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
13
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
27
Thank you Amy Batchu | Yuhsin Chiu | Travis Durbin | Beth Santos
Design Analysis | Spring ‘08 | Vijay Kumar