Consumer Behavior Report for MIT CoLab Challenge by DIANADONOHUE

THE ATHLETE

MIT LAB CoLab CONTEST Consumer Behavior Team

Part 0: INTRODUCTION

Introduction to the process

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Table of Contents

PART 0: INTRODUCTION

The Summary The Team The Challenge: NIKE + MIT Colab

6 8 10

PART 1: RESEARCH

Analyzing The Ecosystem Stakeholders & Value Chain Map:Research Area The Customer segments: General User, Athlete, Fashionista & Eco-Conscious Research Outline

PART 2: SEGMENT RESEARCH

14 16 18 20

Athlete Eco-Concsious Fashionista General Public

24 34 40 48

PART 3: SYNTHESIS

Mapping Findings Users Map Trend Mapping

58 60 62

PART 4: INSIGHTS GENERATION

Reasearch Insights in The 7 fields The Clusters & Key Insights

66 68

PART 5: IDEATION

The How might weâ&#x20AC;&#x2122;s Brainstorming: Big Ideas Concept Ideations

72 74 76 | NIKE + MIT CO-LAB CHALLENGE |

CONSUMERS USERS INDUSTRIES BUYERS MARKETERS EMPLOYEES DESIGNERS PRODUCT DEVELOPERS MANUFACTURERS PARTNERS

The Summary

VALUEING CREATING DESIGNING ADOPTING DEMANDING USING ASKING BEING AWARE CARING ACCOUNTABLE BEING INTERESTED MATERIALS REVOLUTION REDUCE WASTE USE BETTER METHODS BETTER PRODUCTS REDUCE IMPACT SUSTAINABLE RESPOSNASBLE FASHION APPAREL FURNITURE ACCESSORIES SHOES GARMENTS CONSUMERS USERS INDUSTRIES BUYERS MARKETERS EMPLOYEES DESIGNERS PRODUCT DEVELOPERS MANUFACTURERS PARTNERS VALUEING CREATING DESIGNING ADOPTING DEMANDING USING ASKING BEING AWARE CARING ACCOUNTABLE BEING INTERESTED MATERIALS REVOLUTION REDUCE WASTE USE BETTER METHODS BETTER PRODUCTS REDUCE IMPACT SUSTAINABLE RESPOSNASBLE FASHION APPAREL FURNITURE ACCESSORIES SHOES GARMENTS CONSUMERS USERS INDUSTRIES BUYERS MARKETERS EMPLOYEES ASKING BEING AWARE CARING ACCOUNTABLE BEING INTERESTED MATERIALS REVOLUTION REDUCE WASTE USE BETTER METHODS 6 SUSTAINABLE RESPOSNASBLE BETTER PRODUCTS REDUCE IMPACT | NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

PROJECT OVERVIEW This report explores the current issues surrounding material consumption and the negative impact it has had on the global environment. We sought to discover opportunities for material solutions to this ever growing issue specifically at the consumer level.

RESEARCH Our segment of research focuses around the current consumer behaviors in the apparel and footwear purchasing process. The research centers around three consumer groups that display the greatest opportunity for change and impact: athletes, fashionistas & sustainable consumers. These consumers are key in changing behavior because they are viewed as advocates and an inspiration for the general public. If they can change their consumption behavior it will spark a material revolution in all customer segments.

OPPORTUNITY

Our research leads us to opportunities in various parts of the purchasing process including: improving dress room experiences, leveraging the athletic mindset that strives to achieve goals and track progress, and expanding the life-cycle of clothes through thrift stores and use of the sharing economy.

FINDINGS

Consumers are generally unaware of the negative impact fashion has on the environment. There is also a lack of connection between consumers and this social issue because it is viewed as less impactful on their daily lives than with purchasing food or beauty products. Fast fashion has become a part of many consumers buying process due to low prices, accessibility and seemingly unlimited options. However, consumers say they would be more inclined to purchase sustainable products if they were comparable in price, quality and style. Convenience is also an important factor in taking sustainable action, many will forgo if performing the action is viewed as time consuming.

INSIGHTS & IDEAS Growth in the thrift store market and sharing economy led us to ask “How might we encourage consumers to share their closets?” This question led to ideation around a digital platform & network for sharing clothing. Increased use of health tracking technology such as Nike+ and Fit Bit led us to ask, “How might we extend the goal setting/progress tracking mindset of athletes to include sustainability?” This led to ideation around wearable technology that would track various levels of sustainable actions through gamification. | NIKE + MIT CO-LAB CHALLENGE |

The Team

ShuHarn

TAIWAN Sociology & Buisness Administration Health Indutry

Diana

UNITED STATES Marketing & Business Adminitration Lace Industry

Sucharita

INDIA Architecture & UX-Designer Architecture Industry

Valentina

COLOMBIA Designer & Architect Business Partner Construction Industry

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CONSUMERS USERS INDUSTRIES BUYERS MARKETERS EMPLOYEES DESIGNERS PRODUCT DEVELOPERS MANUFACTURERS PARTNERS

The Challenge

VALUEING CREATING DESIGNING ADOPTING DEMANDING USING ASKING BEING AWARE CARING ACCOUNTABLE BEING INTERESTED MATERIALS REVOLUTION REDUCE WASTE USE BETTER METHODS BETTER PRODUCTS REDUCE IMPACT SUSTAINABLE RESPOSNASBLE FASHION APPAREL FURNITURE ACCESSORIES SHOES GARMENTS CONSUMERS USERS INDUSTRIES BUYERS MARKETERS EMPLOYEES DESIGNERS PRODUCT DEVELOPERS MANUFACTURERS PARTNERS VALUEING CREATING DESIGNING ADOPTING DEMANDING USING ASKING BEING AWARE CARING ACCOUNTABLE BEING INTERESTED MATERIALS REVOLUTION REDUCE WASTE USE BETTER METHODS BETTER PRODUCTS REDUCE IMPACT SUSTAINABLE RESPOSNASBLE FASHION APPAREL FURNITURE ACCESSORIES SHOES GARMENTS CONSUMERS USERS INDUSTRIES BUYERS MARKETERS EMPLOYEES ASKING BEING AWARE CARING ACCOUNTABLE BEING INTERESTED MATERIALS REVOLUTION REDUCE WASTE USE BETTER METHODS 10 SUSTAINABLE RESPOSNASBLE BETTER PRODUCTS REDUCE IMPACT | NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

