Design research
Branding
Interaction design
Redefining Vibram's brand values in line with the Chinese culture and customers.
Project info
8 weeks execution time
Project part of Master degree program 'International
Design & Business Management'
The Hong Kong Polytechnic University
8 weeks execution time
Project part of Master degree program 'International
Design & Business Management'
The Hong Kong Polytechnic University
Role
Responsible for user research, brand strategy and service design
Working in a multidisciplinary team (marketeer, UI designer and visual designer) and multicultural team (from Australia, Canada and Hong-Kong)
Responsible for user research, brand strategy and service design
Working in a multidisciplinary team (marketeer, UI designer and visual designer) and multicultural team (from Australia, Canada and Hong-Kong)
Methods
Context mapping
Generative sessions
Customer Journey mapping
Branding
Conceptualisation
Prototyping
Context mapping
Generative sessions
Customer Journey mapping
Branding
Conceptualisation
Prototyping
Date
2015
2015
Challenge
The international outdoor company Vibram approached Hong Kong Polytechnic University to gain insight into Chinese consumer habits for developing a new marketing strategy to generate brand awareness and market share in China. Therefore, Vibram's brand values had to be redefined for a new brand campaign in line with the Chinese customer. Additionally, new brand touch points had to be identified to meet and connect with potential Chinese customers.
Approach
Context mapping
To develop a better understanding of the Vibram consumer in China, we created a probe package seeking to define the following areas: conceptions of outdoor and outdoor activities, personal outdoor habits (in daily routines and in a social context) and Vibram & competitor brand awareness. To maintain a high level of engagement of the interviewees, the package considered interactivity, un-intimidating graphics to encourage creativity and simple Chinese instructions to ensure time efficiency.
To develop a better understanding of the Vibram consumer in China, we created a probe package seeking to define the following areas: conceptions of outdoor and outdoor activities, personal outdoor habits (in daily routines and in a social context) and Vibram & competitor brand awareness. To maintain a high level of engagement of the interviewees, the package considered interactivity, un-intimidating graphics to encourage creativity and simple Chinese instructions to ensure time efficiency.
User research outcomes
A key insights of the user research was that a major part of the potential Chinese customers live in one of the major Chinese cities. Often, they don't have time or the means to do outdoor sports but they are interested. To increase brand awareness, Vibram can encourage the Chinese customer to discover the city with urban outdoor sports (like urban hiking) in line with their needs.
A key insights of the user research was that a major part of the potential Chinese customers live in one of the major Chinese cities. Often, they don't have time or the means to do outdoor sports but they are interested. To increase brand awareness, Vibram can encourage the Chinese customer to discover the city with urban outdoor sports (like urban hiking) in line with their needs.
Brand strategy
Based on the insights derived from the booklets, Vibram's brand values are redefined from a Chinese perspective. The new brand vision formulated for Vibram was: Creating a progressive way of wellbeing by empowering people to discover life's posibilities.
Accompanying brand slogan was formulated as Discover with us, representing the redefined brand values and in line with the brand's vision.
Touch point design
Different new brand touch points are designed to increase brand awareness, educate in product knowledge, stimulate purchase and increase brand loyalty. The solutions are shown in the brand touch point overview.
The brand touch points designed for Vibram in China to encourage the discovering the city was the Vibram Discover App and the 'Why not' signage in the city addressing detours and marking urban outdoor spots.
Different new brand touch points are designed to increase brand awareness, educate in product knowledge, stimulate purchase and increase brand loyalty. The solutions are shown in the brand touch point overview.
The brand touch points designed for Vibram in China to encourage the discovering the city was the Vibram Discover App and the 'Why not' signage in the city addressing detours and marking urban outdoor spots.
The brand touch points designed for Vibram in China to encourage the discovering the city was the Vibram Discover App and the 'Why not' signage in the city addressing detours and marking urban outdoor spots. The Chinese online e-commerce is researched to choose the best sales channel. Finally, warranty booklets and the discover challenge are designed for product (sole) awareness after purchase to increase brand loyalty.
Since the benefits of good soles (Vibram's core product) aren't acknowledged too, attention is paid to educate people in this field with the urban Night Hikes together with Vibram experts and the caution signages ("Vibram soles recommended"). Finally, warranty booklets and the discover challenge are designed for product (sole) awareness after purchase to increase brand loyalty.
Result
The branding and marketing strategy of the European shoe producer is transformed in a branding and marketing strategy applicable for the Chinese market. The extensive consumer research was leading in the decisions. The project is graded with an A and Vibram was positive of the outcome, especially about the good amount of implementable design solutions.