Converse product proposal (CON pt. 2)

PRODUCT PROPOSAL

CONVERSE

PRODUCT DEVELPMENT

Faina Iasen, 2019

DESIGN FUTURES AND LIFESTYLES labbook

by Faina Iasen, 2019.

VINYL RECORDS PLAYER PRODUCT OF CHOICE

Vinyl records, or LPs (short for Long Play), dominated the music recording industry for most of the twentieth century, holding its own against cassette tapes between the 1970s and 1990s, but sales of the compact disc (or CD), introduced in 1983, outpaced LP sales by the end of the 1980s. LPs have been enjoying a comeback in recent years, and the vinyl record is the only format of music available that has recorded positive sales growth from 2009 to 2017. This is impressive, especially because the overall number of albums sold in all formats has been decreasing since at least 2007.

The LP market, while growing, is still a niche market. The number of vinyl records shipped in 2017 is significantly less than the number of CDs, partially due to the market for vinyl consisting mainly of DJs, collectors, and audiophiles. DJs prefer the LP to most other formats due to its versatility and the ability to directly manipulate the record. Many audiophiles and collectors argue that the sound quality of the vinyl record is better than that of digitally recorded music, and new releases of older albums, such as those by the Beatles and Jimi Hendrix, are particularly popular. Modern artists from Mumford & Sons to Justin Timberlake also utilise the LP format. Ed Sheeran's album ''Divide" sold a total of 62 thousand units on vinyl in 2017.

Why this product?

Through my research of the Converse brand, its target audience and connection to the history of music and popular culture I figured out that its main 'movement' is 'Nostalgic vintage hipsters' if you let me call that. And same as the vinyl record industry Converse plays hardly on its heritage and people's emotional attachment to something soon to become a tradition. So I was choosing between an instant print camera, a typewriter-like keyboard and a vinyl player with the last one winning my attention the most. Through my research of the topic I learned many interesting things about the vinyl records and the community connected to them. And now I want to share them with you.

Sales of vinyl LP’s have been consistently on the rise since 1993.

SOME INTERESTING QUOTES & FACTS ABOUT VINYL RECORDS

From then until 2013 there was a gradual and consistent growth in sales, while 2013/2014 saw a massive spike in sales, with a staggering 52% growth. This trend looks set to continue this year.

Half of record buyers are under 25. Apparently While more and more of us are listening to music

millennials love vinyl. Contrary to the

via streaming and mp3, for many listeners there’s

stereotypical image of today’s youth listening to

still a huge appeal in having something tangible

Spotify on smartphones, it turns out they

and tactile to add to their collection.

actually have a pretty big appetite for vinyl.

The highest valued LP in the world is worth $5 million. According to Wu-Tang Clan frontman RZA. Although they are yet to sell it. The legendary hip hop group recorded The Wu — Once Upon a Time in Shaolin and made only a single copy. The double LP features 31 unheard Wu tracks and RZA likened its rarity to the “sceptre of an Egyptian king”.

Vinyl is capable of capturing more visceral sounds. Those that are typically filtered out or not even released when recording digitally.

There is tone-bleed between groove walls, inner groove distortion, the hiss of the needle physically touching the medium, the crossamplification of stereo tracks between the angled groove wall planes, etc. All these elements somehow are able to communicate a richer musical aura than anything digital.

Many people just pine for "the old days". It's not that they don't like the medium of CDs or MP3s, it's just that vinyl creates a feeling of sentimental reminiscence. They may just feel a connection with vinyl since that's what medium was playing when they saw their first hot rod; drank their first cherry phosphate; had their first kiss.

Then there's amazing cover art. The industry tried to duplicate it when CDs were popular in the '90s but a 5" square is no replacement for a 12" piece of artwork. The human scale plays a factor in the appreciation of the art as a whole; not just the audible. These little 1" thumbnails nowadays can be exploited graphically, but don't contain the same amount of complexity and beauty that a larger scale affords the artist.

Listening to a CD or a MP3 these days it like grabbing a cold beer to many people... it's nice and refreshing, but you're probably doing something else at the time. But playing an LP is a whole experience, like sipping a glass of

People are a little numb from playing MP3s - click,

50 year old single malt scotch. You talk your time... handling the disc,

swipe, play. They like the ozone smell of burning

lowering the tone arm, that takes a little care. You're going to get 22

vinyl, big artwork, and feeling of personal

minutes or so of play, so you're not likely doing other things... just plop

involvement in the process. Plus 22 minutes is a

yourself in a comfortable chair, turn it, and listen.

good interval to get another cup of coffee.