Fabrics and textiles impact our climate. A lot. How can we spark a materials revolution by rethinking how we value and use them? How can we redefine societys the relationship with fabrics & textiles? GIVEN BRIEF The materials we use to clothe ourselves and cover our things have a profound impact on the climate. They are all around us – in the furniture we sit on, the cars we drive and the clothes we wear. The fact is, materials matter. According to research compiled by MIT Materials System Lab, approximately 25 billion kilograms of cotton was produced worldwide in 2013, resulting in the same annual GHG emissions as 51.3 million passenger vehicles. Enough leather is produced annually to cover the state of Maryland. Polyester production for use in textiles in this year alone is estimated to generate as much greenhouse gas emissions as the annual emissions of 185 coal fired power plants. That’s a material issue. Developing new material compositions and reducing the impact of fabric production is necessary, but not sufficient to reduce the climate impact of industries that rely on fabrics. Before we can advance and scale innovation in materials, we need to build an understanding of the challenges and opportunities that exist. We need to redefine society’s relationship with fabrics and textiles. This contest seeks novel and well thought-out ideas on how to engage industries, designers, product creators and the public in valuing, demanding and adopting lower impact materials.

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Part 1: RESEARCH OVERVIEW

Undertanding The Ecosystem

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“There are no separate systems. The world is a continuum. Where to draw a boundary around a system depends on the purpose of the discussion.”

- Donella H. Meadows, Thinking in Systems NIKE ECOSYSTEM FAIR TRADE

NIKE FOUNDATION

PEOPLE

EMPLOYEE WELLFARE. FARE TRADE. SOCIAL

USERS

CODE OF CONDUCT CULTURE LEADERSHIP INNOVATIVE

ATHLETES

HUMAN RESOURCES

DESIGN

USSC EDUCATION NIKE CAMPS

LIT

ITA

SALES

LEAN MANUFACTURING

MANUFACTURING PARTNETS

NETWORK TRANSPARENCY

MATERIAL

AN MP

R&D

ENGINEERING

PARTNETS

RE-100

IEN

NikeGrind

COMPETITORS

ADDIDAS

UNDER ARMOUR

REBOOK LULULEMON ASICS PUMA

CERTIFICATIONS SA8000 B-CORP ECOLABLES LEED

FIC

INSTITUTIONS

STRATEGY TECHNOLOGY MSI

RETAIL

MOVE

SELL

CONVERSE + HURLEY

MAKE

NikeBetterWorld

OU RC E

USE

SUBSIDIARIES

FINANCIAL

HEALTHY LIVING

PROMOTER (KIDS

HEALTH ISSUES

COLLEGES

TECHNOLOGY

ON E

SLOW COOKING

NIKE+

SLOW LIVING

REUSE

TRENDS

SPORTS TEAMS

PRICE PERFORMANCE

01 PLAN

EN T

ADVOCATES

PARENTS

SPORTS FANS

SUSTAINEBLE BUSINESS & INNOVATION

BICEP OECED

EN CI R

HEALTHY LIVING

AMATEURS

CSR

SPORTS TOURNAMENTS ATHLETES

SCHOOLS

TRAINERS

CAREER DEVELOPMENT

SPONSORSHIPS

SEDENTARY

EVENTS

SPORTS WORLD

SWEATSHOPS

LAUNCH

DJSI

CARBON FOODPRINT

GLOBAL INDEX

ORGANIZATIONS BMP

NEW BALANCE

POLICES CERTIFICATION

GOVERNMENT

VALENTINA BELTRAN | NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

1.1 ANALYZING THE ECOSYSTEM

The first part of our process began by drawing the the boundaries and intersections within Nikeâ&#x20AC;&#x2122;s ecosystem. Through this process we were able to identify areas that represented places for intervention. This gave us a comprehensive understanding of various internal and external factors that affect the operations of NIKE. The individual ecosystem maps highlight how each one of us perceived these boundaries and intersections.

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Sponsored Teams

Soccer

National teams Soccer Basketball Tennis Football Cricket CrossFit Golf Handball Baseball Gymnastics

Sponsored Athletes - Endorsers Group Name : Source: Info: http://www.totalsportek.com/money/biggest-end

Boxing Martial Arts Athletics

MIT - Climate COLAB HARVARD

RESEARCH TEAM

STANDFORD MATERIAL CONECXION Aston Martin Designers

Material Development

PRODUCT DEVELOPMENT

LEAN Manufacturing Mngrs Material Processing Controlers Product Manufacturing Partnership

Inport & Export / Logistics Team Apple

Athletes Co-Brands Leaders

KEY Partners

MARKETING & BRANDING

Tournaments Sponsoring

Sales Force Management Team

Own Stores

Sports Associations

Operations Team Equipment Shoes Apparel Brand

BRICK & MORTAR RETAIL Specialty Training Staff

Independant Retailers RETAIL

3rd Party Sales Force

Web Developers Zappos Amazon

Logistics

ONLINE RETAIL

Independent Retailers TQC

Subtopic

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1.2 THE VALUE CHAIN: Point of Intervention THE REASEARCH APPROACH The next step in understanding the context of our mission, was to map the various stakeholders and existing relationships between them. We also identified feedback loops and potential areas for intersection between different stakeholder groups. From this point, we were able to recognize the areas to focus on during the upcoming research phase.

