The Mini (VM202)
Low-End MP3 Player
2006 For VOKA Media, Inc. Busan. South Korea.
VOKA Media, Inc. was a software development company for digital media products such as MP3 Players and portable media players.
They provided their softwares to the major electronics companies like SAMSUNG electronics.
At some point, they decided to develop their own branded product based on their accumulated capabilities and they targeted to develop MP3 Player with low development cost.
Primary design goal: Reasonable and attractive MP3 Player.
Voka Media wanted to develop their MP3 Player with low cost as possible. It meant that this new product can’t be multi functional high-end MP3 Player which was conflicted with MP3 Player market trend in 2006. Under this situation, the biggest challenge was how to approach consumer attractively with less functions and low-end finished aesthetic.
I did target consumer preference research via on-offline to define design direction. MP3 Player’s main consumers were from late teenagers to late twenties in South Korea, 2006. Most of them were rarely using multi-functions from their MP3 Player such as voice record and variety sound effect modes. Also they said it is good to have a display on their MP3 Player checking information of current playing music. But, they don’t care if it doesn’t have a display. For them, cost is more important issue than functions since most of them were students and MP3 Players price was going up with multi functions and high-end design features. Based on these facts, I have defined design direction as reasonable, but attractive MP3 Player considering target consumer’s lifestyle.
Design development was proceed based on this design direction.
Less but more.
Voka Mini MP3 Player was designed with MP3 Player’s primary function only which is playing music. This approach was realized with the lowest cost MP3 Player instead of multi functions that most of users are rarely using. A primary function focused approach also gave opportunity to make Voka Mini MP3 Player compact and lightweight as possible. You can carry it and enjoy it more casually than any other MP3 Players through its compact size, lightweight and low cost.
Voka Mini MP3 Player’s back clip is providing free placement options that you can simply clip it wherever you want and It could become a fashion item with variety placement options. Free placement options via the clip also supports highly casual usability considering target consumers lifestyle.
Voka Mini MP3 Player can easily match with your any daily belonging items through its minimal overall form factor and aesthetic.
Voka Mini MP3 Player has less functions and design features, but it is providing more casually enjoyable opportunity through its cost and design.
*The Mini(VM202) was sold in South Korea and China market only and VOKA Media, Inc. closed their business in 2010
Design Team: Joongoo Lee (Industrial Design Lead) and Sungpil Lee (Project Manager) at Yangji Design, Inc. Busan. South Korea.
Design Credit: VOKA Media, Inc. Busan. South Korea. / Yangji Design, Inc.