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PolyU_MA_Foot&Co_JW

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Jeff Wan
Jeff Wan

The project involved research on foot problems, existing providers, and target customers. A customer flow was developed involving awareness, research, consultations, selections, and revisits. Two key service touchpoints included visual designs and checklists to improve consultations, and moldable materials customers could use to preview solutions. A video advertisement was also created to promote the concept. The conclusion discussed how the integrated service could better solve issues around human feet and shoes with seamless customization of comfort and style.

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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 DATAS P.8TARGETED CUSTOMERS P.9RESEARCH P.11 P.1
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 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.
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
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
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
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 Level Management 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(×ãµ×½îĤÑ×) Common Problem 02: Corn(ëuÑÛ), Hammer Toe(åN îÖº), Bunion( Ä·ÄÒÑ×) and Callus(×ãµ×ƤÄwÓ²½Y) 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 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
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(×ãµ×½îĤÑ×) P.19
TP A Visual designs for consultation procedure and 5 points checklist Location of Pain? Morning Pain? Arch Index? Weight? Activeness? SERVICE TOUCHPOINT / Plantar Fasciitis(×ãµ×½îĤÑ×) P.20
SERVICE TOUCHPOINT / Plantar Fasciitis(×ãµ×½îĤÑ×) 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
TP A Location of Pain? Corn? Hammer Toe? Bunion? Callus? Fat Pad Atrophy(Ö¬·¾‰|ή¿s)? Hallux Valgus(Ä´Íâ·­)? Diabetic(ÌÇÄò²¡»¼Õß)? Visual designs for consultation procedure and 5 points checklist SERVICE TOUCHPOINT / Corn(ëuÑÛ), Hammer Toe(åN îÖº), Bunion(Ä·ÄÒÑ×) and Callus(×ãµ×ƤÄwÓ²½Y) P.22
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(ëuÑÛ), Hammer Toe(åN îÖº), Bunion(Ä·ÄÒÑ×) and Callus(×ãµ×ƤÄwÓ²½Y) P.23
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 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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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
  • 12. RESEARCH / COMMON FOOT PROBLEMS Common Problem 01: Plantar Fasciitis(×ãµ×½îĤÑ×) Common Problem 02: Corn(ëuÑÛ), Hammer Toe(åN îÖº), Bunion( Ä·ÄÒÑ×) and Callus(×ãµ×ƤÄwÓ²½Y) 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(×ãµ×½îĤÑ×) 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(×ãµ×½îĤÑ×) P.20
  • 25. SERVICE TOUCHPOINT / Plantar Fasciitis(×ãµ×½îĤÑ×) 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(Ö¬·¾‰|ή¿s)? Hallux Valgus(Ä´Íâ·­)? Diabetic(ÌÇÄò²¡»¼Õß)? Visual designs for consultation procedure and 5 points checklist SERVICE TOUCHPOINT / Corn(ëuÑÛ), Hammer Toe(åN îÖº), Bunion(Ä·ÄÒÑ×) and Callus(×ãµ×ƤÄwÓ²½Y) 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(ëuÑÛ), Hammer Toe(åN îÖº), Bunion(Ä·ÄÒÑ×) and Callus(×ãµ×ƤÄwÓ²½Y) P.23
  • 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