We started an extensive business research process. Since we were doing this project as a collaboration between two brands, it was important that we defined a common target group as well as considered the strategy to move forward.

In addition to this Business Model Canvas, our research also consists of a Value proposition canvas, vision, mission and values, competition analysis in form of a positioning map and spidergram, and a initial definition of the target group. 

We also conducted qualitative interviews with a focus group as well as crafted specified probe kits for them. We gathered the answers and outputs a week later and made an analysis, all of this to understand our target group better. 

Design Drivers 

After getting to know our target group closer, we created a Persona to design for.  

POV 

Caring and environmentally concerned Eva needs a piece of meaningful jewelry, drawing inspiration from the botanical world but with an edge that fits her Scandinavian style and love for vintage. The jewelry should help remind her to take little sustainable steps every day while at the same time making her feel feminine and beautiful.