1. Creativity and Business Innovation Group Stanley  Krystal  Kiri  Joel  Dixon  Candy

2. Ladies, especially working women, often suffer sore and painful feet after a long day wearing high heels Working ladies will bring different shoes to work to cater for different occasions – flat shoes for comfort during the day; elegant high heels for business meetings and evenings out with friends Ladies are getting more health conscious with the release of different medical reports on the effects of wearing high heels Woman like monitoring their health and activity, and related to interactive web based systems. Behaviors Observation

3. Need Interpretation & Translation

4. Need Interpretation & Translation

5. For women who…… WORK during the day SHOP in the evening GOCLUBBING at night Market Demand

6. FASHION HEELS FOR THE HEALTH CONCIOUS: adjustable high heels with monitor technology “Fun, fashionable and fabulously comfy for ladies to wear in style” Creative Concept

7. Identify the problem – ladies have sore feet from wearing heels all day Brainstorm ideas as a group on different ways to solve the problem Comment on the pros and cons of each solid idea Our Creative Process Discuss feasibility of ideas - discard all unfeasible ideas Research – market demand desires, technology, fashion, competition. Consult manufacturer for feasibility of production Consult fashion shoe designer Develop prototype Concept Development Process

8. Key Considerations in Product Design: Customer interaction technology and interesting web interface Physical design of shoe Shape adjustable heel Material for heel (Titanium) Material for sole (Shape Memory Fabric, SMF) Material for upper shoe (Leather or SMF) Appearance, style and fashion element Safety Cost effective production Can it hold the weight of a person Product Design Feasibility

10. Introducing The Prive The Solution for The Work Hard - Play Hard Lady Stylish heels and flats – all in one! An adjustable heeled shoe that allows the wearer an online interface to understand their usage. Monitors health and wellbeing factors such as distance walked, calories burned, and even alerts for those with back pain issues.

11. Style conscious Trend setters and fashion followers Health and welling aware 20-40 age group Professional ladies … who have busy jobs and who like to have fun after work The Prive Lady – Target Market

12. Price Competitive Analysis Comfort Fashion

13. Heel My Foot (HMF) technology uses two IC chips to monitor the distance traveled, the pace, and the calories burned by the individual who wears the shoes. The duration with certain height of the heel will also be monitored. Customer Interaction Technology

14. Customer Interface

15. Information on Product range Health information about wearing high heels Health tips for feet I-shop Direct revenue (sell shoes) Revenue sharing (partners’ product, e.g. Scholl Odour Control Shoe Spray, Massage Spa Service) The Prive Website

16. Personalized account with HMF technology: Provides walking history, calories burned, and health watch function! Web Interface – Personal Account

17. The Importance of Style Joining fashion with technology is a key challenge that we have identified in the creation of the adjustable heel. We will overcome this through: Shoe designers will be employed Choice in colour, shoe style and finish will be available Following the latest fashion trends Seasonal collections A Fashion Issue Addressed: Shoes with interesting heel design from a style perspective have been well accepted in the market

18. Sales High end retail outlets and department stores such as Lane Crawford, Selfridges, Joyce Direct through online sales Positioning Health and Style go hand in hand. You can be sexy and comfortable. Be good to your back, and to your boyfriend. Marketing Ideas Target trend setters through a PR campaign Use fashion icons and celebrities to comment on the health attributes of The Prive. Marketing

19. OUR PROTOTYPE

20. Would you buy our shoes?