Underlying assumptions: We realized that it was hard to redesign the physical board design because of engineering and battery size etc… so we chose to focus more on the experience here. (More about how it is advertised, visuals, and how you use it/see it being used/public perception)
Our original journey map explores the current way that a potential consumer, in this case, Pat, might interact with the One Wheel.
From this diagram, and from our conversations in class, we decided to focus on two key points.
1) Getting to the first ride (building intrigue and interest)
This currently exists for the cool, hip, skater or snowboarder type and is having success in this area, but how can we generate interest among more corporate, professional working people? If we can also do this, the women who are in this category will be more interested as well. There are many brands that sell more than just their product, so if we can rethink the public perception of the One Wheel and create a whole brand lifestyle around it, then more people will be interested in buying into that way of life even if they aren’t completely sold on the product itself.
2) Getting from the first ride to purchase
We see that women often try the One Wheel just as much as men, so where is the disconnect in purchasing? How can we make the buying experience more desirable? We decided to focus here on packaging and how the buying experience could be improved, pulling inspiration from existing companies that we like (like Apple, or the buying experience at Clover).
We envision a complete rebranding of the One Wheel. This includes designing a new version of the product itself, one that feels more sleek, modern, and professional. The new version would exist alongside the current product, since that one already has success this is more about expanding the market as opposed to changing what is already working.
Additional changes include more visible advertising, a reworking of the website, change in packaging, and creating new venues for sales. The larger picture includes the lifestyle aspect which would include One Wheel coffee shops, concerts, bars, etc that add to the idealized lifestyle of someone who our fictional character, Pat, would look up to. This would pull in more women who want to be part of this type of life and create a greater One Wheel community around shared urban cultural interests. This would solve both of the above problems because the perception of the One Wheel would shift to now appeal to a wider audience and the visibility of the lifestyle would clarify ambiguity about the product or how one uses it or what type of people use it. The changes in purchasing, like the packaging, partnering with other compatible lifestyle brands to sell, and a loan program, help to get the already intrigued consumers to buy the One Wheel as well.
