BRIEF
Create a wearable product that pushes TAG Heuer to the forefront of the luxury health and wellbeing market
TAG Heuer had released it's first connected smartwatch in 2015. Could they use similar wearable technologies to enter the rapidly growing luxury wellbeing space?
WEEK 1
Market and technology research
The first week was spent investigating TAG Heuer's relevance in the market. What products already existed and what were competitors doing? What does wellbeing mean to TAG's luxury customers? And were the target customers attitudes to wearables and wellbeing?
This last point involved us surveying 100 wealthy professionals and discovering a difference in opinion demands between men and women.
Although both suffered stress from work and time-related causes. Men were more concerned with performance and competition from a potential wellbeing wearable. Whilst women sought a wellbeing wearable to help them attain fitness goals through accuracy and usability.
WEEK 2
Feature concepting and user-testing
With the previous research in hand and an awareness of the potential technologies available we began to conceptualise numerous features for our wellbeing wearable. We then tested them by creating a day-in-the-life with the product and interviewing five potential customers.
Overwhelmingly positive responses in testing allowed us to move forward. We also took on several suggestions and corrected a few things we overlooked.
WEEK 3
Storytelling, art direction and branding
We used the final week to build out a compelling deck for the client. We created a persona of Katie based on our research of young professionals in London to tell our story.
I created a brand language for the wellbeing wearable that combined TAG Heures sophisticated heritage, with an elegant professionalism. I also designed several simple mockups of the wellbeing features in action. This often leveraged the three smaller faces built into analogue timepieces that the digital watch was based. I hinted at these three circle throughout the deck design to hint at the concept of balancing work, play and rest that the watched aimed to create.
