Next? Pre-study for the second model

Sharing the work we have been doing with Cliff Design

How we can get more people on for the neematic experience? That was the starting point for our workshop with Cliff Design studio in Gothenburg.

We know that riders genuinely like performance. As well as quality and reliability. And most would like to experience some of this with their everyday rides, not only with dedicated weekend/holiday bikes.

This is the Cliff Design framework we have gone through — from ideation and discovery, to design direction, specs, and sketches.

Part 1. Discussing, assuming and (inevitably) simplifying the potential user groups. We called them tech, commuter, adventurous and explorer.

Excerpts from pre-study

Part 2. Positioning. Where is the neematic brand now and in the future? Our starting efforts in brand and product development quite clearly anchors us in the first segment. This is also we would place two user groups — adventurous and tech guy.

Excerpts from pre-study

Part 3. Segment positioning. The four user groups can be listed against two main axis — these are choices between offroad VS tech, and between the commuting VS play. This is how we align with adventurer product expectation.

Excerpts from pre-study

Part 4. How do we convert this into scoop?

Got to bring this thrill to the streets.

Excerpts from pre-study

Part 5 — Sketching is coming next.