Jeff Wan Chung Sing 14033563GAdvisor: Fred Han Master of Design (Design Practise) 2014-15
ABSTRACT
P.3
CONTENTS
EXISTING SERVICES & PROBLEMS
P.4INSPIRATION
P.5MISSION STATEMENT
P.6RESEARCH OUTLINE
P.7RESEARCH DAT...
SERVICE DESIGN CONCEPTS
P.14
CONTENTS
SERVICE TOUCHPOINT
P.19VIDEO ADVERTISEMENT
P.24CONCLUSIONS
P.31
P.2
ABSTRACT
P.3
This capstone project was advised by Fred Han and co-advised by Enersto Spicciolato
and David M Williams from...
Orthotic
Insole
Custom
Shoes
Bio-
mechanic
Comfort
&
Style
EXISTING SERVICES & PROBLEMS
Currently, the services that offer...
And most of the customers want
to be feeling good and looking
good at the same time in our
walk of life...
It should be li...
MISSION STATEMENT
Foot & Co. is a comprehensive footwear service for people seeking a solution to
their foot problem; it u...
RESEARCH OUTLINE
In-depth research and
analysis on local and
global custom shoes
companies, orthotic
insoles service provi...
RESEARCH DATAS
80% of people have big or small foot problems.
50% have pain or complain that caused by biomechanical probl...
Occupation
Income Range
Education Background
Need & Want
Banking & Finance
Entertainment
PR & Marketing
Business Developme...
RESEARCH
RESEARCH / COMMON FOOT PROBLEMS
Common Problem 01:
Plantar Fasciitis(足底筋膜炎)
Common Problem 02:
Corn(雞眼), Hammer Toe(錘狀趾), ...
RESEARCH / COMPETITORS
01 The Left Shoe Company
>Foot Scanner
>Custom Dress Shoes
02 The Left Shoe Company
>Foot Scanner
>...
RESEARCH / CUSTOM ORTHOTIC INSOLE
P.12
RESEARCH / CUSTOM DRESS SHOES
P.13
SERVICE DESIGN CONCEPT / CUSTOMER FLOW
CUSTOMER FLOW of FOOT & CO.
P.14
CUSTOMER FLOW / ENTRY
P.15
CUSTOMER FLOW / ENGAGEMENT
P.16
CUSTOMER FLOW / REVISIT
P.17
Awareness Research
1st
Visit
Consultation
Selection of
Service
Check
out
2nd
Visit
3rd
Visit
TP A
Visual designs for
consu...
SERVICE DESIGN CONCEPT / SERVICE TOUCHPOINTS
TP
A
TP
B
Visual designs for consultation procedure and 5
points checklist
Physical setting and object for customer to
pre...
TP
A
Visual designs for consultation procedure and 5
points checklist
Location of Pain?
Morning Pain?
Arch Index?
Weight?
...
SERVICE TOUCHPOINT / Plantar Fasciitis(足底筋膜炎)
TP
B
Physical setting and object for customer to
preview and try their selec...
TP
A
Location of Pain?
Corn? Hammer Toe? Bunion? Callus?
Fat Pad Atrophy(脂肪墊萎縮)?
Hallux Valgus(拇外翻)?
Diabetic(糖尿病患者)?
Visu...
TP
B
Physical setting and object for customer to
preview and try their selected service
Cut and stick in 2 minutes
Apex(EV...
Video Advertisement
P.24
P.25
P.26
P.27
P.28
P.29
P.30
CONCLUSION
The progress of making this project come true has provided me with insights that came
far beyond from what I co...
of 36