MIT - Climate COLAB Trainning & GYm

RESEARCH

HARVARD STANDFORD

Golf Tennis

MATERIAL CONECXION

Material Development

Running Basketball

Aston Martin

PRODUCT DEVELOPMENT

Soccer

Designers

Athetics

Lamasoft

Baseball Supply Chain Data & Technology

Rugby

BlueSign Technologies

Softball Cricket

DyeCoo

Material Processing

Skatebording

IKEA

Surfing

FLEX

Lacrosse

Product Manufacturing

Dupont

Football

EA SPORTS

Freight Forwarder

Apple

KEY Partners

Athletes Co-Brands Leaders MARKETING & BRANDING

Tournaments Sponsoring Sports Associations

Football Associations U.S. Colleges (90 +) Own Flagships Stores

Architects Interior Designers Builders

Subcontractors/Vendors

City Builing Departments Factory Stores at Malls

Interior Designers Mall Developers

Builders Sports Goods Shoes

BRICK & MORTAR RETAIL

Apparel Specialty Retailers

RETAIL

Independant Retailers

Subcontractors/Vendors Sports Authority DSW Footlocker

Tennis Basketball

NBA Store

Soccer

Teams Stores

Running Golf Football

NFL Store Macyâ&#x20AC;&#x2122;s

Department Stores

US Nation Wide

NASA Zappos

U.S Dept. of State

ONLINE RETAIL

USAID

Amazon Independent Retailers

IKEA

Specialty Retailers

Shipping Company

Other Avespa Blue Wolf LAUNCH NORDIC www.launch.org/nordic

POND Pazymer Ekobalans Modti WetGreen

Astoturf

NIL

Connor Sports NIKE GRIND www.nikegrind.com

encore Future Foam Mondo Playtop

RE100 www.there100.org

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Burlington Nordstrom Rack

Tennis Warehouse Subtopic

Kvadrat Arla

Outlet & Thrift Stores

Subtopic

Novozymes

LAUNCH ORG www.launch.org

Nordstrom Scal

1.3 THE 4 CONSUMER SEGMENTS

CONSUMER BEHAVIOR APPROACH From our initial desktop research, we determined that there were four key customer segments with relation to our materials challenge. We divided the segments between our four group members so we could fully immerse ourselves in their mindsets, lifestyles and purchasing behaviors. Coincidentally, each member within our group fell within each of these categories. We strategically focused on the specific segment we felt the strongest connection to so our interviews and questionnaires would reach the target segment and generate the most accurate insights.

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the athlete

the fashionista

the eco-conscious

the general user

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Research Outline

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We began “rolling up our research sleeves” by collectively writing a research outline based on the workshop and presentation by Natalia from Fjord. Designing a research framework guided our team both individually and as a group throughout our entire process. We constructed a project overview within the specific context of consumer behavior and identified the key questions for which we needed answers. Finally, we determined the methodology and approach we would use to collect our research.

OBJECTIVE Conduct research on consumer behaviors and motivations that influence purchasing decisions and post-consumption disposal while identifying recurring trends and patterns.Who are extreme users? Potential customers?

KEY INQUIRY AREAS • What factors motivate the users to purchase? • How do consumers perceive brand, sustainability initiatives, products, & services? • What associations do people have with various materials • What types of material do consumers associate with sustainability?

ATHLETES VALENTINA

ECO-CONSCIOUS

• What information/experience will create a genuine and influencing connection between consumers and sustainability in the apparel industry? • What sustainability information/ initiatives resonate most with consumers? • What aspects of store design and website experience lead to most satisfied customers?

METHODOLOGY Phase 1: Literature Review Phase 2: Surveys/Questionnaire Phase 3: Interviews Phase 4: Personas Phase 5: Journey/Behavior Maps Phase 6: Key Insights & Points of Intervention

FASHIONISTAS

SUCHARITA

DIANA

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GENERAL USERS SHU HARN

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Part 2: RESEARCH IN DEPTH

Individual Customer Research

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2.1 The Athletes

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2.1.1 SEGMENT MIND MAPS DESCRIPTION The athletes is a gigantic segment that includes all gender and ages. Athletic activities change through ones live, according to the age and lifestyle. Athletes priorities change throughout their lives as the grow up, the related lifestyle changes as well. In young teenagers and college students is mostly about being part of a team, compete and being attractive. In their mid 20s is more about staying active, being attractive and balancing with work. In their 30â&#x20AC;&#x2122;s is about feeling

good, feelling healthy and a strong need for having an activity outside work. As familly grows in the 40s health and familly bonding are the priorities. Later in life is more about healthier and staying active and young.

Athletes tend to have a more healthier lifestyle through out their lifes. Food and free time activites gravitate arrounf their practice of prefference

KEY FINDINGS

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THE ATHLETE

2.1.2 INTERVIEWS KEY FINDINGS - ATHLETIC LIFESTYLE Athletic behaviour has a strong realtionship with the lifestyle. While priorities do change throughout life and situations, active peop Largely as a youth, I played a sport every season. Soccer basketball tennis. I turned away from soccer and basketball in high school and began to run and ride a bike. Iâ&#x20AC;&#x2122;ve also been into mountain sports, hiking skiing, and snowboarding. Iâ&#x20AC;&#x2122;ve skateboarded and played ping pong for a long time as well. JUAN,30 YEARS

Yoga changed my life, I starded practicing 5 years ago, I became a yoga teacher cause I want to spread the benefits that it brought to me. I have been an active person all my life a competitive dancer and a high school voleyball team. I currently work at a sustainable athletic apparel company. SASHA, 31 YEARS

Sport athletic and competition has made the difference throughout my life, making me healthy strong awake rapid and solving problems knowing how to face adversity and success as part of training to eternity LOUIS, 57 YEARS

KEY FINDINGS - PURCHASING CHOCES Athletic behaviour has a strong and direct co-realtion with the lifestyle. While priorities do change throughout life and situations, active individuals always maintain a healthy lifestyles. I want my athletic wear to look good! Something I can wear to the gym and to lunch after if I have to. Style usually is what I first consider, but comfort is a must. PAULA, 29 YEARS

Since I am into sports, I rarely shop for other things now

ALVARO, 61 YEARS

I just shop for things that I really know will have multiple uses and will not go out of fashion fast. I honestly dont like fast fashion. DIANA, 27 YEARS

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Gender 63% Women - 47% Men Origin 80% LATAM - 45% Living in US Age 75% from 23 -35

44 Respondents

DO YOU CONSIDER YOURSELF AN ATHLETE ? 75% Consider themselves athletes (Named in different ways).

WOULD YOU LIKE TO DO IT MORE OFTEN ? 82% of the interviwed wish they could excercise more often. Lack of Time & Other priorities are their biggest contraint.

