Abstract

The purpose of this project is to analyze the Street Racer notebook line of the Norma brand, its values, characteristics, identity, di erentiators, its position in the market and its relationship with consumers. A qualitative research methodology was used, extracting information from the brand website, social networks, among others, in addition to an exploratory research at points of sale and in meetings with the manager of the line, compiling information from opinions, personal observations and living the shopping experience. It started from the new trends that shape today's society and a ect the brand from di erent views: social, economic, environmental, political, legal and technological. With these, there was a perspective to improve the consumer experience, and opportunity spaces were identi ed in the market to be intervened by design. Then, the detection of needs and the formulation of the hypothesis were carried out to nally arrive at the formulation of a design project focused on innovation and entertainment in terms of the consumer experience in relation to the Street Racer notebooks line.