Shoes I

Shoes Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

Beginning around 1902, we are able to watch the development of shoes from the early times of the cobbler through the introduction of machinery. The industrial revolution steered the direction of the shoe industry, like many other industries of that time.

In the next slide the dimensions we analyzed were technology, materials, and service trends. As technology progressed shoes became more appropriate for various activities. In addition to this we found that customization of shoes evolved from the time of the cobbler to a new type of customizing service.

Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

2

hand-made

technoloty

~ 1902

Rolling Machine, sewing machine

proliferation 1903 ~ 1929

Rayon was engineered

practical

self expression

variety

comfortable as skin

1930 ~ 1945

1946 ~ 1980

1981 ~ 2000

2001 ~ present

---

Stilletto, Gore-Tex

---

comfort, waterproof/breathable technologies, cushioning systems

service trend

material

Technology progressed making shoes more appropriate for various activities soft kid, satin rows of beaded straps

Cobblers made shoes, customization

synthetic fabrics Soling material dyed leather and metallics

shortage of leather and a war ban on rubber

Retail

Shoe Repair

vinyl and plastic

---

eco-friendly materials, low-chrome leathers recycled rubbers

Online purchase

Consumers can customize shoes

First plastic slippers produced in France

wood, cork eptile skins

Designers made limited editions for celebrities

Customization returns and becomes a new way of shoe service

Era Analysis Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

3

The dimensions that we highlight throughout time are users’ cognitive values, activities and brands.

As shoe production becomes more abundant, people feel as though they need shoes to support all types of activities. Not only do shoes have to support more activities, they need to be comfortable.

Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

4

hand-made

cognitive value

~ 1902

Small Feet

practical

self expression

variety

comfortable as skin

1903 ~ 1929

1930 ~ 1945

1946 ~ 1980

1981 ~ 2000

2001 ~ present

The foot became a focal point of fashion

Shoes needed to wear well and serve a variety of purposes

People thirsted for self expression

Consumers aren’t as willing to sacrifice comfort for fashion

proliferation

Experimentation with color, texture, shape, and style

---

brand

activity

Users begin to need shoes for all types of activities, comfort is essential Not much activity, because of inconvenient attire like hoop skirts

dances that demanded a securely fastened shoe with a low heel and closed toe

go to the new talking movies

disco dancing, roller skates

A variety of daily activities, all of which require different footwear.

---

Keds, All star Coco Chanel Madeleine Vionnet

Salvatore Ferragamo André Perugia

Nike Keds®

All Stars, Vans Skechers, Nike Birkenstock

Timberland, ECCO Birkenstock, Born

Many types of brands are able to enter the industry at a given point

Era Analysis Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

5

User

Position Map Task Flow Persona

Technology

Brand Analysis Network Diagram

from Nadyne on Flickr

Brand

Brand Analysis Market Diagram

Inspired by the insights which we gained from the era analysis, we chose to define the scope of our analysis project by examining 3 specific entities throughout: the user, the technology, and the brand.

Shoe Entities Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

6

What is possible?

What are their needs and wants?

User

Technology

How does the convergence of the user, the technology and the brand affect the entire shoe experience?

Brand

Balanced Breakthrough model

Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

What is the benefit?

What’s Next Design Analysis | Spring ‘08 | Vijay Kumar

7

User

Position Map Task Flow Persona

Technology

Technology/ Activity Matrix

Brand

Brand Analysis Market Diagram

When answering the question of users’ needs and wants, we used various methods. The ones that prove to be the most insightful were the position map, task flow diagram, and the persona.

User

Flickr by jump4joy

Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

8

Active

gym class kid

walking toddler

bike messenger outdoor explorer

alternateen

Want

beach bum

professional athlete

amateur athlete

amateur athlete

urban walker office employee

mailman construction worker

recreational dancer

Need

bar hopper kitchen dishwasher

When selecting our axis for the position map we chose a complimentary relationship of need and want for the horizontal axis. For the vertical axis we chose a unilateral relationship of active and inactive.