WHY AREN’T YOU MORE ACTIVE ? I have other priorities at the moment I don’t have enough time I have to watch my budget I’m sometimes lazy Lack of commitment Other

THE REASON YOU PLAY SPORTS? Its my lifestyle, I’m very passionate about it I Like being Active. It feels good For healthy reasons I’ve been playing since I was a kid/teenager I’m training for a tournament I participate constantly in tournaments I don’t really play sports. I just workout

THE REASON YOU WORKOUT ? Its my lifestyle, I’m very passionate about it I Like being Active. It feels good Its Fun I like Looking Good I need to lose weight I want to buit muscle I’m training for a Marathon, Triathlon or similar likeCO-LAB I need to CHALLENGE be healthy | NIKE I+feel MIT | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 | Complements my Sport Practice

THE ATHLETE

2.1.2SURVEYS: ATHLETES BEHAVIOR HOW OFTEN DO YOU MAKE A PURCHASE OF ATHLETIC BEHAVIOUR ? 72.2% PURCHASE Once in a while, when they have a specific need.

WHAT DO THEY LOOK FOR IN ATHLETIC GARMENTS ? 52.8% Comfort 19.4% Performance 13.9% Style

TRADE OFF FOR BETTER: PERFORMANCE . DURABILITY. ORGANIC/SUSTAINABLE?

Price, Convenience & Brand are the main a TRADE-OFFS for other values, when these values are provable. Consumers are willing to

DURABILITY

PERFORMANCE

SUSTAINABLE

PRICE

BRAND

COMFORT

STYLE

CONVENIENCE

“I like the new tracking devices like fit bit, they are a cool way to track my daily performance” “Participated in numerous school teams throughout high school and first year of undergrad. Captain for basketball, soccer and softball team, led the basketball team to 2nd place, 3rd place for soccer and 1st place for softball. MVP for all three on the senior year of high school.” | NIKE + MIT CO-LAB CHALLENGE |

THE MINDFUL ATHLETE GOALS & ASPIRATIONS

• Challenges & Setting Goals to achieve • Be Part of Something Great

LIFESTYLE

• Eats healthy and has a very active lifestyle • Sets goals based on body perfomance. (Build Muscle, Tonning, Built Strenght, Gain Flexibility)

FRUSTRATIONS AGE OCCUPATION STATUS LOCATION INCOME

• Change in Priorities has afected his rithm. “I wish I had more time” • Is often hard to find a team to practice soccer • “I try to eat as organic and natural as I can, make my choices based on trust”=B

30 UX DESIGNER SINGLE TORONTO, CA $95,000

I. DISCOVERY POSITIVE NEUTRAL

II. PARTICIPATION

USE REGULAR CLOTHING

PURC LACK OF TIME TO RESEARCH

GOES TO STORE TO TRY ON

IDENTIFIES NEED OF SPECIAL APPAREL

NEGATIVE

WEB BROWSING NEW ACTIVITY LEARNING PROCESS

NEW ACTIVITY LEARNING PROCESS

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THE ATHLETE

BRAND LOYALTY

BRANDS

Brand Name Brand Values

Price Convenience

CLOTHING

AWARENESS

Design/Style

Climate Change

Performance & Quality

Social Justice

Comfort

Good Health

Sustainable/

Food Justice

III. USAGE IDENTIFIES BETTER PERFORMANCE

IV. CLOTHING CARE

V. END-LIFE

SEES RESULTS

FEEL GOOD DONATE

CHASE USES FOR OTHER ACTIVITIES

E HAS TO CLEAN MORE OFTEN THAN OTHER . ACTIVITIY 3 TIMES A WEEK

| NIKE + MIT CO-LAB CHALLENGE |

WORN OUT = LESS WORN

STAYS IN CLOSET FOR A WHILE

THE ‘Look Good’ ATHLETE GOALS & ASPIRATIONS

• Graducate of College • Find a Well-Payed Job after graduation • Have a Family (Long Term)

LIFESTYLE

• Eats healthy to be in shape. • Worksout to stay fit and attractive. • Sets goals based on body appereance. (Reduce Inch or Fat%, Build Muscle, Lose Weight, Tonning)

AGE OCCUPATION STATUS LOCATION INCOME

FRUSTRATIONS

• College and Social Live sometimes interfeeres with her routine. • Not all workouts are effective and feels frustrated when goals are not achived

23 STUDENT SINGLE MIAMI, FL 35,000

I. DISCOVERY

PURCHASE

POSITIVE NEUTRAL

II. PARTICIPATION

DECIDES TO SHOP

SEES SOMEONE WITH A COOL OUTFIT

NEGATIVE

IDENTIFIES NEED OF SPECIAL APPAREL

WEB BROWSING SPECIFIC LOOK

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GOES TO STORE TO TRY ON

THE ATHLETE

BRAND LOYALTY

BRANDS

Brand Name Brand Values

Price Convenience

CLOTHING

AWARENESS

Design/Style

Climate Change

Performance & Quality

Social Justice

Comfort

Good Health

ECO

Food Justice

III. USAGE

IV. CLOTHING CARE

V. END-LIFE

LOVES HOW IT LOOKS

MORE ROOM

FEELS CONFORT

USES FOR OTHER ACTIVITIES

DONATE WANTS TO WEAR MORE OFTEN

WORN OUT = LESS WORN

HESITATES FIRST WASH (COLOR)

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STAYS IN CLOSET FOR A WHILE

Key Findings

2.2 The Eco-Conscious

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

2.2.1 SEGMENT MIND MAP DESCRIPTION The Eco-concious or sustainable users are highly aware of their purchasing habits. ‘Concepts of concern’, ‘information about environmental impact’ and ‘willingness to act’ are seen as the key predictors of environmentally conscious consumer behaviours. These consumers act as indirect advocators to other consumer types. Though they value style, garment performance and susatinably produced are of a higher priority.

“The threat to the planet is us. It’s actually not a threat to the planet - it’s a threat to us.” Margaret Atwood.

KEY FINDINGS

STRENGTHS

WEAKNESSES

OPPORTUNITIES

TTHREATS

- Consumers are extremely aware of the material choices they make. - They like to advocate their close acquiantces about sustainability.

- Prefer to shop at stores that they are sure of the sustainability practices. - Give a great deal of importance to word of mouth; trusted friends.

