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This week's task had us using our collected data and applying it using a process called "Affinity Mapping". Which involved using our gathered insights, and visually organising them in groups, which clustered to reveal 7 key themes: Longevity, Durability, Fashionability, Aesthetics, Comfort, Affordability. (Note: Some of mine are grouped together for efficiency.) Which conclusively highlighted important considerations in marketing towards Gen Z, as a shoe-care brand, the final output was the affinity map itself, see below.

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This week's task focused on practice with design research methods, each group had to select one of the three research methods covered in the workshop, so that we, in our tutorial groups could gather data and apply it in order to gather insights. Our tutorial group chose to do a photo study, revolving around university students, and footwear they prefer to wear at the club, while we conducted the research collectively, we each had to individually create a blog post detailing how it was applied alongside imagery for reference, key insights gained from the research, as well as the advantages and limitations to the way in which the data was collaboratively collected. See Below my blog post.

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For this week's task, we were encouraged to think creatively and had to create 24 conceptiualised designs for an everyday household item. (Think, sponge, corkscrew, umbrella, plastic bottle, toilet roll, or in my case, a toothbrush.) By examining the objects traits and characteristics, such as texture, weight, shape and even flammability, we explored how these attributes might inspire unconventional, unorthodox applications, as to stimulate our minds to think "Divergently". 

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For my photo study, I analysed what Gen Z choose to wear on nights out. By approaching students in student-frequented locations, i.e. local clubs, pubs, freehouses, or even just the main street in Falmouth town, where there are many people to accost for your research, I explained my project and asked to take photos of their shoes. Furthermore I conducted a short interview asking questions such as "Why did you choose to wear these shoes in particular tonight?" "What is your preferred type of footwear for nights-out?" among other related questions. This approach proved to be advantageous as it provided me with qualitative data as well as visual context through the photos that can prove useful for later projects. Some of the key insights I gathered included factors such as, affordability, aesthetics, comfort, the relationship between wear and character, durability, practicality, and fashionability. These insights proved that students prioritise a balance between style and substance on nights out. However, this method of collecting data did not come without it's disadvantages, ie. Most of the generation on their nights out were in some way inebriated and this reduced their willingness to participate, their concentration etc, and any answers collected from intoxicated students may not be valid, as they couldn't provide sober responses. For this reason, students who were minimally or not under the influence were approached to get around this issue.

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Define // Divergent and Convergent Thinking

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Define // Divergent and Convergent Thinking

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Divergent thinking takes place when someone is faced with a difficult problem and in order to solve it, the individual explores multiple different solutions, by thinking out-side-the-box as opposed to a standard linear thought pattern, which is known as convergent thinking, in order to explore various avenues to solve their problem. This can be achieved through methods such as brainstorming in order to promote creativity, fluency,  flexibility, and communication through the transfer of ideas and concepts.

On the other hand, Convergent thinking can be helpful after this process, as divergent thinking can leave the concepts created scattered and undeveloped, convergent thinking condenses ideas down to cohesive comprehensible communicable ideas that can then help the individual enact a plan to solve said problem.

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This week's task revolved around creating both Lo-Fi and Hi-Fi prototypes in response to one of our groups selected design challenges. We explored the prototyping process by intially developing rough sketches, and then creating a more polished, interactive prototype using an app like Marvel.

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Use the soft bristles to groom and shape your eyebrows by brushing them into place.

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A toothbrush can be used to scrub out stubborn stains on clothing or fabric with detergent.

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Dip a toothbrush in a cleaning solution and gently scrub delicate jewellery to remove dirt and restore shine.

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Use it to clean under your fingernails after gardening, painting, or other messy activities.

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A soft toothbrush is ideal for brushing small pets like hamsters, guinea pigs, or gently detangling a cat's fur.

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Use a toothbrush to apply hair dye to small sections or roots for a more precise application.

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In art projects, the stiff bristles are perfect for creating texture or splatter effects when flicked.

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It can scrub mud and dirt off the soles of shoes or polish leather with a bit of shoe cleaner.

