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?

Cusp_Razor Tile.png

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