- Willing to repair their products to increase the sustenance. - Influenced by documentaires and TED talks.

- Inconvenience in obtaining eco-conscious products is the biggest barrier for most of the users.

| |NIKE NIKE++MIT MITCO-LAB CO-LABCHALLENGE PROPOSAL | |

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ECO-CONSCIOUS

2.2.2 INTERVIEWS “I have an aunt who is exactly my size and she gives me gorgeous leather coats and shoes. I love having them in my closet. It’s like my own vintage collection.” “I purchase clothes from these society exhibitions by independant designers. They are unique designs and are often of very good quality.”

“I purchase a lot of FabIndia and Daram clothes. But the only issue (with these) is that the colour bleeds. It is so hard to maintain these kurtis.” “I do not know much about sustinable clothing, but I am highly aware of the fuel I consume. And that is why we (my wife and I) decided to buy an electric car We still have a fuel car for emergencies.” “I am a homemaker. I do not use a car much. I walk down to the local grocery stores, you know not the Reliance Fresh, but the small street stores and purchase fresh vegetables everyday. that is being sustainable no?”

KEY FINDING Eco-Conscious consumers are in look out for apparel designs that are unique and those that are local sourced. They often purchase from exhibitions or society clothing forums. Most of the consumers make an effort to be sustainable in various forms. They try to eat local, be sustinable in their transport options and make an effort to obtain locally made clothes and mazimize it’s durability by taking proper care.

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PASSIONATE ECO-CONSCIOUS CONSUMER GOALS & ASPIRATIONS

- Have a positive impact on the planet. - Stay healthy and active. - Inspire others to be eco-conscious.

LIFESTYLE

- Practical and realistic. - Stressed out with ebvironmental issues.

INFORMATION SOURCES

AGE OCCUPATION STATUS LOCATION INCOME

- Friends and Colleagues. - Documentaries and TED Talks. - Websites and Online Forums.

45 JOURNALIST & ECO-ACTIVIST MARIED CHICAGO, IL $85,000

I. DISCOVERY

II. PARTICIPATION Websites are informative.

POSITIVE

Quality of products are worth the price.

Need Driven Online Social Forums

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ECO-CONSCIOUS

BRANDS

BRAND LOYALTY Brand Name Brand Values

Price Convenience

CLOTHING

AWARENESS

Design/Style

Climate Change

Quality

Social Justice

Comfort

Good Health

Sustainable/eco-friendly

Food Justice

III. USAGE

IV. CLOTHING CARE

V. END-LIFE Donate Shop Again

Inspire through Apparel. Multiple Usage. Extremely high maintenance.

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Discard consciuosly.

Key Findings

2.3 The Fashionista

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

2.3.1 SEGMENT MIND MAPS DESCRIPTION Fashionistas are characterized as consumers who base their apparel purchasing decisions on their personal style preference. They follow and create the latest trends in fashions. Fashionistas spend a significant amount of their time shopping, creating outfits. They get style inspiration from social media, fashion magazines & blogs and celebrities.

â&#x20AC;&#x153;I view my wardrobe as my chosen skin. I use it to convey my personality, mood & confidence â&#x20AC;?

KEY FINDINGS Strengths Weaknesses Aware of trends Willing to invest money in high-end Enjoy thrift shopping Use social media to research More aware of social issues in fashion

Unaware of $$$ spent on fashion Often attracted to fast fashion Unable to find specifc items thrifting Associate success with materialism Do not shop for sustainable fashion

Opportunities

Threats Key segment for inspiring/setting trends Ability to have negative impact Access over Ownership Materilastic tendencies Improved thrifting experience Will only choose sustainable product Social Media campaigns if comparable in price, quality, style More clearly labeled sustainability index & convience

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| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

FASHIONISTA

2.3.2 INTERVIEWS “I definately find that I have an emotional connection to the pieces that I own. I think a lot of it stems from ‘oh I wore this that one night and I had so much fun’ maybe I’ve never worn it again but maybe I will...” “It’s definately like you’re on a hunt, you don’t know if it’s going to be there, it’s tough to go in with a purpose...bigger time comittment and more of an adventure which I like” “I think the biggest problem facing the fashion industry is that the stores are selling the next season and discounting that seasons line so consumers can just wait until it’s on sale to purchase .” “I think they take them and sell them but I actually don’t know”

“you only find out who is using organic cotton once you are holding the product in your hands.” “I really try to invest in pieces as opposed to buying more disposable fashion, but I’m not at the point in my life wear I can afford to buy nice things.”

KEY FINDINGS Thrift shopping is popular in this customer segment not because it is seen as sustainable but it is a cheaper, more accessible outlet to achieve a unique look. Consumers in this segment admit it is hard to shop with a specific need in mind. People in this category wish they could afford to invest in higher end fashion pieces but will turn to thrift shopping as a way to affordably immitate their style goals. They purchase organic products in the food and beauty products segments but struggle to make a connection with sustainable fashion. | NIKE + MIT CO-LAB CHALLENGE |

33 Respondents WHAT EMOTION BEST DESCRIBES YOUR FEELING DIRECTLY AFTER MAKING AN APPAREL PURCHASE? Happy Anxious Ambivalence

ARE YOU AWARE THE APPAREL INDUSTRY IS THE 2ND LARGEST POLLUTER AFTER THE OIL INDUSTRY? No Yes

DO MATERIALS IN THE PRODUCT EFFECT YOUR DECISION TO BUY? No Yes

DO YOU READ THE HANG TAG LABEL ON A GARMENT BEFORE PURCHASING? No Yes Just to see if it is Dry Clean Only

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

FASHIONISTA

2.3.3 SURVEY: PURCHASE BEHAVIOR WHAT ASPECTS OF DESIGN ARE MOST INFLUENTIAL IN PURCHASING DECISION? Colors Materials Brand Fit Utility Quality 0 5 10 15 20 25

SHOPPING BEHAVIOUR Fashionista’s report shopping for apparel on a monthly basis. 80% reported that they were unaware of the amount of money they spend on apparel in a year. Fashionista’s report researching looks and items online prior to visiting retail locations to try-on garment before purchase.