PolyU_MA_Foot&Co_JW

Published on: Mar 4, 2016
Source: www.slideshare.net


Transcripts - PolyU_MA_Foot&Co_JW

  • 1. Jeff Wan Chung Sing 14033563GAdvisor: Fred Han Master of Design (Design Practise) 2014-15
  • 2. ABSTRACT P.3 CONTENTS EXISTING SERVICES & PROBLEMS P.4INSPIRATION P.5MISSION STATEMENT P.6RESEARCH OUTLINE P.7RESEARCH DATAS P.8TARGETED CUSTOMERS P.9RESEARCH P.11 P.1
  • 3. SERVICE DESIGN CONCEPTS P.14 CONTENTS SERVICE TOUCHPOINT P.19VIDEO ADVERTISEMENT P.24CONCLUSIONS P.31 P.2
  • 4. ABSTRACT P.3 This capstone project was advised by Fred Han and co-advised by Enersto Spicciolato and David M Williams from the Hong Kong Polytechnic University and the aim of this course is to create a project that reflects the students’ passion in a specific field of design. The purpose of this report is to illustrate the understanding of the problem stated, and ultimately creating design solutions for the proposed topic; an integrated service design for custom insoles in shoes. the flow of this report will be divided into several sections describing the current problems, market needs and service procedure employed in custom orthotic insole and custom dress shoes services, followed up by the methodologies used for the research process. The insights will ultimately lead to the flow of concept generation, with a detailed report describing concepts’ functions and element. the report will be concluded with a summary of how the service design solution has achieved its goal to solve existing problems. In Hong Kong, about 80% of the people have big or small foot problem and services for custom insole and custom dress shoes have always been separated. In order to tackle such market gap, this subject has been raised in order to generate possible solutions that offer customization for comfortable and good looking premium dress shoes to international elites.
  • 5. Orthotic Insole Custom Shoes Bio- mechanic Comfort & Style EXISTING SERVICES & PROBLEMS Currently, the services that offer custom orthotic insoles and custom dress shoes are separated in the market, therefore there is no ALL-IN-ONE service for customers who are seeking dress shoes that can accommodate foot problems but yet looking good. P.4
  • 6. And most of the customers want to be feeling good and looking good at the same time in our walk of life... It should be like getting spectacles: Orthotic Insole Bio- mechanic Custom Shoes Comfort & Style INSIGHT P.5
  • 7. MISSION STATEMENT Foot & Co. is a comprehensive footwear service for people seeking a solution to their foot problem; it understand the science behind comfort and the comfort behind style. The service is support by touchpoints that enhance customer interaction, engagement and satisfaction. P.6
  • 8. RESEARCH OUTLINE In-depth research and analysis on local and global custom shoes companies, orthotic insoles service providers and shoe making workshops. Phase 1 Develop business models, concepts of touchpoint and brand strategies that meet the project objectives Phase 2 Select a final concept for further development Phase 3 Refine and finalize final concept Refine and finalize final concept Phase 4 Develop final presentation and branding Execution of final presentation P.7
  • 9. RESEARCH DATAS 80% of people have big or small foot problems. 50% have pain or complain that caused by biomechanical problems. And only 10-20% of those who have pain or complain would seek for help from foot specialist. Why?... Because the foot pain or complain is not too obvious and not affecting everyday life. Not confidence with the effectiveness of the solution. Lack of understanding from the general public. P.8
  • 10. Occupation Income Range Education Background Need & Want Banking & Finance Entertainment PR & Marketing Business Development HKD$ 30K - 60K University or above Occupation Level Management or Executive Wellbeing-over-status Entrepreneur Attention to quality Conscious consumer Knowledge driven Admiration of craftsmanship TARGETED CUSTOMERS / INTERNATIONAL ELITE P.9
  • 11. RESEARCH