We also plotted different user types such as a kitchen dishwasher or an urban walker.

hip hop performer

socialite

hollywood star

retail cashier

lounger

recovery patient

extra support elder

Inactive

Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Position Map Design Analysis | Spring ‘08 | Vijay Kumar

9

Active professional athlete

amateur athlete walking toddler

CASUAL USERS

gym class kid

alternateen

Want Users can be divided into four types: 1. Casual users want shoes and are active.

2. Fashion demonstrators want shoes and are inactive.

3. Early adopters need shoes and are active.

4. Instrumental users need shoes and are inactive.

beach bum

urban walker office employee

bike messenger

mailman

construction worker EARLY outdoor explorerADOPTERS

These users require shoes that fit their active lifestyle or the current activity that they are involved in. They think the latest technologies in shoes will advance their performance.

recreational dancer

Need

bar hopper kitchen dishwasher hip hop performer

hollywood star

FASHION DEMONSTRATORS

socialite

retail cashier

lounger

recovery patient

INSTRUMENTAL USERS extra support elder

These users need shoes that assists them in everyday life. Their shoes need to be precisely what they are looking for because they rely on them as a tool.

Inactive

Position Map Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

10

The task flow for the need user is much more complex than the task flow of somebody who simply wants shoes.

A user who needs shoes will do much more research before purchasing than the user who wants shoes.

People who need shoes will also ask for an expert opinion, to ensure that the right materials and technology exist for their lifestyle.

Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

11

Exit store

Looking for types of shoes…

“I want shoes”

When you need shoes it is essential to research all different types of shoes that support their lifestyle actvitities

�

�

Purchase shoe

�

It doesn’t fit

It fits

Try on Ask sales clerk for help Choose location Find nearest location

“I need shoes”

Purchase IN-STORE

Criteria is not a match Research� online

Search by� brand/style

Narrow search by brands

Check individual brand

Look for shoe type/style

Check sizes/ color/price

Ask for opinion

Shoe criteria is a match Purchase ONLINE

Asking for help/opinion…

When you need shoes you ask for an expert opinion to ensure that the shoe features meet your criteria

Add to shopping cart

Task Flow Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

Purchase� w/credit� card

Exit website

12

Profile: Jack Gender: Male Age: 27 Amateur athlete Values Performance Activity Efficiency/Time Health

Motivations:

Enjoys seeing athletic performance Feels the need for high activity Wants to be first Maintains a balanced diet and RIG

Jack has been running competitively since high school and college. He runs daily and tracks his mileage over time which helps him improve his performance. He trains hard everyday, so his goal is to win. He feels why put that much energy into the sport if he can’t win. His whole family is competitive and is into one sport or another. His brother also runs and Jack has dreamed of beating him since he was a kid. Staying current on advances in shoe technology is important to him. He knows that to have the best equipment increases his chances of winning the race for his team and his hometown.

persona Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

- Early Adopter

Design Analysis | Spring ‘08 | Vijay Kumar

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User

Position Map Task Flow Persona

Technology

Technology/ Activity Matrix

Brand

Brand Analysis Market Diagram

Customize

Era Analysis Flow Chart User Journey

As our previous persona indicates, Jack would be the first type of user to adopt technology. To understand what is possible within technology we created an insight matrix, which compares various activities against different forms of technology.

Flickr by guanocurry /

by Brian "DoctaBu" Moore

Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Technology Design Analysis | Spring ‘08 | Vijay Kumar

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1. The more continuous movement, the higher degree of technology

Support

Continuous Movement

Foot Support

2

Agility Support

Body Strain

Activity Support

Ergonomics

Comfort

Protection Performance

2. Activities rely on technology to support the body

1

3. There is opportunity for more device technology in the more risk-taking activities

3

Technology/Activity Matrix Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

15

User

Position Map Task Flow Persona

Technology

Technology/ Activity Matix

Brand

Brand Analysis Market Diagram

Jack would be the first type of user to adopt technology. To understand what is possible within technology we created an insight matrix, which compares various activities against different forms of technology.

Flickr by nishiology

Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Brands Design Analysis | Spring ‘08 | Vijay Kumar

16

We began by looking at various brands and how they interact with the various user types. Nike is the brand that’s most representative of the Active/Need user type.