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For people with beards, a toothbrush can be used to brush and style facial hair in between trims.

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Use the soft bristles to gently remove dust from framed artwork or small sculptures without damaging the surface.

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A clean toothbrush can act as a mini-basting brush for spreading butter, oil, or sauces on small foods like pastries or grilled veggies.

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Use a toothbrush to clean stuck-on bits of food from the holes of a grater.

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Scrub dirt off small gardening tools, like trowels or pruning shears, to keep them clean and rust-free.

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Scrub between the teeth of a hair comb to remove trapped hair, oils, and dirt.

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The bristles can sweep dust and dirt out of the tight spaces in a computer's fan or air vents.

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Lightly brush your skin with a toothbrush to exfoliate dead skin, making it soft and smooth.

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Use the handle to create small holes in the soil for planting seeds in a garden or planter.

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Gently remove dust, dead skin, and food debris from the keyboard using the bristles.

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Use the bristles to create unique textures on clay or ceramics when crafting pottery.

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Push a toothbrush into sink drains to remove hair, food debris, or soap scum from the edges of the drain cover.

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Brush out dust and debris from the reusable filters in vacuums or air purifiers to help maintain airflow.

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Brush the spaces between guitar strings and frets to remove dust and oils that affect sound quality.

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Scrub melted wax out of candle holders with the toothbrush, especially in tight corners where it hardens.

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When a fan becomes riddled with dust, use the bristles to clean out the interior.

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This week's task is about using Remix and Creative Constraints as creative approaches to generate innovative ideas in response to one or two of the Design Challenges. Last tutorial session we sat in our tutorial groups and came up with a brief that utilised our data from our affinity maps, and now using these briefs we individually have to develop 10-20 unique and creative ideas. These ideas should be represented as scamps, alongside a simple title and annotation for clarity. The goal was to create these mock-ups self-explanatory so that the idea is communicated visually effectively. Then we had to write a brief explanation of the Remix and Creative Constraints techniques for ideation, as to re-stimulate our divergent thinking.

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Ideation is the process in which new ideas a created, developed and communicated between others, it can be expressed through graphical, verbal, written or various other ways.

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The Affinity Map has enlightened the following: 

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The Affinity Map has enlightened the following: 

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Many students value durability, preferring shoes that wont wear after a couple uses, they want shoes that withstand any conditions especially during nights out without quickly degrading. Durable shoes offer long term reliability. Furthermore, aesthetic appeal is crucial, they desire shoes that match their outfits and reflect their style, there is a strong preference for shoes that look good even with slight damage, as they reflect personal stories or unique character. Trendiness is also valued, students enjoy wearing fashionable items that catch attention. A non-negotiable factor for some is comfort, many prefer trainers or well padded shoes, to avoid the discomfort of heels or other hard soled shoes, aligning with the fact that they will be standing hours on their feet. Many students are also budget conscious and do not want to profligate on shoes they know will be inevitably damaged and made dirty, opting to purchase at thrift stores sacrificing high end quality, to cheaper, easily replaceable options.

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A prototype is a conceptualised model of a product or design, allowing those who created it to test, refine, tweak and edit ideas before creating a conclusive production. Prototypes can range from Low-Fidelity rough drafts to High-Fidelity interactive simulations that represent the product.

Lo-Fi Prototypes:

+ Quick to make

+ Inexpensive

+ Easy to Edit

- Limited Detail

- Doesn't convey final conceptualisation

- Difficult to visualise functionality

Hi-Fi Prototypes:

+ Detailed/Realistic

+ Helpful for Testing

+ Provides closer experience to final product

- Time Consuming

- More Costly

- Editing is higher effort

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How might we get Gen Z Shoe Obsessives who care about shoe character to be aware of Kiwi Shoe Cleaner by showing them Kiwi will clean the dirt but not the memories,

By only using photos not words?

A split photo of a shoe down the middle, birds-eye view, one side a dirty but character filled shoe, and the other half clean sparkly and shiny, symbolising how the memories have been preserved.