I owned Thriller. I remember the fold out that was simply... awesome! I remember the records skipping. I remember the little plastic centre attachment that you used when you wanted to play a 45 album on a 78 player. I remember my dad placing all three "Messiah" albums on a stack to play one after the other.

I love the way they sound when the condition is good. Great vinyl played on a great turntable provides quite a treat for the listener. I won’t argue that vinyl sounds “better” than digital, just different. It is a bit like comparing apples to oranges in that regard. Sure, there is bound to be a few crackles and pops but they just add to the listener experience.

For the used market, it's like anything else: cost is based on supply and demand. Most LPs are out of print, many that still exist are in terrible shape, etc.

That's going to raise the prices and make it harder to find what you're looking for.

20

20

16.8 MIL 15

15

10

10

5

5 0

0

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

Continuing one of the more surprising comebacks of the digital age, vinyl album sales in the United States have grown for the 13th consecutive year. According to Nielsen’s 2018 music report in 2018, 16.8 million LPs were sold in the United States, up 14.6 percent compared to 2017 when accounting for the fact that Nielsen’s 2018 tracking period ran 53 weeks from Dec. 29, 2017 through Jan. 3, 2019.

- Felix Richter, @Statista.com

2007

2008

- Used (eBay)

2009

2010

2011

2012

- Used (Discogs)

2013

2014

- Used (physical retail)

2015

2016

2017

- New (RIAA)

Music industry watchers know that vinyl records have been enjoying a resurgence since their near-death in the mid-2000s, and the market continues to grow. But vinyl sales are actually much larger than what industry figures report, because they don't count used vinyl sales and they under-count new vinyl sales. Now, thanks to some new data, we know that the true size of the vinyl market is more than double those industry figures.

- Bill Rosenblatt @Forbes.com

6 REASONS WHY VINYL IS POPULAR AGAIN

by Kevin Cornell @tunecore.com

1. AN ACTIVE, NOT PASSIVE, EXPERIENCE

4. THE COMMUNITY

2. SOMETHING TANGIBLE

5. NO LOSS OF MOBILITY

3. THE THRILL OF THE HUNT

6. SOUND QUALITY

Unlike digital music or even CDs, with vinyl you can’t simply push play and walk away while it provides hours of background noise. With vinyl, the needle needs to be moved over and the album needs to be flipped, so why not sit down and wait? Instead of moving on to something else, fans find they take the time to look through the album art, read the lyrics, look for surprises in the band’s supporting musicians or liner notes.

As impressive as your MP3 playlist may be, you will not be able to leave it to your children or read one day that a part of it just sold for thousands of dollars in an auction at Christie’s. Vinyl can be shared, traded, gifted, autographed and tacked to the bedroom wall. CDs had this too, but with the disadvantages of cracked jewel cases or awkward storage sleeves – and it looked sadly indistinguishable from the computer storage at work or school.

For many who love vinyl, it’s also about the thrill of the hunt. Whether the hunt takes them to flea markets, tag sales, the local record store, eBay or Walmart, it’s about looking for something different, checking it out and telling everyone about it. Whether seeking treasure old or new, this is panning for gold everyone can afford to undertake.

Record shops aren’t just for shopping. They are also a place to connect with other audiophiles and music fans, to discuss things with them, and to get to know them. Digital downloads don’t offer this, and neither do online discussions about music. Some fans feel that online forums are essentially anonymous and lack the community feel of the record store. We like to talk to others that we know and share interests with.

More and more artists and labels are including a code for the digital downloads with the purchase of vinyl as a way to entice buyers. This means no second purchase is needed to maintain the ability to listen on-the-go. Some analysts think this is what is fuelling the continued vinyl sales growth. For example, Amazon now includes free MP3 versions when you buy a vinyl version for more than 11,000 records.

When most people argue that vinyl is better, they often go straight to sound quality. Terms like “warm,” “full” and “lossless” sound are used, with listeners either nodding or rolling their eyes. What they are actually referring to is a combination of things: some musical, others emotional. As for the emotional, some people equate a slight hiss or occasional crackle as part of their memory of vinyl. While it may not be quality sound, many die-hard fans believe it is part of the authentic vinyl experience.

HERE IT IS!

WEIVREVO

hi-fi

audio outputs The turntable has two of the essential audio outputs - the Hi-Fi left and right for the classic sound systems and speakers and the 3.5 audio jack for home sized speakers and headphones outputs. It allows for a variety of different uses and provides the user with complete freedom of choice for the output.

STUPTUO & -NI

audio jack 3.5

low battery

charging

charged

charging input The turntable is equipped with a high capacity built-in battery estimated for the 10 hours of autonomic work. On the back as well is the charging input for the said battery. It is equipped with an LED indicator telling the user when it's time to charge the device. It also notifies about it's battery state 1 hour, 30 minutes and 5 minutes before it runs out so the user can put it on the wall power or charger on time and enjoy seamless music experience.

