We believe good design allows for a more enjoyable life.”

— FREDERIK THRANE, creative director of design & Concept, SKAGEN

My Role

Project Lead

Project Duration

10 Weeks

Problem

The intent of this project was to design new experiences and functions that align with the SKAGEN brand.

SKAGEN presented the challenge: “Create new experiences, functions, and designs for the SKAGEN brand, and explore new technologies that the accessories brand can adopt.”

Approach

Our priorities were to discover more about the brand, to create a project roadmap, and to conduct research and analyze it. Insights gained from secondary and primary research were blended to create possibility statements. These statements were further simplified to create a set of design criteria that supervised concept development.

Development

We identified relevant SMART, connected, and wearable functionalities based on an analysis of the needs and the mindset of the Millennial generation (users born between 1982–2004). Though this analysis, we created key user archetypes that informed our concept creation.

Solution

At midterm our client critiqued the concepts which helped us to focus on those that were brand-right. Two weeks later we presented refocused research and concepts to SKAGEN. The client provided approval and direction to further four concentrated concepts. Our team developed these with the help of research, brainstorming, and constant feedback.

Result

Our client was very pleased with the concepts developed through this multidisciplinary research, ideation and design effort. It allowed the company to explore and shape innovative smart watch functions that were not only ‘brand-right’, but would attract Millennials to the SKAGEN.