Navigation through wearable technology currently exists only as an extension of a screen. Our solution: effectively communicate that the Lechal Smart Shoe will enhance daily navigation by increasing productivity and efficiency, In other words: “Own navigation.”
Lechal is the world's first interactive GPS footwear designed to assist the visually challenged. Using haptic technology, the shoes vibrate to communicate directions. Our challenge was to introduce Lechal to the wearable market as a desirable device for consumer use.
The Lechal smart shoe is the first interactive footwear to enter the market of wearable technology. As a result Lechal's potential competition, target audience, and unique positioning strategy is undetermined. Our research focused on a product analysis to identify Lechal’s USP, a market analysis to determine direct competitors and market opportunities, and a consumer analysis to understand insights and define a target audience.
Through our research we identified key insights to build into our brand experience. Using these insights and direction from our research we created three detailed personas to better understand the lifestyles, interactions and behaviors of our consumers.
Lechal’s navigation feature creates an entirely different experience for the consumer. This experience aligns with our audience’s value of adventure, productivity and efficiency. We believe this unique design can change the way we navigate and empower new adventures everyday.
Our target audience is not brand loyal, nor are they motivated by direct advertising. In order to effectively position Lechal as an innovative, trustworthy, and desirable brand, it is imperative that we captivate our audience through experience. In order to effectively do so, we structured our campaign into two major phases.
The pre launch campaign will generate buzz and excitement through consumer curiosity. Advertising will use a series of cryptic messages to create a sense of mystery for our audience. All interactions with the brand will be connected to specific touchpoints related to navigation.
The launch campaign designs a sense of adventure into the brand experience. The touchpoints and consumer interactions will remain centered around navigation, but the messaging will change to engage with our consumers. All messaging will invite consumers to a secret location; a giant maze for users to test the Lechal Smart Shoe and experience navigation like never before.
This campaign was a group project at SCAD in Fall 2014. I worked with designer Juan David Giraldo