So for this design project I want to detail the Performance model with the integration of a renting service (Acces model). Since the subrenting leasing system is not really new, I had some thoughts on adding strategies to make this model more attractive to the user. Since the user pays for performance some ideas were needed to push the user to the next level of progression in kitesurfing.
So I had some thoughts on what could be the best idea to solve these problems in order to give an extra touch to the concept to make it more interesting for the user.
After some kitesurfsessions I noticed that kitesurfers love the WHOO; this is an application combined with an GPS tracker that tracks how high they jump. This gave me the idea to combine the service with an application. The application need to be design in the next way that the user has acces to the following information:
- have right equipment at right time
- track progression
- knowledge about the data
If the kiter is ready for the next level he will be able to see this on the application. The technical data will be explained with every progression he makes. His award will be to go to the store and be able to select a new board.
To finalise and complete the concept a customer journey and costprice calculation needed to be made. These methods really helped in order to both satisfy the user and business in order to become more circular and complete the final concept.
To have a deeper insight at which moment the users wants and needs are important the customer journey was visualised. While making the customer journey I noticed that the analysis of the touchpoints, feelings and thinking of the user , turned into opportunities were the earlier ideas of design strategies could be applied.
Kiteboarder can select boards from 3 different categories.
- Category 1: boards between 300-400
- Category 2: boards between 400-500
- Category 3: boards between 500-600
To calculate the cost price some assumptions will be made.
- A depreciation of 8 years.
- 3% interest per year
- Progression: 3 contact moments per year. 1st moment 1 hour, others 1/2 hour
- Maintenance and repair: 1 hour per year
- Additional costs (storage, app)
- Insurance: Assumed that 1/50 kiteboarders will lose their board in the first 3 months.
The differences in price per month don’t really differ that much. Let’s make a little calculation if it would still be interesting if the user pays 35 euro’s a month. With this amount of money he is able to try every board in every price category so this is an extra benefit.
The other calculation needs to be done how much money the user spends nowadays per month if they buy a kiteboard. In order to see if the service could really benefit to the user.
Currently a kiteboarder needs 4 years to find the perfect match with the board. In the analysis we found that the average lifecycle of the board is 1.3 year. In the second hand market the prices decrease very fast, on a average you can loose about 150 euro per year buying and selling the boards.
Because the lack of service or right equipment causes less improvement and the person will lose in total 600 euro’s in 4 years.
Using this service this amount of money will be paid in 2,2 years of use.
The service will provide the following benefits, these are the arguments that helps the user to progress twice as fast compared to buying and selling his own gear.
Benefits paying 35 euro’s a month for this service:
- Maintenance and repair (leads to trustfull materials)
- Ride trustfull materials (leads to quicker progression)
- Right equipment with the right level (leads to quicker progression)
- Try different boards to match performance (leads to quicker progression)
At the end the user will pay to progress twice as fast as normal!
So in the end after some calculations and making a customer journey I found what the best concept would be what could be implemented right now.
- The user pays 35 euro’s a month for acces to every kite board he needs/wants.
- An application helps him to progress in performance.
- To progress the next levels are explained by movies.
- Every phase (user context) the person is advised to change board through the app
- At the store the together with the salesman the user finds the best matching board to his performance level at that moment.
- The board what is brought back can be easily maintained and repaired to be ready for the next user.
The user scenario explains the concept more detailed:
To design a longer laster product it is important that in the end everybody benefits.
– User can ride any board he wants
– User gets help to progress
– User learns about equipment
– User can trust his material
– Stands for a better world
– Business makes profit
– Business create better bond with clients
– Stimulates a better world
– No kiteboards become obsolete/trash
– Material can be maintained and repared
The Acces model is chosen and therefore the challenge became to design an optimal service to prevent obsolete kiteboards. In this project there was no time to further work out the design on a product level. This doesn’t mean no more circular optimalisation can be done at product level.
Therefore I recommend some further research concerning the materials of the product. As earlier stated in the design strategies some improvements can be made to make it more circular.
- Better research in recyclable materials for both board and pads. (End of life)
- Design custom fit footpads, for a higher trust and attachment in the material.
- Better connection between the pads and straps to make it technical better reliable.