The Shift

Defining Both Functional and Aesthetic Needs of Target Consumers

The Roadlec Telematics wanted to develop their first branded product with as many multifunctional features as possible to showcase their software development capabilities. However, before diving into feature integration, I aimed to define what their target consumers actually needed from a multifunctional car navigation system—both to meet their practical expectations and to create a product that resonates with them emotionally, making it more than just an ordinary car navigation device.

The Roadlec Telematics marketing team identified their target consumer group as individuals in their late twenties to late thirties, based on business direction and market trend research.

To better understand consumer needs, I conducted interviews with approximately 40 people, both male and female within the identified demographic. The goal was to pinpoint the key functionalities they desired in a car navigation system. From the interviews, the primary functions users wanted were:

1. DMB (Digital Multimedia Broadcasting)

2. Digital media playback (both video and music)

3. Viewport changeable touch screen

4. Camera

Fundamentally, target consumers wanted to use their car navigation device as a digital media player when it was not being used for navigation. For them, “multifunctionality” did not simply mean having multiple features; it meant “multi-usability” - seamless functionality across different use cases. The above four functions were considered essential to fulfilling that expectation.

Design development process focused on achieving an aesthetic balance between a digital media player and a car navigation device. The goal was to visually and functionally express multi-usability while effectively addressing the needs and desires of the target consumers.

Shift It for Different Purposes

The Shift was designed with a concise and minimal overall form to provide well-balanced aesthetics suitable for various usage environments as both a digital media player and a car navigation system.

All of The Shift’s design elements were developed with a focus on multi-usability. The intuitive mode selection button on the front surface allows users to quickly switch between modes for different purposes. Its orientation-free design supports both portrait and landscape use.

The slightly curved sides of the front surface enhance one-handed grip in portrait mode, while also emphasizing the screen when used in landscape mode.

Front-facing speaker holes provide clear voice guidance when the device is used as a car navigation system inside the car.

Thanks to a harmonious balance between digital media player and car navigation aesthetics combined with thoughtful design details tailored for diverse purposes and environments—users can naturally shift between functions with a single device.