Researched and analyzed the potential watch market of Chinese young people.
Designed several watch concepts for 20-30 young Chinese in 1-2 years applicable.
4. For
For
For
Design
InformaDon
Value
用户-产品-环境的有机联系 用户的情感,价值观
回溯,简洁,自然,联系
Retro,
Easy,
Raw,
ConnecDon
ConnecDon
between
people,
Express
personal
emoDon,
product,
environment
and
Express
social
emoDon,
natural
InteracDon
between
people
and
society
9. 趋势总结1
Abstract 1
运用自然元素,给人们的生活注入一丝自然气息
The
use
of
natural
elements,
for
people
to
breathe
some
life
breath
of
nature
生态
Ecological
融合大自然的造型与材质,给人们带来一点情趣,引起他们的共
鸣
大胆活泼的糖果色,柔美的曲线,别样的纹理,从中寻找一点精
致的感觉
10. 信 息
Information
share,communicaDon,interacDve
传感器运用,和周边环境的互动;网游造就很多的宅男;色彩的运用与情感联系;网购的兴起;感官的体验;3D视觉效果的广泛应用,加强了
视觉效果;多指触控的普及,最接近用户习惯;APP应用的猛增
14. 趋势总结2
Abstract 2
物被赋予感情,产品变得有生命,人们享受设计带来的便利。
Material
was
given
feelings,
products
become
a
life,
people
enjoy
the
convenience
brought
by
design.
沟通 通过媒介产品,人们享受这种沟通、交流、分享的方式,同时以
Communication
这种方式展示自己。
宅人的生活,更多的是从互联网上得到信息,更多的是虚拟世界
之间的交流。
15. 价值观
Value
classic,back
to
the
ancients,pursue
oneself
青年旅社,徒步旅行;不会盲目追求名牌奢侈品;流行瑜珈,注重健康、养生;繁杂花哨的东西不再被追捧转而喜欢简单有品味,能突出自
己个性的东西;环保意识加强;享受二人世界,接受裸婚;复古小清新
19. 趋势总结3
Abstract 3
借鉴古人的智慧,使用者参与到产品设计中,使之个性化
Learn
from
the
wisdom
of
the
ancients,
the
user
parDcipaDon
in
product
design,
to
make
it
personalized
文化
Culture
用设计让产品更加温暖,自然,人性化
关注人们最本质的需求是产品所要考虑的重要问题之一
22. 我们针对中国市场各层次用户,做了一系列调查分析,并收集了大
量图片和信息,将结果分为“手表”、“时尚”、“日用品”三类,
最后总结出三组明确的方向,结果如下:
Target population, a series of investigation and analysis, and
collected a lot of pictures and information, and then
divided into “watches” ,“fashion” , “daily necessities” into three
categories, and finally summed up the three sets of clear
direction, the results are as follows:
23. 资料分类,列出对立词 建立坐标轴(服饰,物件,手表)
Data classification, list Build the axes(FASHION,
opposing words DAILY
NECESSITIES
and
WATCH)
)
资料整理过程
Data compilation
25. 服饰 亮丽/Bright
FASHION
造型:多色彩,亮丽,运动风,休闲
意义延伸:业余生活丰富,性格活泼
Form:Multi color, Bright, 2
Sportswear, Casual
Addition:Amateur life rich, lively
personality
活泼/Lively 成熟/Mature
1
造型:成熟,单材质,单色彩,大气
意义延伸:具有一定的品牌意识,符合
所处的身份地位,较为沉稳
Form: Mature, Single material,
Single color, Atmospheric
Addition: Have a certain brand
awareness, consistent with the
identity status, more calm
素雅/Elegant
27. 物件 圆润/Streamline 造型:多色彩,圆润,简洁
DAILY 功能:单一
NECESSITIES
意义延伸:拥有群体性格较为活泼,
年轻,女性占多
造型:造型多样,材质多样,
功能:单一 Form:Multi color, Clear, Concise
意义延伸:拥有一定的经济基础,拥有自
己的业余爱好
2
Function:Single
Addition:With group character
is lively, young, Most is female
Form:Various shapes, Materials
and diverse
Function:Single 3
Addition:Have a certain economic
base, have their own hobbies
复杂/Complex 简洁/Simple
1
造型:简洁,单材质,棱角较为分明
功能:单一
意义延伸:务实,喜欢无印良品风格的物品
Form:Simple, Single material, Angular
clear
Function:Single
Addition:Pragmatic, loving Muji styles
棱角/Angular
29. 手表 优雅/Elegant
WATCH
优雅,
个性化,DIY,特 曲线感,
复古,民族风 别的表带 饰品化
Retro, ethnic Personalized, Elegant,
简洁,
wind DIY, and a Curve,
精致
special strap Accessorie
原生态,自然, s
传统元素,温暖
极简,
The original
几何形
ecosystem, 酷,
Natural, 糖果色, 奇趣,
造型经典, 易搭配,
Traditional 新体验,
时间易辨认 和心情有关
elements, 通用性
Shape of the
Warm
classic
Time and
传统/Traditional legible 现代/Modern
品质感,
单材质,
中性,
简约 健康, 运动,
成熟, 功能性
稳重, Health,
奢侈 Sports,
Functional
硬朗/Tough
30. 手表 优雅/Elegant
WATCH
酷,
奇趣,
2
新体验,
通用性
4
Cool,
Funny,
New experience,
复杂,
Versatility
闪亮,
气质,
3
传统/Traditional 多材质
现代/Modern
Complex,
Flashes,
Temperament,
More material 品质感, 1
单材质,
健康,
中性,
运动,
简约
功能性
Sense of quality,
Health,
Single material,
Sports,
Neutral,
Functional
Simple
硬朗/Tough
31. 用户分析 优雅/Elegant
PERSONA
富二代,潮人
自我
追求新鲜事物
rich second generation
4
trendsetter
2
Self-centered
Like new things
普通白领(职场新手,孕妇)
追求生命的质量
Ordinary white-collar
3
传统/Traditional workers (workplace 现代/Modern
novice, pregnant
women)
pursue the quality of
life 1
设计师,摄影师,外企白领
审美观独到
Designers,
photographers,
foreign white-collar
Aesthetic unique
学生,运动爱好者
热爱生活
关注健康
Students, sports enthusiasts
Love life
硬朗/Tough Concerned about the health
32. 结 论
Conclusion
1
1
造型:复杂,多彩,电子,运动 标签:学生,运动爱好者
功能:天气,湿度,心律,计步 特点: 热爱生活,积极乐观,对于手表,更
意义延伸:关注健康,辅助运动的功能 注重功能,同时关注健康
Tags: Students, sports
Form: Complex, Colorful, enthusiasts
Electronics, Sport Features: Love life, positive and
Function: Weather, Humidity, optimistic, watch, pay more
Rhythm, Meter step attention to function, while
Addition: Concerned about the concerned about the health
health, supplementary motor
function
33. 结 论
Conclusion
2
2
造型:现代,时尚,简约,多材质 标签: 富二代,潮人
功能:除时间外,还有互联网,音乐,天气 特点: 自我,追求个性,追求新鲜和刺激
意义延伸:拥有较为鲜明的个性,希望引起注意 的事物,渴望得到认可
Tags: rich second generation
Form:Modern, Fashion, Simple, Montonous Trendsetter
material Features: Self-centered
Function: In addition to time, the Internet, the pursuit of individuality, the
music, weather pursuit of new and exciting
Addition: The more distinct personality, hoping things, the desire to be
to draw attention recognized
34. 结 论
Conclusion
3
3
造型:金属材质,较为硬朗,棱角分 标签:设计师,摄影师,外企白领
明 特点:审美独到,
功能:看时间 用设计的角度去看待任何产品,再贵的
意义延伸:简洁但设计感强烈,品味的 东西,只要喜欢赚够了钱就会去买
象征 大部分人在大城市工作,很少回家
Form: Mental material, Relatively Tags: Designers, photographers,
hale, Angular foreign white-collar
Function: Watching Time Features: Design point of view to
Addition: Simple but strong look at any product. If he/she
design sense, a symbol of taste Tooks a fancy to something, he
will buy it after he earned enough
money. Most people work in big
cities, go home very few times.
35. 结 论
Conclusion
4
4
造型:经典,,圆盘造型,清晰 标签:普通白领(职场新手,孕妇),追求
功能:看时间 生命的质量
意义延伸:手表并不是跟随潮流的饰 特点: 喜欢简单的样式,和可靠的牌子,
品,而更多的是象征身份品位的物品 兼顾事业和家庭,手表要外观也希望关
注健康,喜爱网络社交
Form: Mental material, Relatively Tags: Ordinary white-collar
hale, Angular workers (workplace novice,
Function: Watching Time pregnant women), the pursuit of
Addition: The watch is not to quality of life
follow the trend of jewelry, and Features: Like the simple style,
more is the symbol of taste. and reliable brand, care both
career and family, appearance of
the watch is important, focus on
health is nicer
42. PROCESSING
TECHNIC
LED
Etch
表盘侧部安装有LED射灯,通过 表带内部蚀刻后,光射在表达上会
辐射的强弱,变化颜色。 呈现时尚的光影效果。
There
are
LEDs
assembled
on
side
The
belt
would
represent
a
fashion
of
watchable,
with
the
changing
light
effect
with
etching
inside
the
of
radiaDon,
the
led
would
change
the
light
color
to
warn
people.
watch
belt.
TRANSPARENT
PLATE
改变传统表盘设计,以透明给人带
来平静、纯净的设计。
Making
effort
to
changing
tradiDonal
watch
plate
design
with
transparent
glass
instead.
All
this
is
string
to
make
inner
peace.
43. 用户信息表2
PERSONA
INFORMATION
用户形象标题:职场男性
职业:人力资源管理 /Designer
居住地:杭州 /Hangzhou
价值观:环保,健康/Environmental、Healthy
对手表的需求:运动、看时间,心灵寄托
用户描述:具有一定的收入,在城市工作,喜欢
具有光感的产品,希望拥有品质生活,希望产品
能在一定的程度上显示自己的身份。
44. 用户理念表2
PERSONA
CONCEPT2
理念名
Concept Name O-‐Light
企划背景 每个人都想拥有品质生活 在走向人生转折点的
Background 年纪品质生活将是每个人的追求
企划目的 用金属的材料和现代感十足的形态为每个人提
Purpose 升生活品质感
主要商品特征
需求 将经典与时尚结合
Feature
与市场上以金属为材料的手表在形态上形成差
提供价值
异化,但与市场上已有的创意类手表相比又增
Value
加了厚重感和品质感。
假定目标用户群
及使用场景 以成年的各类对生活有品质追求的人,尤其是
Target user & 办公类人群。
Usage scenario