CONTRAINTS Fashionista’s biggest reported constraint is money. They want to invest in their favorite fashion labels but the expsense can deter them. Another constraint was finding the perfect fit. Fit is the most influential aspect of the design they are drawn to. When it comes to shopping for sustainably manufactured items, there is a lack of awareness which stems from lack of comparable labeling.

ASPIRATIONS Fashionista’s aspire to have enough money to purchase high-end labels. They tend to associate success and achievement with material objects. The more disposable income they have, the more they will spend on fashion.

| NIKE + MIT CO-LAB CHALLENGE |

FASHIONISTA GOAL

- Get Promoted at Work - Lose 5 lbs - Afford that expensive bag

LIFESTYLE

- Materialistic - Busy

INFORMATION SOURCES

- Instagram - Vogue - Celebrity Style

AGE OCCUPATION STATUS LOCATION INCOME

32 DIRECTOR OF SALES SINGLE MANHATTAN, NY

I. DISCOVERY

II. PARTICIPATION

POSITIVE NEUTRAL

Window Shopping

Instagram

Purchase

Try-On

NEGATIVE

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

FASHIONISTA

BRANDS

BRAND LOYALTY Brand Name Brand Values

Price Convenience

CLOTHING

AWARENESS

Design/Style

Climate Change

Quality

Social Justice

Comfort

Good Health Food Justice

Sustainable-Eco-Friendly

III. USAGE

IV. CLOTHING CARE

V. END-LIFE

Recieve compliments Donate Shop Again

Put together outfit Stain Garment

Dry-Clean

| NIKE + MIT CO-LAB CHALLENGE |

Key Findings

2.4 The General User

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

2.4.1 SEGMENT MIND MAPS DEMOGRAPHICS

KEY FINDINGS

| NIKE + MIT CO-LAB CHALLENGE |

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

GENERAL USER

2.4.1 INTERVIEWS “My favorite brand is Armani Exchange; however, the most popular brand in my closet is Under Armor” - Howard Chiao, Student in Computer Science “I’m a family guy. I care about every little things in my daily ife.” “I read books. I watch TED.com. I study from reliable information sources. Even though I know a lot of social issues, but I don’t take action.“ - Buzz Wei, Architect “When I was 8 years, I realized and told my mom that I come here to love and to be love“ -Peiru Ko, Founder of Real Food Real Story “I use Instagrm a lot. I follow brands and fashionistas around the world.” “My customers only care about the design and style.“ -Tina Hsieh, Online Clothing Business “The clothes of big brands are eco-friendly product and care about the evironment. When talk about the prodcution, those brands ask us to provide the Eco-Friendly -related certificats.“ Jing Hsieh, Manager Garment Factory ““In the future, I would like to have a job which can contribute the society; meanwhile, I can maintain high quality of life.”.“ Yayun Cheng, Grad Student in Marketing

| NIKE + MIT CO-LAB CHALLENGE |

PRICE SENSITIVE CONSUMER GOAL

- Have my own company - Have healthier Lifestyle - Better work-life balance

LIFESTYLE

- Hedonism - Exercise regularly for good body shape

INFORMATION SOURCES

- Instagram - Brand Official Website - Youtube

AGE OCCUPATION STATUS LOCATION INCOME

23 STUDENT SINGLE JERSEY CITY, NJ $28,000

I. DISCOVERY

II. PARTICIPATION

POSITIVE NEUTRAL

Instagram TV series

Find Cheaper Items CAN’T Afford

NEGATIVE

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

GENERAL USER

BRANDS

BRAND LOYALTY Brand Name Brand Values

Price Convenience

CLOTHING

AWARENESS

Design/Style

Climate Change

Quality

Social Justice

Comfort

Good Health

Sustainable-Eco-Friendly

III. USAGE

Food Justice

IV. CLOTHING CARE

V. END-LIFE

Be Admired

Wear Sylish Clothes

Shop Again Donate Discard

Be Criticized

| NIKE + MIT CO-LAB CHALLENGE |

HIGHER PURCHASING POWER CONSUMER GOAL

- Looking good - Be fashion - Find a job in the nearly future

LIFESTYLE

- Family person - Exercise regularly for health reasons - Healthy diet

INFORMATION SOURCES AGE OCCUPATION STATUS LOCATION INCOME

30 WHITE COLLARS IN A RELATIONSHIP

- Google - Google News - TED.com - Brand Official Website - Documentaries

BROOKLYN, NY $95,000

I. DISCOVERY

II. PARTICIPATION

POSITIVE

Offical Website Bad UX/UI

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

Prepare to Buy Clothes for Specail Occasions

GENERAL USER

BRANDS

BRAND LOYALTY Brand Name

VINCE

Brand Values

A.P.C.

Price Convenience

CLOTHING

AWARENESS

Design/Style

Climate Change

Quality

Social Justice

Comfort

Good Health

Sustainable

Food Justice

III. USAGE

Like & Try the clothes

Check the Clothing Label

IV. CLOTHING CARE

V. END-LIFE

Extend Product/ Washing Clothes Life Clothes Donate

Sort

| |NIKE NIKE++MIT MITCO-LAB CO-LABCHALLENGE PROPOSAL | |

Discard

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

Part 3: SYNTHESIS Common Findings

| NIKE + MIT CO-LAB CHALLENGE |

3.1 MAPPING FINDINGS Qualitative & Quantitative

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

| NIKE + MIT CO-LAB CHALLENGE |

3.2 USERS MAP

The Intersected Users

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

| NIKE + MIT CO-LAB CHALLENGE |

Change textile waste into fertil supplies, filters, nett

Visual timeline of material life-span

Packaging Innovation

making your own clothes together as a community

refurbish clothes, transform into something new

T-shirt that broadcast various GIFS based on Mood Alert yoy to change outfit based on weather

Auto - Rege

nero-coture

Weather wearables

Micro Space

responds to mood Smart Fashion Responds to weather

Transforms with new trends Sizing

Childreswear

Color changing materials Grows with User

Materials that enhance focus Material that makes you act more sustainably Material Library Material GPS tracks and connects sustainable consumers Manufacturing network connected to users

