A modular product-service approach has the potential to facilitate behaviour change within the snowboard boot context. The circular design strategy proposed in this report, including the 6 circular design principles, navigates the process of creating a product-service aiming to maintain a products’ value throughout its lifetime. With a special focus on Design for Attachment and Trust, Design for Durability and Design for Adaptability and Upgradability. Once a product-service has been established for a while, Attachment and Trust help estimate future consumer behaviour within the service. For snowboard boots in particular, Durability is defined as the main angle on sustainability to approach this project. The environmental impact of this product over a certain period is reduced by prolonging the lifetime of the product. When the value attached to a product by the user, slowly decreases over time, Adapting and/or Upgrading a product potentially renews the product value for the user. This is especially true for the functional and emotional values. This increased product value is complementary to product retention and thus longevity, the ultimate goal.
What motivates users to buy certain snowboard boots depends on the type of user. A beginner has more ignorance and a lack of knowledge to overcome in their purchase decisions , resulting in a price and comfort based purchase. While an experienced snowboarder demands certain qualities or features. The different types of snowboarders are captured in four personas, including their level of investment, attitude and behaviour on the slopes. Snowboarders can identify with different personas over time, as people's needs, abilities or interests develop over time. The created lookup table regarding persona shifting can be utilised to inspire user centered design while designing the product service system. The table further elaborates on the user's perspective during persona shifting, including the user's attitude, focus and purchase behaviour (table 1). To facilitate these changes, the adaptable and upgradable aspects of the product service system should include:
- the level of comfort
- the stiffness or firmness
- the tightening mechanism
- appearance
Sustainability is viewed differently among the participants of the qualitative user research. The various sustainable attitudes are independent from the snowboarder personas, which have been created from the user research data. Additionally, one's sustainable attitude is not necessarily linked to sustainable actions. Therefore, the designed sustainable, alternative product-service interaction should be superior to the current standard to avoid relying solely on benefits regarding sustainability. By doing so, an attempt is made to get both sustainable and non-sustainably behaving people on board.
A market positioning analysis shows the opportunity to approach sustainability from a durability point of view. Deeluxe currently has a basis of a repair- and replaceability focussed product offering, so the transition to enter a modular system seems to be within reach compared to other brands. Deeluxe could be a pioneer in this field and potentially gain greater visibility and grow as a company, while establishing a more sustainable way of product handling.
A modular product-service is proposed including a service set-up, a product-service vision and a product possibility that could enhance product longevity and stimulate the intended durable and modular behaviour. The service proposal includes the offering of separate product parts and a take-back system for repair or refurbishing of used products. The user is introduced to a different product interaction from the start, to trigger a mindset that thinks ahead. By evaluating the ease and benefits that comes with the service, the user is invited to think about their personal development as a snowboarder. Do they challenge themselves to become better? Are different product qualities demanded if so? and Do they want to explore different terrains? The threshold for trying different terrains might be lower when only one boot part has to be switched to support the rider properly.
This product-service represents freedom, growth, and sustainability without compromise. The boots are high end and high performance . the user is investing in their future, without spending too much.
The current standard of snowboard boots has been, re-thought, revised and redesigned in a modular fashion to prepare them for a more circular future. A possible product, the Exo-Flex, has been designed in a way that enables the user to alter the stiffness of the boot to their desires. By creating that possibility, the functional value imposed on the boots can be increased throughout a product's lifetime. Enabling the increase of a value that deteriorates over time, stimulates product retention thus creating product longevity.
The Exo-Flex is especially designed for the All-in snowboarder persona, who enjoy freestyle snowboarding in the park. A form study concerning leg ergonomics and the specific movements required in snowboarding have defined the shape-design of the Exo-Flex. The main function of this prototype is to evaluate the design dimensions, demonstrate the intended use and evaluate the ease of use. The materials, the actual stiffness and structure still have to be designed and defined.