This project explored a DIY Tech company to identify the white space's very inspirational design target. With reframing the focus from the consumption audience to the aspiration audience, and then finally influencing a brand’s identity and core values based on this target.
Project Overview
This project involved an extensive exploration of a DIY Tech company to identify an inspiring design target. We meticulously progressed from understanding the consumption audience to defining the aspiration audience, ultimately pinpointing the ideal design target. The research then delved into influential figures to shape the brand’s identity and establish its core values and purpose.
Team Credits
Scope
Strategy:
Demographic Audit
Competitive Analysis
Mega Trends
Aspirational Audience Interviews
Sub-Culture Analysis
Identifying Aspirations & Tensions
Design Target
Through in-depth research of the aspirational audience, I identified my highly inspirational design target: "tech baddies." These individuals, often underrepresented in the tech industry, include women, LGBTQ+ folks, and creators. Tech baddies prioritize community, self-expression, customization, and authenticity, firmly believing that tech should be accessible to everyone.
