We were given four weeks and the broad topic of travel products. We slightly narrowed our focus to outdoor gear, but we still had to come up with an innovative idea that would stand out within a saturated market. 

FINDING THE MISSION

A-FUN-ITIZATION

We needed to develop a method for generating new and unexpected ideas. So, we filled four cups with slips of paper featuring Places, Products, Adjectives, and Wild Card modifiers, then drew blindly from each cup and combined the slips to form a single idea. We then made an affinity diagram of the results and cross-referenced the results with our findings from secondary research. While this method did not lead us to a solid product, it helped us identify the overarching themes that informed our design criteria and mission.

MISSION STATEMENT

Development of products that actively support the environment while promoting personal wellbeing with a focus on quality, versatility, and convenience

Party Campers vs Veterans

Millennials and Baby Boomers make up the largest segments of the outdoor market. In studying these groups, we found two divergent, noteworthy groups: the "Party Campers" (festival goers, van campers, glampers) & the Veterans (experienced backpackers, climbers, ultra-lightweight gear enthusiasts). Instead of focusing on one or the other, we decided to explore their common needs and pain points.

Our interviewees ranged from 25-60 years of age and had varying degrees of experience outdoors, from apprehensive beginners to seasoned ultralight enthusiasts. We used the data from their interviews to refine our focus and develop realistic personas.

After examining our research and cross-referencing interviews, we discovered that our diverse target market prioritized quality, versatility, and convenience, while they also expressed a common pain point: packing.

We started our form exploration by crafting simple sketch models out of heavy paper and felt. To get a sense of proportion, we also created a 1:6 scale model of the Tod persona and fit the models to him.

Instead of ultra-lightweight materials and construction, we decided to focus on durable, sustainable, modern styling. We chose waxed canvas for the bag, wool felt with biocomposite structuring for the pods, and reclaimed plywood for the pod caps.

Once we settled on form and materials, we drafted the pattern and constructed the body of the bag out of hand-waxed canvas finished with webbing and notions.

We branded the project with the name Azimuth--the word for a horizontal angular measurement used in navigation and cartography--due to its relevance in both the mechanics of travel and the angular styling of the product. For the logo, we abstracted the capital letter A, referencing both the name Azimuth and the equilateral triangles that are repeated throughout the product's form.