in the presence of a computer or other software is useful for logging mileage, any other relevant data gathered while wearing shoes. The transmitting of th Re-Writeable Skin 2 2 4 4 4 3 25 3 5 3 4 5 40 65 CSR 4 5 3 2 3 4 32 3 3 3 3 4 33 64 Geo Locator 4 2 2 4 3 4 27 4 4 4 3 3 37 64 Rubix Shoe 2 3 4 3 3 3 25 4 4 4 4 2 38 62 resole (hiking) Shoe Resole shoe due to nature of maintenance 3 2 3 4 3 4 27 3 4 4 3 3 34 61 Reusable Packaging 3 2 4 4 4 4 29 4 4 2 2 3 32 61 Shoe Contracts 4 4 2 4 3 4 30 3 3 3 2 3 28 58 ShoeX Database 2 3 2 2 2 4 22 3 2 2 3 3 27 50 Shoe Additions 2 2 2 2 2 2 17 2 4 4 2 4 31 48 The consumer Underground would beTesting able to go to undisclosed 3 location 4 3 and 2 meet 2 up 1 with 21 some type 2of adviser 4 2 that2 would 1 help 24 them45test/try the shoe. Community Effort Shoe 2 4 3 2 3 2 22 2 1 2 1 1 18 39
User Value
18
systems
19
Shoe Advisor
Shoe Advisor
1 catalogs users information performance metric, foot type, injury history, shoe preferences, running style, etc.
20
2 becomes your database and provides expertise and recommendations when matching your shoe profile to specific shoes or brands
Research
Compare
Select
Locate
Explore
Purchase
Shoe Advisor
21
Enter
4 Checkout
allows runner to try shoes within the simulated environment which creates a desired climate or a specific terrain
31 Smart Store Shoe Wall
3 links selected shoes and their retail locations to cellphone, consumer walks to retail shoe display, it lights up the recommended shoes, while displaying information that fits users profile
42 Simulated Environment
Research
Compare
Select
Locate
Explore
Purchase
22
Shoeser
Shoeser
23
1
2
3
provides a platform for creating a user profile then selects possible shoes
allows consumer to place a pair of shoes in their online shoe locker
Research
Compare
features and chooses a participating gym destination near the consumer using the Geo-locator
Select
Locate
Explore
Purchase
Shoeser
24
4
5
allows runner to find selected shoes in their physical gym locker, they then get to try them on and engage in their desired activity
creates opportunity for runner to consult their trainer about the selected shoes, determining if the shoes should be purchased
Research
Compare
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allows runners to sign up for a running tour with other runners, a specific shoe is predetermined for the tour, the runner gets the best pair of shoes based on physical location, terrain, climate and fellow runners
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gives runners the chance to explore the shoe with fellow runners, in an environment that is experiential and significant Research
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implementation objectives 1-2 Years Shoe Advisor Enhance the traditional activities that are required when tracking down running shoes. By relating things to familiar shopping activities the consumer will be able to adopt to the changes quickly, while benefiting from the enriched experience.
3-5 Years Shoeser Form partnerships with local gyms, utilizing the interior sporting facilities as extensions of the traditional retail experience. Allow consumers to be advised from their personal network not a shoe salesman.
3-5 Years Run In Create networks that consist of running enthusiasts, shoe brands, and non-shoe industries. Incorporate out of store experiences that add value to the origin of the shoes while meeting the users physical and social needs.
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