From the very beginning the Nike shoe was PERSONALIZED according to the user’s NEEDS, ACTIVITIES, AND STYLE while taking into account the materials that were accessible.

Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

17

hand-made

1903 ~ 1929

practical

variety

comfortable as skin & technology

1930 ~ 1945

1946 ~ 1980

1981 ~ 2000

2001 ~ present

(1962) ‘Blue Ribbon Sports’ (1971) Bowerman used wife’s waffle iron—create rubber soles-running shoe (1972) NIke brand (1978) Nike Air - air cushioning sole = pressurized gas under compresssion

Prada

Hush Puppies

Timberland

NIke

~ 1902

proliferation

self expression

(1960) Introduced injection molded technology— waterproof boots (1973) Branded Timberland

(1918) Founder started off as a shoe-making apprentice

(1903) A shoe factory making 300 pairs of shoes/day.

(1914) Wolveine brand— shoes made of Wolverine horsehide leather

(1913) Founded by Mario Prada in Milan.

Two Milan stores.

Signature suitcases made from walrus skin proved to be ill suited for air travel— focus switch to leather

(1945-6) By the end of the war, Wolverine engineers had created a new leather: pigskin suede, and built a factory to produce it.

(1957) Horses disappearing —American landscape, new ways to use pigskin suede.

(1958)) Launched Hush Puppies brand (1978) Muccia Prada inherited company from grandfather.

Couture influence Muccia a former mime, created a true empire based on experimentation of materials w/out sacrificing quality

(1980) Biomechanics lab (1985) Air Jordon bb shoe (1988) “Just Do It” (1988) Cole Haan (1992) NikeTown store (1995) NFL license

(2000s) Launched Nike.com (2000) Launched line of electronics (2000) Nike Shox cushioning/support system (2004) Nike ID - customization online (2005) NKEFREE- bare foot leg strengthening benefits (2006) Partnership w/Apple - sports & music & biofeedback & data collection: NIKEPLUS

(2007) Acquired skateboarding company (1998) Workboots for the professional to expand lifestyle market

Resurgance (1994) Hush Puppies sales down (1996) ‘Hip’ in Manhattan and Fashion Runways (1996) Won best accessory at Council of Fashion Designers Awards (1985) Black waterproof handbags—sensation inspiring knockoffs ((1999) Acquired Church’s English brand - quality shoes (1990s) Acquired two clothes labels: Jill Sander and Helmut Lang. Both sold in 2006

(2007)) Prada joined forces w/ LG Electornics—LG PRADA cell phone (touchscreen) Lawsuit in Q over whether Apple iPhone copied from LG PRADA

Brand Analysis Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

18

hand-made ~ 1902

proliferation 1903 ~ 1929

practical

self expression

variety

comfortable as skin & technology

1930 ~ 1945

1946 ~ 1980

1981 ~ 2000

2001 ~ present

(1962) ‘Blue Ribbon Sports’

NIke

(1971) Bowerman used wife’s waffle iron—create rubber soles-running shoe

(1972) Nike brand (1978) Nike Air - air cushioning sole = pressurized gas under compression

(1980) Biomechanics lab (1985) Air Jordon bb shoe (1988) “Just Do It” (1988) Cole Haan (1992) NikeTown store (1995) NFL license

(2000s) Launched Nike.com (2000) Launched line of electronics (2000) Nike Shox cushioning/support system (2004) Nike ID - customization online (2005) NKEFREE- bare foot leg strengthening benefits (2006) Partnership w/Apple - sports & music & biofeedback & data collection: NIKEPLUS

Resource: http://www.nikebiz.com/company_overview/timeline/

Materials, ergonomics and technology is based on the

needs of our targeted activities and our own personal style.

Brand Analysis Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

19

In the variety era, starting in 1981, we see that people do not want to compromise COMFORT, TECHNOLOGY OR PERSONAL STYLE. Consumers begin aligning themselves with a brand’s values, beliefs, mission, etc.

Nike introduced the tagline “JUST DO IT”, in response to their belief that if you have a body you are an athlete.

Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

20

hand-made ~ 1902

proliferation 1903 ~ 1929

practical

self expression

variety

comfortable as skin & technology

1930 ~ 1945

1946 ~ 1980

1981 ~ 2000

2001 ~ present

(1980) Biomechanics lab

Nike

(1962) ‘Blue Ribbon Sports’ (1971) Bowerman used wife’s waffle iron—create rubber soles-running shoe (1972) Nike brand (1978) Nike Air - air cushioning sole = pressurized gas under compression

(1985) Air Jordon bb shoe

(1988) “Just Do It” (1988) Cole Haan (1992) NikeTown (1995) NFL license

(2000s) Launched Nike.com (2000) Launched line of electronics (2000) Nike Shox cushioning/support system (2004) Nike ID - customization online (2005) NKEFREE- bare foot leg strengthening benefits (2006) Partnership w/Apple - sports & music & biofeedback & data collection: NIKEPLUS

Resource: http://www.nikebiz.com/company_overview/timeline/

Comfort, technology and style in one; Why compromise?

We need to

align ourselves with a brand’s values/beliefs/traditions/culture, etc.

Brand Analysis Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

21

The most recent era is about attaining comfort through technology to best reflect the identity of the user.

At this point we found consumers wanting full control over the shoes they buy—which aludes to the customization of shoes via online and in retail environments.

Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

22

hand-made ~ 1902

proliferation 1903 ~ 1929

practical

self expression

variety

comfortable as skin & technology

1930 ~ 1945

1946 ~ 1980

1981 ~ 2000

2001 ~ present

Nike

(1962) ‘Blue Ribbon Sports’ (1971) Bowerman used wife’s waffle iron—create rubber soles-running shoe (1972) NIke brand (1978) Nike Air - air cushioning sole = pressurized gas under compression

(1980) Biomechanics lab (1985) Air Jordon bb shoe (1988) “Just Do It” (1988) Cole Haan (1992) NikeTown store (1995) NFL license

Resource: http://www.nikebiz.com/company_overview/timeline/ http://www.lge.com/about/press_archive/detail/AB_ NARCH%7CMENU_1_20302.jhtml

We need to feel We want full

(2000s) Launched Nike.com (2000) Launched line of electronics (2000) Nike Shox cushioning/support system

(2004) Nike ID - customization online (2005) NKEFREE- bare foot leg strengthening benefits (2006) Partnership w/Apple; biofeedback & data collection: NIKEPLUS

connected through technology which is determined by the brand

control over the shoes we buy.

We are doing more

customizing of certain products online and instore.

Brand Analysis Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

23

User

Position Map Task Flow Persona

Technology

Technology/ Activity Matrix

Brand

Brand Analysis Market Diagram

Customize

Era Analysis Flow Chart User Journey

Flickr by timtak

Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

What’s Next?

Design Analysis | Spring ‘08 | Vijay Kumar

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What’s possible?

Enhance & improve comfort

What are the needs or desires?

Shoes serve the day-to-day activities—providing them with support & confidence

User

Technology

Opportunity convergence

Customization Its where some brands are, but where most brands are going. It is the customized e-commerce arena, such as Puma’s Mongolian.

Brand

What’s the relationship?

Brand provides us with a sense of fulfillment and belonging

Convergence Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

25

Surfacing from our analysis is the overarching theme that the entire shoe experience is returning back to the ability to “customize” information, communication and shoe production. As the functions of shoes are defined by users to support their daily activities, the purchasing of shoes becomes a hunting game. As for the amateur athlete, the need for customized and personalized shoe experience needs to exist as part of a brand’s offering.

Specific brands can deliver this with technology & innovation. From the initial thought of purchasing shoes, to the final assessment of the shoe, exists the customized user journey.

Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

26

Customized User Journey To set ourselves up for synthesis, we’ve made our first attempt at modeling the customized user journey. Beginning with unveiling a need or motivation, envisioning the functionality and purpose of shoes, designing shoes through an online or retail toolkit, creating an assembly and delivery channel, and finally the user gets to evaluate their design and need.

Customization Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar

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Thank you Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos

Design Analysis | Spring ‘08 | Vijay Kumar