Focus Group

Immersive Prototypes:

Building on the learnings from the diary study, the focus groups invited runners to step into an imaginative space that activated their senses & introduced future running footwear experiences.

With closed eyes a descriptive script was read to them, painting an experience to consider while standing on different materials.

Following this, they were asked to redline and document their reaction on a mood board (including moving images) that visualized the described experience. This created clarity around their interpretation of the concepts and desirability.

Concept A:

Imagine you are deep into your run, you are breathing heavy and distracting thoughts start popping into your head, testing your motivation.

Now look down at your feet, your shoes are slowly pulsing, signaling to you the optimal breathing pattern for your stride. You mimic the pattern and feel that your breath is synchronized with your feet.

Concept B:

Imagine you are running outside through a meadow, the weather is warm but there is a slight breeze.

Now imagine that you can feel the layers of soil beneath your feet. At first it feels slightly soft; you feel grass beneath you, gently stimulating your feet. As you run the surface begins to change. It starts to feel more densely packed, firmer. And by the end, the earth is solid and you feel like you're slightly springing forward with each step.

Concept C:

Imagine you are getting ready for your run, your calves are tight from the run yesterday and your joints are a little stiff, so you need to ease into it.

As you begin, your shoe feels soft and cushioned, then as you run further and warm up, you get an optional signal from your shoe, offering to adjust the feel. You respond that you're ready to push harder, and the sole begins to firm up a bit and gain some pop.

When you're ready to wind down, you switch back to the soft and cushioned setting.