The goal in this strategic design course was to investigate how
Husqvarna can approach the market in a way to attract young people,
keeping in mind the core values of the brand. The results should be
2-wheeled vehicles focused and tailored around the user, embedded
in a story/interactive concept.
During the first part of the project students learned to analyse
both the brand, the market and the customer. Field studies,
lectures, exercises on branding among others, provided the tools
necessary for strategic thinking and concept definition. Students
understood the current customer profile and also map emerging
consumer trends that could be relevant for the project.
The foundation for the project was laid during a workshop
together with Interaction Design students. Research work was
carried out in teams and the resulting material including future
user scenarios was presented to the tutors.
During this phase students proposed an individual design brief
based on the scenario they have worked on during the research
phase. This brief included insights on the strategic design
direction to be explored. Each student was asked to individually,
on the basis of the identified design opportunities, describe the
desired attributes for the new vehicle concept. These attributes
were presented in the form of a reference/story board.
Soon after concept definition the students proposed a number of
design solutions that are in line with their individual briefs.
The development phase was also supported by tutoring and
nurtured the students digital modelling and visualisation skills.
The phase started with the selection of a key design theme,
incorporated further form development and refinement and resulted
in a detailed digital model.
Students will also receive coaching in oral presentation
The course ended with a review supported by 3D visualisation
tools and short movies.