Broadcast Messages

Connected on network

Interactive Advertising Jerseys

Referee People become dynamic screens Time Keeping

3.3 TREND MAP

Broadcast Reward for good behavior Collect Coins for how far you walk

8 Key Areas

Sustainability Score

Inte

lizer, building ting

Smart Mirror

Show the story, processes

GPS track where the clothes have been

Council for Textile Recycling (CTR)

See manufacturing facilities conditions

QR codes for apparel journey story Biomimicry

Shipping Alternatives Ability to try on clothes so see how they would fit

n Vitrual Realtity

Cyber Space

Green to Blue Space

Augmented Reality

Co-Op communities

Ability to feel materials without physically touching Materials that enhance workouts

eneration Machine

Power Plate Templosion

Nike+

Time Space

Collaborative Consumption, Access over Ownership

PoshMark Rent the Runway Zapyle

Inner Space

TRENDS + CONSUMER BEHAVIOUR

99 Dresses Cybrid = Generation Z

Instagram Use pictures to describe analagous comparision of material feel

Communicate via IMG, GIFS

Snap Chat

Customization: incorporate making app with materials for customized products

Design Space

er Space

See the environmental effect consumers specific chooses have

Educate Consumers about apparel manufacturing system

Outer Space

Turn Textiles into rocket fuel

Send excess textile waste to space

Play Space

New Materials mined from asteroids

Storage Space

Create personal attachment to clothes

Storing Life Data in your clothes

Less clothes, more connected with them Steps walked Menstrual Cycle

Health Information

Sleep Cycle Map Places you visited

Heartbeat Glucose Level networking

Contacts you Meet memories

| NIKE + MIT CO-LAB CHALLENGE |

Pictures

Part 4: INSIGHTS GENERATION Key Findings and Insights

| |NIKE NIKE++MIT MITCO-LAB CO-LABCHALLENGE PROPOSAL | |

Behavioral THE ATHLETE —Valentina

•

THE ECO-CONSCIOUS —Sucharita

•

THE FASHIONISTA —Diana

•

THE GENERAL USER —Shu Harn

•

4.1 RESEARCH INSIGHTS

•

In The Seven Fields

Functional

Being an active person creates a sustainable behaviour by default. Walking, Biking and taking the stairs

Being an active person creates awareness about one's body, health, food and performance. Yoga and other mindful activities create greater self awareness, and its relationship with the social and environmental context Thus increases the conscious sustainable choices.

How can we shift the relationship with fabrics as a default/Indirect Behaviour?

•

I read hang tags for washing information and price.

•

52% of Fashionistas research online while making purchases

40% Do NOT read hang tag

•

The brand they like ≠ What they buy.

People read the hang tag for washing instructions especially the expensive one ; and place of origin, which could indicate the quality. People obtain cloth/style information on instagram and brand website.

For social awareness, people take action when the issue is related to themselves. For example, most people pay attention to Health and Food.

•

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

I see opportunities to stay active when time is a constraint. Thus I park the car far away, I don’t take an elevator, I walk or bike whenever I can

Athletes want to performs and take care of health, top priority are shoes, then equipment and then apparel

Shoes= Lower impact, healthier joints, comfortable Journey. Equipment= Safety and Performance.

Apparel= Comfortability and Identity.

Performance is a byproduct of material sustainability

Style comes ﬁrst. I wouldn’t wear a dress because it is sustainable, the style matters. But all the sustainable clothes are stylish

Fit has biggest inﬂuence on purchase

People buy when convenient.

In general, the priority of buying clothes is style/ design > price > quality people change for imitate someone’s style to my style

Age 18-25 tend to use Instagram as information source; age 26-35 use social media to interact with their friends and family and care about the reliability of information source

People take more care on their clothes those are expensive.

Emotional •

r •

• I am very passionate in whatever challenge I undertake, specially if it involves a new sport, • yoga type. I push myself • a lot

Tracking Devices help me set goals and achieve them

•

• •

•

• •

e •

Experiential

•

Most feel satisﬁed but the users under the age of 25 feel broke after purchasing sustainable clothing

I feel good when I donate my clothes for charity.

I try to give away clothes to people I know. I do have some hand me downs from my cousins. I absolutely love wearing them

88% describe happy emotion post-purchase

•

Then feel good when giving them away to a cause

People tend to trust more small companies that have a sustainable oﬀer, local, organic etc...than big well-known corporations with the same oﬀer . They immediately deduce that it's a marketing strategy to compete in a new market

Even though I know I will donate my clothes, I usually leave them lying in my closet for few months before I give them away to charity. I can part easily that way

Situational •

•

• •

Refer to thrift shopping • as “treasure hunt”; hard to shop for speciﬁc item

16-18% of Americans shop at thrift stores. Estimate industry to grow 20% by 202

Interpersonal

Choice-Based

• “After a yoga class I wouldn’t buy fast food, it's a crime. After working • out maybe a balanced burger, no sauce. After a party I probably eat anything that I walk by”

• When the goal goes beyond ‘looking good, to get a signiﬁcant other, get attention or recognition’ people tend to create a sustained active life behaviour. Feeling good is often more rewarding.

I started looking at tags for a speciﬁc need: doing my own laundry and ﬁghting cold. Before I lived in the tropic and had help at home

I gravitate towards active people that share similar interests or motivators

Goal Setting, Challenges & Achievement are the main motivators of active individuals

Friendly (or not Friendly) Competition encourages action

I started to be sustainable when I spent few months on a farm working in various material production. When I saw the amount of waste that material production has, I felt I had to shift my behaviour.

DIY culture/platforms eﬀectively changing the behaviour and creating awareness around sustainability “I use craft as a tool to teach consumers about sustainable dying

•

Usually I inﬂuence my family and friends to be sustainable. I think I have managed to get so many people up on following this trend.

Moving Away from ownership and towards access

•

Dressing Room experience seen as necessary but unpleasan

•

Would choose sustainably made clothes if clearly labeled and comparable in price and quality.

•

To make behavior changes or focus on social issues. It’s not only about self-correlation, but also if their friends are related to the issue.

For inactive people, they attend social awareness event for fun or for their friend. For extremely user, they attend for gaining knowledge.

•

Prefer to buy eco-friendly clothing if the DESIGN is good and price is not that much expensive.

