Service Design | Design Strategy | CX
Cycling experience, innovation concept
Challenge: How could we develop a creative and innovative proposal for the implementation of a Spinning studio in Monterrey?
Year: 2019
Client: New Spinning brand that wanted to emerge but wanted to know the concept that could be attractive to the market.
Role: In-house Service Design Consultant
Teamwork: 4 people
Challenge:
Understanding the radical change that is being generated in the world by the cultural "fitness" where the "intangible" appearance is increasingly important, the terrain of the "Indoor Cycling Studios" has been increasing strongly.
We design the brand concept under a study and analysis of the industry and the models to follow. Understanding the reason for the popularization of this emerging concept and the value proposition of this new business model.
My role was to help design a unique value proposition based on trend research and the target user persona. I perform secondary research and create user personas based on archetypes.
Process:
When creating the brand, we jointly study the concept of architectural development, seeking to generate a fusion environment between the dynamism and energy of the class; combined with the post relaxation of a minimalist atmosphere in the reception and changing rooms.
The approach:
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I develop a Persona profile of the ideal user to have a target for the concept and moodboard creation.
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A Benchmark to identify the opportunity areas to create something different from the global competitors.
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We develop a Matrix to compare the currently existing concepts to identify the opportunity area.
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I created a moodboard which was then delivered to the graphic design team so they could develop the identity of the Cycling studio based on the research.
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Solution:
We create a concept based on
Class: Dynamism + energy
Post-class: Relaxation + minimalist
The result is an aesthetic, pleasant, and functional place for a studio with a projection of national growth. The team promoted by two partners committed to the project has been key in the success of this study versus other projects of the same line of business.
Journey map:
Map of the real site, from the entrance to exit.
My role was to create the journey map. An interior designer made this amazing design proposal.
In the beginning, we want to transmit a relaxation moment before a workout. Then, we wanted to have an energetic and powerful place to work out at the rhythm of the music.
