Those individuals who are leaders and opinion shapers should be excited about PLAYR’s future plans to add more customizability and more design choices in the near future. Those players, that’s what they have…We are after those…leaders…who are showing the way to the rest of the team.” It’s the preparation, it’s the constant performance. “In sports today talent is important but it’s not everything. They innovate and they…embrace new technology. They have an edge on the rest of the population. “The that are buying PLAYR are adapters, they are opinion shapers. The idea of PLAYR being for the select few, those who are passionate about getting better is an idea that Simeray elaborated on. We also worked a lot around of electricity-that electric, dynamic player. Through the use of colors and selective imagery PLAYR is looking to hone in on their target audience: “the high working, high performer who has this passion That is why we chose colors…electric blue…a strong pink. And that’s fundamentally all we are after.” It’s for players who are really serious about…their game and who are willing to enhance their performances and get a competitive edge the other team and the other players. It’s the pod, it’s the vest, and it’s the software-where the user is spending 90 percent of their interaction time…frictionless and beautiful…”īenoit and Catapult were very conscious in their design choices for the product, the packaging and the story they tell in their online messaging. “We massively enjoyed the creation of that beautiful project… The product is not just the vest. The simple and elegant design and packaging is a visual manifestation of the seamless and efficient product and user experience. It’s very simple, but for me, it is fundamental that anything that we are doing at Catapult has to be design led…Not just the way the product looks it’s the way our products interact with our customers.” “And then the fourth thing-it’s got to be beautiful. It’s got to be very easy to unbox, to set up, to upgrade, to use, and then to upload the session. “So it was just high quality and high performance it was frictionless in all aspects. It needed to be what Benoit calls, “frictionless.” The design of the product was shaped by four defining principles, Benoit explained. The result of asking those questions is a sleek and seamless piece of technology that looks great. Why do we have a button? What is the value of having a button?…what is the value of the vest? How do we approach the smart vest in a different way then we have been doing for the last 10 or 20 years…Why not wireless charging? Could we not use the vest to activate the pod, to turn it on? And to autodetect when you actually started to move? So there is a magnet in the pocket of the vest that signal(s) the pod to turn on.” That was no accident, a lot of thought went into the crafting of the vest. One of the first things you notice about the PLAYR vest is the sleek design-no buttons, no visible outlets or charging chords. We did, however, get the opportunity to chat with Benoit Simeray the CEO Consumer at Catapult, about the design process of PLAYR. We will leave the analysis of how smart tech is changing football to those more qualified than ourselves. The focus of the product is solely on the pitch and performance-based and the potential of wearables to impact the game is enormous. PLAYR is a tech vest and pod that tracks speed, distance, sprints and heat maps. We are fascinated by the stories behind the products we use and the stories they communicate to the user. At KTTP we are obsessed with design and the process of design.
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