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We
wanted to communicate to our client what products were "cool"
within the ski market and why they were successful. We began by plotting
large charts of particular trends within the winter sports industry by locating
popular equipment on the design-function versus fashion spectrum—high
tech versus old-school basic, and so on. Then we indicated how the existing
helmet market fit into these matrices and how larger macro trends within
consumer culture were affecting the changes observed during the past decade
within the ski industry. This allowed us to set up design guidelines, and
also to provide concrete footing to our hunches and intuition—which,
in design, is often where the true gold lies. We like to involve our clients
in the journey by communicating where our ideas are coming from. |
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