By partnering with an existing organisation?

Partner with a youth-oriented brand like converse or vans, create a display wherein a shoe has been cleaned by kiwi, still showing signs of wear, next to gear its been on adventures on with that are popular among gen-z, such as skateboards, a bike helmet, etc.

By using long-form copy?

In an advertisement, print or digital, insert a comic strip like sequence with each frame shows a different adventure, with the last frame showing kiwi cleaning the shoe, all the while leaving the marks from the journeys.

By using Guerrilla Marketing?

Create pop-up stations across high-traffic (footfall) urban areas in which people can clean shoes using kiwi shoe cleaner, with a line-up of before and after shoe photos, where each pair shows a cleaned, polished surface but retains scuffs and character marks.

By creating a character?

Soul & Mate are a couple of shoe characters, a rugged hiking boot and a streetwise sneaker respectivley, who share the stories behind their scuffs. After each Kiwi cleaning, they look fresh but keep their unique marks and memories. A comparative illustration of Soul & Mate with visible differences: Soul has faint mud stains and scratches, Mate shows scuffs and faded graffiti marks. Each character has expressive faces, showing pride in their cleaned yet soulful appearance.

By making your brand famous?

Create a large digital billboard with a rotating image of different celebrities, from varying levels of fame promoting the product.

By sponsoring an event?

Similar to the guerilla marketing idea, sponsor a streetwear fashion event where there will be a kiwi-cleaner station in a tent, with before and after photos lining the wall.

By finding a common enemy?

The enemy are unbranded generic shoe cleaners that scrub away dirt as well as character. Visually compare kiwi to the generics establishing kiwi as superior due to it leaving the character.

By encouraging word of mouth?

Create a campaign wherein customers share before and after images of shoes on social media using hashtags.

By thinking of a radio advert?

A radio spot where users share stories and memories tied to their shoes, followed by the sound of shoe cleaning and a made up tagline for Kiwi.

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For this reading week, we are tasked with developing an A3 graphic that presents your best campaign idea for our chosen brand, in my case the Kiwi Shoe Cleaner. The graphic should stand alone, clearly communicating the problem, insight, and creative solution, and must be formatted for a client pitch.

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The Problem:

Gen Z shoe fanatics often hesitate to clean their shoes. Why? Because they are afraid it will erase their unique look, acquired over time through the many scuffs, scratches, scrapes, losing its valuable character and history attached to it.

Key Insight:

Gen Z value products that preserve their individuality and stories attached to their possessions, they do not want to erase that, and so they seek a solution that will maintain its unique history.

Visual Concept:

A trainer, split down the middle, with one side looking worn but clean showcasing its character and history, and the other covered in filth, hiding the wear. Around the shoe are objects that represent life moments such as concert tickets, festival wristbands, a passion for skating etc, emphasising that each shoe has a story alongside it.

Objective:

This visual highlights Kiwi's unique appraoch to cleaning shoes, by that we mean their desire to not strip away personality and memories, due to their revrence for sentimentality and aesthetic and character.

Definition:

This method uses product design to tell a story, making the product itself a medium for personal expression, and the preservation of memories, that way alligning themselves with Gen-Z values.

Explanation:

Storytelling through design allows brands to create products that resonate emotionally with consumers, building a stronger attachment to Gen Z who value products that allow them to maintain and express indviduality, so presenting Kiwi as a solution that cleans without erasing the story resonates strongly with this preference. By positioning Kiwi as a memory preserver rather than just a cleaner, the campaign taps into an emotional narrative around preserving memories. The visual of a shoe split between cleaned and worn conveys that Kiwi respects and preserves the unique marks and scuffs which serves as symbols of personal experiences.

Source:

Harvard Business Review - The Irresistible Power of Storytelling as a Strategic Business Tool

This article emphasizes the effectiveness of storytelling in building brand connection, It highlights the fact that storytelling in marketing makes brands memorable and relatable, which is exactly what Kiwi aims to achieve by connecting with consumers memories and experiences.