Brizon's Stepwing product line is an uniquely designed bicycle product that helps maintain the cyclists' core muscle strengths. In 2018, they needed a product redesign plan and new marketing strategy to boost their sales. Our team helped them identify product strengths and weaknesses, their target consumers and pain points, and how they could utilize new market trends to their benefits for an innovative business model by combining user behavior and marketing data.
Brizon Stepwing Case
Project Length: Jan. 2018 - Jun. 2018
Client: Brizon（普立司恩）(Taiwanese bicycle brand under Satori, member of Taiwan Bicycle Association)
Team composition:
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Research Team from Atlas Branding Co., Ltd.
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Branding Consultant
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Chief Designer & industrial design team from Ndd Design
My role: Assistant Project Manager
(Research Team from Atlas Branding Co., Ltd.)
Utilized skills: Marketing research and analysis, contextual inquiries, focus-group interview, surveys, project management, communication
Problem:
Brizon's Stepwing product needs a product redesign plan and new marketing strategy to boost sales. The company was looking to integrate fitness functions into their product to provide effective exercise results for their consumers.
Solution:
1. Stakeholder interview with CEO: We worked with our branding consultant, Chief Designer at Ndd Design and Brizon's CEO to identify and re-establish four main factors of the Stepwing product line, including:
(1) Product features and functions:
Brizon's Stepwing is a variation of the standard bicycle with no seat-post and a stepping pedal instead of a traditional bicycle pedal. Cyclists pedal standing upright, which strengthens their core muscles and contributes to the balance of their upper body.
(2) Target consumers and their pain points:
Target consumers include millennials that are eager to try new exercising products and like to exercise for fitness results. This target customer group needs a well designed fitness routine to help them keep track of their exercising progress.
(3) Product strengths and weaknesses:
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Stepwing strengths: unique product design, exercising fun, suitable for kids and adults
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Stepwing weaknesses: lack of emphasis on the visible practical benefits of riding Stepwing, design not attractive enough to its target consumers
(4) New market trends and consumer needs:
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Millennials: curious, practical, idealistic, individualistic
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Fitness trend: consumers put emphasis on their health and looks, and are willing to spend money and time for effective exercise results
2. User research:
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Contextual Inquiries: Three spinning coaches
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Contextual Inquiries: One physical therapist
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Focus Group & Survey: white-collar millennials
3. Online data research: We cross-referenced our findings from the contextual inquries, focus-group and survey results with researched online data. We found matches between the functions of the Stepwing product and new marketing trends.
Results:
1. New marketing method:
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We re-established Brizon's Stepwing product line as a "short-term high intensity fitness product that brings fitness fun and refreshes your mind."
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Its target consumers were re-identified as millennials needing effective fitness routines and the middle-aged population looking to maintain the strength of their core muscles and balance.
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We designed an innovative business model for Brizon: the Stepwing Fitness System. Apart from provding leisure fun, it combines the spin training system from spinning studios and contributes practical workout effects to its users.
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Our results aided the industrial design team at Ndd Design to redesign the aesthetics of the Stepwing for the modern cyclist.
2. New business model: We recommended that Brizon work with spinning coaches to provide an effective fitness system for its target consumers. Brizon is then rebranded as the service provider of a professional fitness product and training system.