Cusp
2019
Cusp is a proposed low waste & environmentally low impact subscription based shaving product for men. Made entirely from one material and are designed to be disassembled from the handle to the single-piece blade unit.
Cusp proposes a circular business model utilizing a blade send-back program. Users would send used blades back to the manufacturer for them to be repurposed. Making Cusp the conscious choice for the conscious consumer.
Cusp was a 15-week product development and branding project.
Skills
Research
Prototyping
Brand Strategy
Industrial Design
Illustration
Roles
User Research
Secondary Research
Stakeholder Interviews
Ideation
Physical Prototyping
Meeting Facilitation
Illustration
Market Analysis
User Journey Mapping
Industrial Design
Collaborators
Victoria Ayo
Yi-Hsuang (Elvis) Yang
Yue Leng
How might we use men’s consumer products as a gateway into waste reduction and sustainability while not threatening traditional perceptions of masculinity?
Process
Project Timeline
Research
1
Opportunity
Enabling green behaviors to alleviate the plastic waste crisis
41.9
%
of men were less likely to choose a green product following a gender threat.
As a result of gender identity maintenance, gender cues are more likely to affect men’s preferences for green products and willingness to engage in green behaviors.
Aaron R. Brough, James E. B. Wilkie, Jingjing Ma, Mathew S. Isaac, David Gal, Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption, Journal of Consumer Research, Volume 43, Issue 4, December 2016, Pages 567–582, https://doi.org/10.1093/jcr/ucw044
How might we use men’s consumer products as a gateway into waste reduction and sustainability while not threatening traditional perceptions of masculinity?
2
Research Part I
Stakeholder Interviews & Secondary Research
3
Research Part II
Analyzing competitive landscape, identifying opportunities for differentiation, defining target user, and
Ideation & Strategy
4
Ideation
Generating ideas for the physical artifact and business/service model through team brainstorming & individual creativity; Continued research
5
Prototyping & Research
Play time
6
Branding & Market Strategy
Branding, Brand Strategy, Go-to-Market Strategy, Business Model, Product Lifecycle
Design
7
Final Designs
Final Visual Prototype, CAD Renderings, Ad Campaign & Mock-ups, Packaging Design, and Pitch Deck
8
Final Pitch
Presented a 15 min pitch of the product