PolyU_MA_Foot&Co_JW

Jeff Wan Chung Sing 14033563GAdvisor: Fred HanMaster of Design (Design Practise) 2014-

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ABSTRACTP.3

CONTENTS

EXISTING SERVICES & PROBLEMSP.4INSPIRATION

P.5MISSION STATEMENTP.6RESEARCH OUTLINE

P.7RESEARCH DATASP.8TARGETED CUSTOMERSP.9RESEARCH

P.11

P.1

SERVICE DESIGN CONCEPTSP.14

CONTENTS

SERVICE TOUCHPOINTP.19VIDEO ADVERTISEMENTP.24CONCLUSIONSP.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 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.

OrthoticInsole

CustomShoes

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

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:

OrthoticInsole

Bio-mechanic

CustomShoes

Comfort&Style

INSIGHT

P.5

MISSION STATEMENTFoot & 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

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

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

Occupation

Income Range

Education Background

Need & Want

Banking & Finance

Entertainment

PR & Marketing

Business Development

HKD$ 30K - 60K

University or above

Occupation LevelManagement or Executive

Wellbeing-over-status

Entrepreneur

Attention to quality

Conscious consumer

Knowledge driven

Admiration of craftsmanship

TARGETED CUSTOMERS / INTERNATIONAL ELITE

P.9

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 ), Bunion(姆囊炎 ) and Callus(足底皮膚硬結 )

P.10

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

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 AVisual designs for

consultation procedure and checklist that

facilitate and improve the consultation

process

TP BPhysical 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

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 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

TP A


Location of Pain?

Morning Pain?

Arch Index?

Weight?

Activeness?

SERVICE TOUCHPOINT / Plantar Fasciitis( 足底筋膜炎 )

P.20

SERVICE TOUCHPOINT / Plantar Fasciitis( 足底筋膜炎 )TP B


Moldable Plastic Sheet

Forms under hot water in 1 minute

Instant feeling of corrected support

P.21

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 )?


SERVICE TOUCHPOINT /Corn(雞眼 ), Hammer Toe(錘狀趾 ), Bunion(姆囊炎 ) and Callus(足底皮膚硬結 )

P.22

TP B


Cut and stick in 2 minutesApex(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

Video Advertisement

P.24

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P.30

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

Documents

PolyU_MA_Foot&Co_JW