The first step : Identify customers needs.
Two main questions were asked:
1- What kind of clothes do you wear in your job?
2- What kind of footwear do you wear in your job?
Men who wear a suit at their job answered the first question very fast without thinking. But the answer to the second question was not that easy. Most answers came after more that 20 seconds thinking and very diverse.
To those we asked another question:
What kind of footwear do you wear in winter at job?
They took 30 seconds and they doubted a lot.
Another question :
What is the most common footwear used at your company in winter when it rains or snow?
Most popular answer :
“ I use my shoes and my feet stay wet till I go back home.“
Our next answer: Are you confort at office? Everyone answered “NO”
A very clever answer:
“If I walk to the company I wear rain boots and once in the office i change my shoes.“
Our next answer for them: Do you carry a bag for the rain boots? Yes
Are you confort carrying a bag for the rain boots? “No”
A question for all of them:
If there was a pair very nice looking shoes which guaranty you feet dry during the day in winter and summer with any kind of weather, of a high quality traditional luxury brand , a pair of shoes to be proud of, would you buy them?
Most common answer : YES
Most clever answer:” Those shoes do not exist”.
Just one thing.
When it rains or snows they can not be worn.
So we though about famous watches, made of gold and diamonds but… you can only wash the hands without damage with very few of them.
And you can swim with an small part of this few, but, you can dive with less. And it is funny that you use the same watch for diving as in a wedding.
Luxury watches inspired us, one brand in particular. From that moment our aim was to create a pair of shoes that you could use for diving and in a wedding. Next step is to show our name at Roland Garros, Australian Open, USA Open and Winblendon.
At Roland Garros players leave their Rolex watch to play but they wear it again for the final dinner Roland Garros party. That is exactly our dream we wish all players to wear our shoes at Roland Garros but with a difference with Rolex , we also want our isothermal sneakers to be worn at Roland Garros tenis courts.
Comming soon…
Second design step: Creating a product that match market needs