  • 12. RESEARCH / COMMON FOOT PROBLEMS Common Problem 01: Plantar Fasciitis(足底筋膜炎) Common Problem 02: Corn(雞眼), Hammer Toe(錘狀趾), Bunion( 姆囊炎) and Callus(足底皮膚硬結) P.10
  • 13. RESEARCH / COMPETITORS 01 The Left Shoe Company >Foot Scanner >Custom Dress Shoes 02 The Left Shoe Company >Foot Scanner >Custom Dress Shoes 03 Dr Comfort >Off-the-shelf Orthopedic Shoes >Custom Orthotic Insoles P.11
  • 14. RESEARCH / CUSTOM ORTHOTIC INSOLE P.12
  • 15. RESEARCH / CUSTOM DRESS SHOES P.13
  • 16. SERVICE DESIGN CONCEPT / CUSTOMER FLOW
  • 17. CUSTOMER FLOW of FOOT & CO. P.14
  • 18. CUSTOMER FLOW / ENTRY P.15
  • 19. CUSTOMER FLOW / ENGAGEMENT P.16
  • 20. CUSTOMER FLOW / REVISIT P.17
  • 21. Awareness Research 1st Visit Consultation Selection of Service Check out 2nd Visit 3rd Visit TP A Visual designs for consultation procedure and checklist that facilitate and improve the consultation process TP B Physical setting and objects for customer to preview and try their selected service in order to raise confidence and lower drop rate “ Helping customer to understand the relationship between their pain and their shoes is definitely something useful for our practise... ” “ 50% of the customers get it right in 2nd visit; 40% need to come the 3rd time; 10% just never feels right...” TARGETED SERVICE TOUCHPOINTS P.18
  • 22. SERVICE DESIGN CONCEPT / SERVICE TOUCHPOINTS
  • 23. TP A TP B Visual designs for consultation procedure and 5 points checklist Physical setting and object for customer to preview and try their selected service Location of Pain? Morning Pain? Arch Index? Weight? Activeness? Moldable Plastic Sheet Forms under hot water in 1 minute Instant feeling of corrected support SERVICE TOUCHPOINT / Plantar Fasciitis(足底筋膜炎) P.19
  • 24. TP A Visual designs for consultation procedure and 5 points checklist Location of Pain? Morning Pain? Arch Index? Weight? Activeness? SERVICE TOUCHPOINT / Plantar Fasciitis(足底筋膜炎) P.20
  • 25. SERVICE TOUCHPOINT / Plantar Fasciitis(足底筋膜炎) TP B Physical setting and object for customer to preview and try their selected service Moldable Plastic Sheet Forms under hot water in 1 minute Instant feeling of corrected support P.21
  • 26. TP A Location of Pain? Corn? Hammer Toe? Bunion? Callus? Fat Pad Atrophy(脂肪墊萎縮)? Hallux Valgus(拇外翻)? Diabetic(糖尿病患者)? Visual designs for consultation procedure and 5 points checklist SERVICE TOUCHPOINT / Corn(雞眼), Hammer Toe(錘狀趾), Bunion(姆囊炎) and Callus(足底皮膚硬結) P.22
  • 27. TP B Physical setting and object for customer to preview and try their selected service Cut and stick in 2 minutes Apex(EVA) Sheet with Hapad Instant feeling of corrected cushioning SERVICE TOUCHPOINT / Corn(雞眼), Hammer Toe(錘狀趾), Bunion(姆囊炎) and Callus(足底皮膚硬結) P.23
  • 28. Video Advertisement
  • 29. P.24
  • 30. P.25
  • 31. P.26
  • 32. P.27
  • 33. P.28
  • 34. P.29
  • 35. P.30
  • 36. CONCLUSION The progress of making this project come true has provided me with insights that came far beyond from what I could imagine. Knowing that this could be a challenging project, especially acknowledging the difficulty of keeping all the design criteria in tact, tackling this subject has been joyous and exciting. The issue between human foot and shoes is not an easy assignment. Especially knowing that there are so many service provider offering custom insoles and custom shoes in the market, being able to create an even better service that integrate two types of customization makes it a challenge of this project. However, the service design from Foot & Co. differentiate itself with some unique touchpoints that enhance the trust and confidence between customers and Foot & Co.’s service, as well as educating customers to become more knowledgeable on their feet and shoes. In the future of custom insole and custom dress shoes should be integrated into one service and become more seamless and affordable. With the applications of different kind of digital fabrication and it is foreseeable that customization of comfort and beauty would become mainstream and allow more customers would have an opportunity to enjoy customization of comfort as well as style. P.31

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