Palm-Pack® is a part of the urban bag series for men, commissioned by Markam to be manufactured by Adidas.
Palm-Pack® is a wallet/bag hybrid designed based on the habits and preferences of male users across Europe. The market research held in 2010 among B, C1, C2 segments with 25-45 year old males showed that a majority prevented using daily bags due to their perceived association with "femininity." The challenge of this project was to create a masculine, urban daily bag series that would break this consumption pattern, thus increasing the consumption rates among this user segment and product category.
Brief
Palm-Pack® is a wallet/bag hybrid designed based on the habits and preferences of male users across Europe. The market research held in 2010 among B, C1, C2 segments with 25-45 year old males showed that a majority prevented using daily bags due to their perceived association with "femininity." The challenge of this project was to create a masculine, urban daily bag series that would break this consumption pattern, thus increasing the consumption rates among this user segment and product category.
User Experience (UX) Research
First phase of the project was user experience (UX) research that explored bag usage habits of male users. Most common modes of carrying bags included shoulder (cross) hanging, waist mounting and hand-held items. One identified pain point was that men who did not use bags were mostly holding small daily items in their suit pockets or carrying in their hands. These consumers needed a practical solution both for business and casual days to pack their small daily items.
Design Strategy
The design strategy of Palm-Pack® was pointing out to masculine references during designing the product line. The idea of reaching a masculine outlook was inspired by the design guidelines of military equipments. Connected strategic design parameters based on military cues included;
- Defined functional areas
- Modularity
- Flexibility
- Closeness to body
- Multi-functionality
Concept Development
The conceptual ideas evolved around masculine hints such as rifles, repair tool kits mounted around the waist, technological devices like camcorders, male clothing such as shoulder straps and vests. Complying men's daily wear was set as another design citeria. Following the design strategy principles these seven conceptual ideas were designed and developed for further evaluation. All product ideas were modelled 1:1 and tested. Selected ideas were refined throughout product development phases.
Product Development
The size of this wallet/bag hybrid was decided upon carrying small daily items such as coins, keys, phone, pens, notebooks, cigarette packs and car license. The separate zipped section was planned to be used for coins, preventing the phones to get scratched.
The material choice of the product made this series fit both working days and weekends, adapting urban lifestyles.
One design direction derived from military equipments was keeping the bags as close to the body as possible for giving them a sense unity with the body. This enhanced bodily movements and users reframed these bags as an "equipment" rather than an "accessory."
Palm-Pack® is a wallet/bag hybrid and it is special for its ability to transform from a hand-held bag into a waist mounted bag with the help of the clipping mechanism. This function enables the bag to be used with different clothes and also brings the flexibility to change the relation of the bag with the user's body.
Scope of the Project / Responsibilities
User experience (UX) research
Design strategy
Concept development
Product development
Mock-up models
Usability tests
Prototype production
Credits
Designed in collaboration with: Cihangir Ünlütürk
Commissioned by: Markam
Client: Adidas
Year: 2012
