Graduation Document - Jansher Aidan Bakhshi

Page 23

SYNOPSIS

This project centers around a range of approaches that attempt to recraft the wristwatch proposition from a Titan point of view. The process involved a deep study into the path dependence of watches, analysis of the Titan Brand, mapping of trends across industries, interpretations of where brands are headed and how users have evolved. A keen focus was devoted to understanding design language, along with other ways to break cycles of commodification in product design. Leveraging the ability of design to serve business goals, a design-led effort chalks out a path to create new users for Titan watches. The move is focused on generating greater desirability and adoption among the current non consumers. Working closely with the sales and marketing

divisions of the company, the project explores the current product offerings from the eyes of a non consumer to be able to bridge the gap between core business efforts and new user segments. Storytelling and sketch-notes were used as a tools in visioning and synthesis. A new foundational understanding of the brand has also been adapted to fit the storytelling business model of the company.

to being objects that allow for more elegant interactions and new symbiotic relationships. The project ends with the release of a new line of Raga Watches targeted at a younger audience and the successful initiation of an in-house design effort to develop a design language for Titan’s wrist based products. This move attempts to harmonize different offerings within the Titan portfolio and differentiate from watches of the brand’s competitors.

Design was tracked across different sectors to propose new ways to engage ‘Smart’ technology in use cases outside of monitoring, surveillance and fitness (areas that have been promoted by the likes of big insurance companies to create patients out of perfectly healthy people). Through this process, an attempt was made to deviate from core narrative of watches existing as objects of status, wealth, power, style and expression Graduation Project | Titan Vision Next: Explorations in Recrafting the Watch Proposition | 23


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REFLECTIONS

2min
page 199

INFORMATION REFERENCES

4min
pages 200-203

IMAGE REFERENCES

12min
pages 204-211

DESIGN IS

1min
pages 189-192

FIRST MANUFACTURE DRAFT

1min
pages 175-180

STORYTELLING AS A VISIONING TOOL

1min
pages 185-188

INTERCHANGEABLE BEZEL OPTIONS

0
pages 171-174

FINAL DESIGN

2min
pages 165-170

MOODBOARD

1min
pages 157-158

IDEA DEVELOPMENT - KEY SKETCHES

1min
pages 159-162

IDEA DEVELOPMENT - QUICK PROTOTYPES

1min
pages 163-164

ADOPTION PLAN & DESIGN STORY

2min
pages 155-156

TREND - USERS

0
page 151

DESIGN - NEXT

0
page 152

TREND - BRANDS, STORES

0
page 150

ADOPTION STRATEGY - RAGA

1min
page 143

SILHOUETTE, SURFACE & DETAIL

3min
pages 139-142

TITAN CASE SHAPE VARIANTS

2min
pages 137-138

MANUFACTURING

3min
pages 132-134

WATCH CONSTRUCTION AT TITAN

2min
pages 135-136

DESIGN LANGUAGE AT SCALE

3min
pages 129-130

APPLICATION ON TITAN

3min
page 131

DESIGN LANGUAGE

8min
pages 121-128

BRAND STORIES

3min
pages 117-120

DEFINING BRAND USING CORE METHOD

1min
pages 115-116

WHERE ARE COMPANIES HEADED?

3min
pages 113-114

DEFINING BRAND USING JUNG’S ARCHETYPES

2min
pages 107-112

DEFINING BRAND FROM PARENT BRANDS

4min
pages 101-106

SYNTHESIS FROM INTERNAL CONVERSATIONS

3min
pages 99-100

TITAN AT CORE

3min
pages 97-98

REFRAMED BRIEF

2min
pages 93-96

COMPETITIVE OVERLAPS WITHIN TITAN

3min
pages 90-92

COMPETITIVE OVERLAPS OUTSIDE TITAN

5min
pages 84-89

PRODUCT DIFFERENTIATION PARAMETERS

2min
page 77

TITAN WATCHES FOUNDING PHILOSOPHY

2min
pages 71-72

TITAN - USERS & NON-USERS

5min
pages 73-76

WHERE ARE WATCHES GOING?

4min
pages 67-70

INDIA’S RELATIONSHIP WITH WATCHES

4min
pages 62-63

THE HISTORY OF TIMEKEEPING DEVICES

7min
pages 52-56

WRISTWATCH DESIGN EVOLUTION

9min
pages 57-61

INNOVATION IN WRISTWATCHES

4min
pages 49-51

WRISTWATCH TEARDOWN

2min
page 29

TREND FORMULATION

1min
pages 47-48

CROSS-FERTILIZATION IN WATCHES

2min
pages 45-46

WATCH GROUPS & PRICE SPECTRUM

5min
pages 40-44

WRISTWATCH GENRES

5min
pages 37-39

WATCHCASE MATERIALS

4min
pages 34-36

WATCH TERMINOLOGY

10min
pages 30-33

INITIAL BRIEF

1min
pages 25-28

NATIONAL INSTITUTE OF DESIGN

1min
pages 15-16

SYNOPSIS

1min
page 23

ACKNOWLEDGMENTS

1min
page 11

TITAN COMPANY LIMITED

3min
pages 19-22

TIMELINE

0
page 24

PRODUCT DESIGN

1min
pages 17-18

PREFACE

0
page 10

CONTENTS

1min
pages 12-14
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