2-Wheeled Mobility Vision 2022

Strategic Design & Storytelling 2015 (in collab. with Husqvarna Motorcycles and Kiska)

Class: TD1
Duration: 15 weeks


Husqvarna recently got repositioned and is on the way to hit the market. The company is aware of the fact that the general costumer in the motorbike market is getting older and that bikes today are not targeted to the young generation in terms of use & style.

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 techniques.

The course ended with a review supported by 3D visualisation tools and short movies.