Pick a direction by Monday- that was the task. This was a struggle as it was one of the things we did not want to rush. We collated all of our observations for discussion. After analysis of each we found that there was a recurring theme of comfort vs practicality. We regarded this to be the definition of any camping experience. Though it is a valid statement that camping is a struggle of balance between comfort and practicality it did not help us incline towards a certain direction.
We did identify many problems for most if not all of the six categories, however we did not feel strongly towards anything until taking a step back and asking ourselves questions such as:
“What is really important to the customers?” which then led us to question which market were we really targeting to sell to and furthermore the product’s marketability.
And because of this we decided upon the direction of lighting as it certainly is a core necessity for all types of campers, and there are quite a few problems surrounding it such as the lantern emanating too bright light that it worsens the problem rather than fix it. It glares at the faces of people directly in front of it therefore making it a near impossible mission to see the person they are sharing a conversation with. As social aspects play a great role in camping we find that it is a key problem to find a solution for. Many nights I assume are spent gathered around, maybe with a few drinks and snacks at bay, just talking the night away during camping.
Furthermore, a suitable light source is needed to aide a person to conduct individual tasks such as going to the toilet and such.
Not only does it appeal to all types of campers, (this kind of) lighting also (may) appeal to a bigger market outside the realm of camping. It could appeal to homeowners with ample outdoor living areas.
We are aware of the very much saturated market for lighting and it is essential that we bear this in mind at all times to be reminded of establishing our point of difference from its competitors in the market.
This brief does deal, first and foremost, with enhancing the camping experience and therefore it could be our active goal to create an experience with our product, too.
We then drafted our brief by following the guidelines that Shane had given us. This was a pretty straightforward task to do, though it is the most complex I have ever seen a design brief to be.
There were a couple of points that still needed to be clarified, so we visited our design tool box and pulled out a couple of exercises that helped us answer these more. We wrote up personas (for a family, a group of friends, an elderly couple, a young couple and a single traveler), we carried out empathy mapping, from there pulling out needs and insights of our customers and finally creating point of view statements for each persona (with relation and focus on their lighting needs).
These exercises helped us to understand our brief better, and after editing our brief we are now confident to move forward.
Behind the scenes, all four of us have been completely immersing ourselves with images that we can regard as inspiration for our brief, in hope to culture and stimulate some creativity towards our ideate phase that will start tomorrow.