In this experience design project, I conducted in-depth primary and secondary research on the topics of millennials, design management and open water swimming. Specifically, millennial behavior and motivation in the marketplace of experience design.

 

The barriers of entry to the sport of open water swimming were analyzed and the behaviors of typical young adults were applied to yield a series of experience design concepts to drive millennial participation in open water endurance swimming events. The design concepts were tested to create a refined experience design prototype.

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This project, as the culminating design innovation experience of my M.A. at the Savannah College of Art & Design, includes primary and secondary research on millennial behavior and open water swimming events, brand positioning studies, ZAG steps, detailed research methods including interviews, surveys, shadowing, and data affinity diagrams, a design matrix, map of design opportunities, ABCQ presentation, design prototypes, secondary prototype testing, a business model canvas, a business plan, and recommendations for final prototype application.