People love the challenges and heroism.

Feel Angry if the UI/XU of brand oﬃcial website is bad

People feel good if they donate their cloth if they don’t aware of the issues of clothing

People feel guilty when discard the clothes, but happy for having more space to buy new clothes

•

| NIKE + MIT CO-LAB CHALLENGE |

•

Traveling companions: Airbnb, Yelp, Uber, Afar

Price is always a tradeoﬀ if the beneﬁts are clear, comparable and trustable.

Consumers will pay 50-100% more depending on the need and beneﬁts = Proved Durability, Performance and Style.

Thrifts store is not an option for athletic out wear.

Willing to pay more if the product is truly sustainable

I choose to put in extra eﬀort in trying to produce less food waste by planning my routine and planning my grocery shopping

I always buy from local food stores. (In india and in the U.S

I buy clothes only when I absolutely need

4.2. CLUSTERS & KEY INSIGHTS

1 2 3 4 SETTING GOAL & CHALLENGES

FACTS

“I am very passionate in whatever challenge I undertake, especially if it involves a new sport. I push myself a lot.” Goal setting & achievement are the main motivators of active individuals.

16-18% of Americans shop at thrift stores triggered during the recession but has continued to be popular

When the goal goes beyond ‘looking good, attracting a potential mate, receiving attention or recognition’ people tend to sustain an active lifestyle for longer. (Health, Stress Relief …)

20% industry growth expected by 2020

PURCHASE

Gamification with health information(FitBit, etc) has lead to an increase in activity and the ability to track and compare that data.

People buy clothes that they know they can upcycle and adapt to their needs. Sewing machines sales have seen an increase in recent years. Small segments of upcycled fashion lines are becoming popular on sites like Etsy & Instagram. This is viewed as the most accessible and convenient way to shop sustainably for

FINDING REASONS TO STAY MORE ACTIVE

“I see opportunities to stay active when time is a constraint. Thus I park the car far away, I don’t take an elevator, I walk or bike whenever I can.”

GAIN AWARENESS

People gain awareness from their work & social network as well as events; would like to change their behavior if the issue is self-correction.

CHOICE THE PRODUCT

People tend to trust more smaller companies that offer sustainable, local, organic products as opposed to larger, well-established corporations offering similar options. The public tends to view corporations sustainability efforts as “green-washing” where as smaller organization exhibit sincerity and genuine concern around these issues. People want proven Durability, Performance and Style.

PURCHASE

IDLE TIME OF CLOTHING IN CLOSETS

“I usually leave them lying in my closet for few months before I give them away to charity.” Consumers admit to letting their clothes sit in their closets, unworn, for long periods of time before deciding to dispose or donate these items. This is due in part to the emotional connection many feel with their clothes. “I feel an emotional connection with clothes.”

DONATING CLOTHING

“I feel good when I donate my clothes for charity.” People admit to having positive emotions when they donate or give-away clothing but they are unaware that only 20% of donated clothing actually is resold in thrift stores and much of these clothes are shipped to 3rd world countries creating a large amount of waste.

Design and style are the determining factors in purchasing decision. Consumers prefer to buy sustainable products that are clearly labeled as such, so that they can easily compare products next to each other in store.

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

#1 TREASURE HUNT

People see thrifting experience as â&#x20AC;&#x153;treasure huntâ&#x20AC;?. And Takes more time and digging to find a good item that has positive benefit: uniqueness, attractivprice point and multi-use.

#2 SUSTAINABLE CHOICES

Sustainable awareness starts from influence from their close network, or a close interaction with the extreme situation. Behaviour change is empowered by a direct motivation to do good. Price is a real trade off when making the decision, if benefits are clear, comparable and measurable.

#3 BEHAVIOR CHANGE

Being an active person creates awareness around one's body; health, food and performance. Tools like FitBit leverage gamification to engage users by tracking their health information and motivating them to achieve greater goals.

#4 LIFE-CYCLE OF CLOTHING

Clothes tend to sit in closet unworn for long periods of time prior to donation/disposal. nce item is donated, feel positive emotions but do not consider what happens to | NIKE + MIT CO-LAB CHALLENGE |

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

Part 5: IDEATION PROCESS

Opportunities & Areas of iItervention

| NIKE + MIT CO-LAB CHALLENGE |

For the brainstorming process, we chose 4 “How might we…” questions to center around. The various research groups in our class were asked to generate as many ideas, written on post-its, around these concepts. Then the class voted on the best ideas for which we began our ideation around.

5.1 HOW MIGHT WE’S? Idea Genration

HOW MIGHT WE

EXTEND THE MINDSET

MAKE IT EASIER FOR CONSUMERS

OF AN ATHLETE TO INCLUDE

TO FIND SPECIFIC ITEMS AT THRIFT

SUSTAINABILITY?

STORES?

HOW MIGHT WE

HOW MIGHT WE ENCOURAGE

IMPROVE THE DRESSING ROOM

CONSUMERS TO SHARE THEIR

EXPERIENCE?

CLOSETS?

| NIKE + MIT CO-LAB CHALLENGE |

The top ideas from the brainstorming process were around tracking technology for sustainable actions & shared closets. From these we expanded and explored the opportunities within each idea.

5.2 BRAINSTORMING Idea Genration

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

| NIKE + MIT CO-LAB CHALLENGE |

5.3 DEVELOPMENT Concept Ideation

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

| NIKE + MIT CO-LAB CHALLENGE |

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

APPENDIX

| NIKE + MIT CO-LAB CHALLENGE |

| |NIKE NIKE++MIT MITCO-LAB CO-LABCHALLENGE PROPOSAL | |

| |NIKE NIKE++MIT MITCO-LAB CO-LABCHALLENGE PROPOSAL | |

My life gravitates around my active life, I run, bike, do cross fit, practice yoga, play tenis. I balance this with my job; I tend to have friends whith whome I can share this passion, I will encourage my future family to pursue this path.

| |NIKE NIKE++MIT MITCO-LAB CO-LABCHALLENGE PROPOSAL | |

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

| NIKE + MIT CO-LAB CHALLENGE |

| |NIKE NIKE++MIT MITCO-LAB CO-LABCHALLENGE PROPOSAL | |

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |