TESTIMONY 2 | sergiosevilla

HOW TO INNOVATE IN A BILLION DOLLAR MARKET CONTROLLED BY ONE COMPANY?

My intent is to dive into the sunglasses market. A billion dollar industry which 85% of worldwide market is controlled by the Italian company, Luxottica. Understand what are customers looking for and the problems they face with existing products. Coming up with a creative solution focused entirely in people’s actual needs.

PSYCHO AESTHETICS PROCESS

For this project, design will be addressed using the Psycho Aesthetics process considered an Advanced Design Thinking Methodology.

In addition to RKS process, “Jobs to be Done” theory proposed by Clayton Christensen will be used as inspiration throughout the process. The “Jobs Theory”, has been used by widely known companies like Uber and Airbnb for successful commercial innovation.

THE "JOBS" THEORY

According to the jobs theory, customer don't buy products or services, they "hire" them to perform a specific job. This "job" can be defined as the progress that a person is trying to make in a particular circumstance.

WHY DO WE HIRE SUNGLASSES?

RESEARCH

The eyewear industry is divided in three categories: Frames, Sunglasses and Contact lenses. Together they are worth 90 billion nowadays and is projected to be worth 140 by 2020. Sunglasses represent 40% of the eyewear industry. The most surprising part is 85% of the whole market is controlled by one company, Luxottica.

Interviews, user observation and surveys where done to gather key for posible design opportunities. I learned 85% of people don't buy sunglasses as protection from the sun but they buy them as an accessory to look good. The main problem of wearing sunglasses is where do you store them when they are not in use.

KEY INSIGHTS

LOOK OVER FUNCTION

60% of people own 3 or more pairs. People are buying new pairs because they like to vary the way they look. It is more important how they look than how they fit.

LIGHT DEPENDENT

Sunglasses usability is dependent on light. People constantly take their sunglasses off and put them back on.

STORAGE

The biggest insight from the research is storage. Where to keep sunglasses when not in use is a major struggle.

PERSONAS

Robert works in New York and normally ends up at night in bars or out with friends. He usually takes his sunglasses with him, but after going into inside environments, he needs a place to keep them where they are not in his way.

Pain Points:

Foldable glasses are ugly

Constantly drop his glasses which are hanging from his shirt

Needs to buy different pairs to change his look

Alicia is mother of two teenagers and has a side job in jewelry. She is always moving around between leaving the kids at practices, her work and her family time. Having sunglasses that protect her when driving around but also easy to keep in her purse is a major element she needs.

Pain Points:

Big case that takes space in her purse

Its hard to keep track of where she leaves her sunglasses

48-year-old Alan likes to do outdoors activities. Wether its running, biking or some other sport he can´t stay still. He wears prescription glasses for long range and its essential for him to have his sunglasses and prescription glasses with him at all times.

Pain Points:

Hard to carry both pairs of glasses

Owns multiple pairs for the different activities

EXISTING PRODUCTS

Ray ban are the most popular sunglasses sold in the market. They are known for their classic designs like Wayfarer and Aviators. Their designs are normally clean and simple.

RAY-BAN

Oakley is known for their sports performance sunglasses. Most of their products are thought for performance or athletic needs. They sell in a less pricey range than designers brands such as Rayban or Persol

OAKLEY

Roav sunglasses are new in the market after being fundraised in Kickstarter. They are innovative by folding to a thin case.

ROAV

Also new in the eyewear industry, Baendit is trying to innovate by doing sunglasses with foldable legs. They can rap around your hand or other places to carry them around

BAENDIT

Persol is a designers brand that is known for high end sunglasses. Clean design, nice materials and shapes.

PERSOL

Clean design, Popular, Trendy, Fashionable

Lack of innovation or changes over the years

Positive

Negative

Sun protective, hard and durable, great for performance

Not fashionable (sports look),

no innovation and hard to store

Easy to store, lightweight

Hard to break, storable

Design is compromise by function, not known or used

Cheap look, plastic material, basic design, bulky

Beautiful design, popular brand, quality materials

Basic innovation, hard to store

DESIGN CONSIDERATIONS

Changeable lenses that give the customer the ability to change the look of their sunglasses without the need to buy a whole new pair.

Materials for the design should be long lasting and desirable. People choose sunglasses that look and feel expensive.

INTERCHANGEABLE LENSES

STORE IN YOUR POCKET

HIGH QUALITY MATERIALS

How you store the sunglasses is the most crucial principal for this design. It should fit in your pocket comfortably without compromising the frame design.