Creativity and Business Innovation

Group

Stanley Krystal Kiri Joel Dixon Candy

Behaviors Observation

Ladies, especially working women, often suffer sore and painful feet after a long day wearing high heels

Working ladies will bring different shoes to work to cater for different occasions – flat shoes for comfort during the day; elegant high heels for business meetings and evenings out with friends

Ladies are getting more health conscious with the release of different medical reports on the effects of wearing high heels

Woman like monitoring their health and activity, and related to interactive web based systems.

Need Interpretation & Translation

Customer Statement Interpreted Need

A pair of good shoes needs to protect my feet

Physiological need: shoes, like cloths, satisfy needs of keeping warmth and feet protected

I want to walk comfortably for long hours

Safety & comfort need: the need to keep balance, not fall down after wearing high heels for many hours

I'm worried about the possible foot problems that might be caused by wearing high heels

Health need: the need to have soft feeling and pleasant heels and feet

The appearance of the shoes is a major factor when I purchase shoes

Appearance need: the need to have stylish and fashionable high heels

Need Interpretation & Translation

Customer Statement Interpreted Need

I want to know how much I walk every day and how I could improve my health

Information need: monitor technology allows feedback on distance, calorie loss, etc.

I spend a considerable amount on shoes for different occasions

Economical need: ladies have two styles (flat ballet style and elegant high heel) for the price of one shoe

It will be good if I won't need to carry shoes for different occasions for the same day

Convenience need: the need of convenience and time-saving

I want to look elegant even after long hours of wearing high heels

Ego need: the need to look elegant, confident, respectful and unencumbered after long hours of wearing high heels

Market Demand

For women who……

WORK during the day

SHOP in the evening

GO CLUBBING at night

Creative Concept

FASHION HEELS FOR THE HEALTH CONCIOUS:

adjustable high heels with monitor technology

“Fun, fashionable and fabulously comfy for ladies to wear in style”

Concept Development Process

Our Creative Process

Identify the problem – ladies have sore feet from wearing heels all day

Brainstorm ideas as a group on different ways to solve the problem

Comment on the pros and cons of each solid idea

Discuss feasibility of ideas - discard all unfeasible ideas

Research – market demand desires, technology, fashion, competition.

Develop prototype

Consult manufacturer for feasibility of production

Consult fashion shoe designer

Product Design Feasibility

Key Considerations in Product Design:Customer interaction technology and

interesting web interface Physical design of shoe

◦Shape adjustable heel◦Material for heel (Titanium)◦Material for sole (Shape Memory Fabric, SMF)◦Material for upper shoe (Leather or SMF)

Appearance, style and fashion elementSafety Cost effective production Can it hold the weight of a person

Introducing The Prive

The Solution for The Work Hard - Play Hard Lady

Stylish heels and flats – all in one! An adjustable heeled shoe that allows the

wearer an online interface to understand their usage.

Monitors health and wellbeing factors such as distance walked, calories burned, and even alerts for those with back pain issues.

The Prive Lady – Target Market

Style conscious Trend setters and

fashion followers Health and welling

aware20-40 age groupProfessional ladies …

who have busy jobs and who like to have fun after work

Competitive Analysis

Price

Comfort Fashion

Heel My Foot (HMF) technology uses two IC chips to monitor the distance traveled, the pace, and the calories burned by the individual who wears the shoes. The duration with certain height of the heel will also be monitored.

Customer Interaction Technology

• The chips are small accelerometers that are embedded in the shoe• The 1st chip is a sensor that detects the frequency of the user’s foot touching the ground• It is a transmitter that sends out a 2.4 GHz signal to communicate with the receiver (User’s Phone)• The 2nd chip determines the height of the heel by sensing the pressure applied by user’s heel

• A built-in receiver that receives signal from the chip• The receiver collects and saves data like the distance traveled, the pace and the calories burned by the user• The receiver also monitors the height of the heel

• The application on the phone converts the saved data into meaning charts•The application and the personal account on the web interface will give the user warning when she “over-walk” with certain height of the heel

Customer Interface

The Prive Website

Information on◦Product range ◦Health information about wearing high heels ◦Health tips for feet

I-shop ◦Direct revenue (sell shoes) ◦Revenue sharing (partners’ product, e.g. Scholl

Odour Control Shoe Spray, Massage Spa Service)

Web Interface – Personal Account

Personalized account with HMF technology: Provides walking history, calories burned, and health watch function!

The Importance of Style

Joining fashion with technology is a key challenge that we have identified in the creation of the adjustable heel. We will overcome this through:Shoe designers will be employedChoice in colour, shoe style and finish will be

available Following the latest fashion trendsSeasonal collections

A Fashion Issue Addressed: Shoes with interesting heel design from a style perspective have been well accepted in the market

Marketing

Sales◦High end retail outlets and department stores

such as Lane Crawford, Selfridges, Joyce◦Direct through online sales

Positioning◦Health and Style go hand in hand.◦You can be sexy and comfortable.◦ Be good to your back, and to your boyfriend.

Marketing Ideas◦Target trend setters through a PR campaign ◦Use fashion icons and celebrities to comment

on the health attributes of The Prive.

OUR PROTOTYPE

Would you buy our shoes?