The Shift

Define both functional and aesthetical requirements based on consumer needs.

Roadlec Telemetics wanted to develop their first own branded product with multi functions as possible to reveal their software development capabilities. First of all, I wanted to define functions that consumers want to have on their multifunctional GPS navigation to make this new product as reasonable.

Roadlec Telemetics marketing team was defined their target consumer group from late twenties to late thirties based on their market trend research. To define must-haves and good to have functions for new GPS navigation, I was proceeded with target consumer interview for about 40 late twenties to late thirties people both male and female whom owned a car.

Interview results showed must and good to have GPS navigation functions as below:

1. DMB (Digital Multimedia Broadcasting)

2. Digital media ( both video and music)

3. Viewport changeable screen

4. Camera

Basically, people wanted to use GPS navigation as digital media player when they are not using it as GPS navigation in the car. This result was about the same to Roadlec Telemetics marketing team’s research.

Design development was proceeded focusing on how to balance aesthetically in between digital media player and GPS navigation with effectively reveal its multi functions based on both target consumers and client needs.

Shift it per different purposes.

The Shift was designed with concise and minimal overall shape to provide well balanced aesthetics per different use environments as both digital media player and GPS navigation.

All of The Shift’s design elements were designed focusing on its multi functions. Intuitive mode select button on the front surface is revealing its multi functions as well as providing intuitive usability to quickly shift variety modes. Its circular shape is providing the same usability regardless of portrait and landscape screen view.

Slightly curved both side front surface is helping with one hand grip when you use it with portrait view mode. It is also emphasizing screen when you use it with landscape view mode.

The Shift’s Intuitive speaker holes on the front surface is providing clear sound guide while you use it as GPS navigation in the car. It is also providing clear sounds when you are watching a movies and listening to musics.

The Shift is providing balanced useability per different purpose of use and use environment.