SLORTNOC

mute volume slider I want to keep parts of the tactile and interactive user experience in today's touchscreen reality, so the volume slider is fitted with 4 LEDs that give the user visual feedback as the volume is changed. It can also be muted when an external audio output is used, which is also indicated by the slider LEDs.

low vol. mid vol. high vol.

pairing

paired

disconnected

Bluetooth connection The Bluetooth switch is positioned on the front left edge of the panel and is used to connect to phones, wireless speakers and headphones to provide versatile and seamless experience but keep the 'soul' and warmth of the vinyl sound. It uses simple colour indication through the built-in LED to keep the user in on the connection status. It also utilises sound notification when connection is lost or redeemed.

I already use a hidden mechanism in the other part of this turntable so I decided to make this detail a bit more tactile, physical and interactive to help the user develop a more personal connection with the product.

I stopped on a simple latch on both sides of the turntable. It gives nice tactile feedback and makes an affirmative sound when it's locked or loosed, which materialises it. It is also easily perceived when it comes to affordances as it gives visual clues to how it is supposed to be opened and locked.

KCOL

locking mechanism

I decided not to use classic hinges due to their appearance and feel. These circular hinges fold inwards and also fix the top in the opened position, which the classic hinges do not. It also pays homage to the Converse's iconic sneaker front in its curve.

EGNIH

circular hinge

two step fold mechanism The hinge is fixed on both sides of the 'box'. The top part is welded and the lower one goes inside the corpus.

The top parts folds into the bottom one to fit completely inside the corpus and avoid sticking out. They fold flat as their bases are drowned in the corpus which eliminates the slit between the top and the bottom.

The handle is built out of stainless steel and folds completely inside the corpus while not needed. It provides sufficient space for a grip of any size of hand. The rubber casing around the handle part provides good grip and comfortable transportation.

ELDNAH

handle mechanism

the button The handle opens by a push of the button placed under it. So the user has to simply press the handle inwards a couple millimetres and it will smoothly slide out - no strength needed. It locks back simply by sliding it inwards until it his the button again. This mechanism allows for comfortable use for people of any age and physical build.

SREKAEPS

BUILT-IN SPEAKERS The turntable is equipped with built-in speakers of a audio-system grade quality and can easily fill a decent-sized room on it's own. But it also has two types of audio inputs and a Bluetooth connection if the user wants to use external devices.

ELDEEN & MRA

Needle The needle is balanced and fitted in a vinyl-rubber combined attachment that goes on and off the arm. This allows for easier change in case the needle needs to be cleaned, if it break or requires replacement for any other reasons.

arm The arm is self balanced in the base and corrects itself as the tracks go by. It is easily replace and repaired due to the simplicity of its construction.

SERUTXET

grip cloth

mold tech

high gloss plastic

heavy duty wear textile waterproof non slip rubber

vulcanised rubber

EGNAR RUOLOC

colour variations I decided to make a colour range of 8 colours - some classic ones, some plain and some bright and light colours as a bonus. This will allow users a freedom of choice and expression as a turntable and a collection of vinyl records can say a lot about their owner.

all black

navy

olive

white

rose blush

casino

monarch

amber

NOITASIMOTSUC

possibilities for customisation The textile lined corpus allows for customisation through embroidery applications that get ironed on. Just like in 'the good old times' people used to customise their jackets with applications of their favourite groups and symbols and people today customising their laptops with stickers from all different places.

promotion I decided to make another poster - this time for the final product. It appealed to the nostalgic emotional connection of both the brand and the object to the history and the phenomenon of the old 'timeless' design and products that fade away but keep coming back.

project evaluation Overall, I really enjoyed this project. I had problem with understanding and conveying visual language as long as I can remember and this project helped me greatly to practice and find new ways of doing that. I think my skills of branding and idealisation have improved dramatically and I am generally very proud of this final outcome. And the most important with the process that I've gone through.

possible improvements I could have worked on the insides of the turntable and the actual parts in it if I had more time to think it through better and execute it after.

I had some problems when it came to bending and curves since I was working in Rhinoceros 6 the whole time. It would probably be way easier if I worked in Maya, but I don't feel as comfortable in it as in Rhinoceros. I should practice it to be fluent in both as they each have their advantages and tools I could benefit from.

Also, my time management during this project improved terrifically (probably thanks to the assignments from our amazing tutor) and I am quite proud of how I handled this deadline. I am very satisfied with the process and the outcome of this project and it says a lot. Although I''m improving my timing, there's still plenty of room to improve that.

FAINA IASEN, 2019

Faina Iasen, 2019