User context

Posted on Posted in Product Analysis

Analysing the user leaded to the insight that the fanatic kitesurfers outgrow their boards and pads because they improve in performance. The moments of progression and material needed will be identified to be able to analyse the life cycle of the board and the disposal behaviour of this target group.

Different phases can be identified in the progress of kitesurfing.

  1.  learn to sail one direction
  2.  making turns
  3.  learning hooked tricks
  4.  learning unhooked tricks

It’s not a must, but every phase has its own material needs.

Beginners need a stiff chamber shaped board in order to make it easier for them to sail upwind. Also the pads attached to the board need to be easy to get in since they loose their board often while practising the beginning of kiteboarding. At a certain point in their learning curve they master the skill of sailing upwind. The next step will be to learn how to make turns. At this point a board with a rocker shape and pads more tighter enables the user to make the turns easier. This means a new board has to be purchased. The process in progression and the gear needed per progression level is showed in the picture below.

kitesurftypes & learning curve kiting-02

Disposal behaviour

This picture shows the optimal combination of gear and level of progression. What happens now is that per progression a new or second hand board is bought. In the outcomes of the questionnaire only 10% of the people purchase their board based on testing, so that leaves the rest in guessing if they buy a board matched to their needs. The next step in their progress they probably need a different board. The old board will be sold on the 2nd hand market or even worse; stocked away. If this happens at every progression phase, in the end the user will end up with different kiteboards in their basement.

Life Cycle

Average of 1,3 year (market analysis)

kitesurftypes & learning curve kiting-03

Conclusion

A clear disposal behaviour and life cycle of the kiteboard. We can state that the average kitesurfer uses his kiteboard for a year and than leaves it to the dusty basement to buy a new one. The boards are technically not at the end of their life so there lies an opportunity to create a more circular design.

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