RESEARCH & DEFINE
FUEL FOR NEW IDEAS
As a jewellery designer, I use Design Thinking to address my design challenges. This approach enables me to deeply understand the user experience, ensuring that each piece of jewellery not only meets aesthetic standards but also aligns with consumer needs and preferences. With a background as a visual and digital designer, I have developed and conceptualized designs for a wide range of creative projects. I am used to focusing on understanding the audience, gathering insights, conducting trend research, and establishing a clear vision for defined segments, ensuring that the artistic vision aligns with project objectives.
DESIGN THINKING
The non-linear, iterative process of Design Thinking involves a series of cognitive, strategic, and practical procedures with a user-centric approach. The initial phases include conducting trend and market research, setting up surveys, defining consumer segmentation, selecting design drivers, and creating personas and mood boards to fuel my artistic vision before moving into sketching and ideation sessions, developing prototypes, and conducting user tests.
TRENDSPOTTING
Sometimes, generating a new idea feels like lifting a glass jar of candy. While I value intuition, I recognize that it requires more effort. I often begin with a HUNCH and use DART (Driver Analysis - Reading Trend) to validate it. I seek affirmation in trend drivers such as culture, history, the street, and media. Additionally, I explore other design areas to identify long-term trends and study trend forecasting. Learn more about how I work with trends in my articles.
COLOUR TRENDS
One of my great passions is working with trend research. Below are a mix of the colours I have observed for SS25.
SS25 KEY TRENDS
LUSH BOWS • SAME COLOR FADES • ASSYMETRIC • PEARLS ASTRAY • SURREAL ORGANIC • LACE • FLORAL CASCADE • LARGE BEADS • TRAILING FLOWERS • DOILY • WOVEN • RIPPLES • CRUMPLEED • CABOCHON • BLOM DROP • OTHERWORLDLY • RUCHED • FOLDED • DOME • TEXTURAL STATEMENT • FRINGES • ROUND • SLICK • CHECKERBOARD • SENSUEL
TREND-BOARD SS25
I closely monitor Fashion Week catwalks, observing recurring shapes, concepts, and textures from the 'big four' to inspire new jewellery ideas. I often consult sources like Adorn Insights and WGSN to review trend reports. By analyzing catwalks and the cultural zeitgeist, I identify emerging and enduring trends, culminating in a visual trend board.
SURVEYS & INTERVIEWS
In the initial research phase, conducting user surveys and interviews provides valuable insights. I thoroughly prepare the questions we need to explore, based on the project's objectives and goals. Using tools like Google Forms or SurveyMonkey, I create surveys tailored to the project's needs. Through visual elements and targeted questions, I gather valuable insights that inform the design process.
BRAND BRIEF
Whether collaborating with a large corporation or a small start-up, focusing on a Brand Brief offers significant benefits. This structured approach helps to understand or define a brand identity before starting the creative process. I can assist in analyzing and outlining the areas of this essential document, providing a clear framework for design teams to work from, ensuring alignment with the brand’s objectives and vision.
COMPEDITOR ANALYSES
In my research phase, I engage in strategic thinking that includes understanding competitors. My knowledge across various business industries is a key asset, and I often use spidergrams to provide an overview of competitors, helping to define market positioning.
PERSONAS
As a designer and concept developer, understanding the target audience is central to my strategic approach. I utilize segmentation tools such as ConZoom or surveys to gain insights and craft detailed personas, which are integral to my process. The more information I have about a person's life, thoughts, and emotions, the better.
PERSONA
SINGUN LYKKEBERG
Segment E - 'Urban diversity' on Conzoom.
14.4% of Danish households
27 yrs old. In relationship with Hans. No children. Graduate in design valuing career. Cooperative apartment in Copenhagen. Household income 1,000,000 DKK. Feminine with an edge. Love trends & larger floral jewellery. Quality-conscious green consumer. Social & outgoing. Listen to Jazz & alternative funk. Into art, culture, & offbeat films. Magazines: Vogue Scandinavia.
DESIGN DRIVERS
After conducting user and market research, crafting Design Drivers for my vision becomes a smooth task. These drivers serve as guiding principles in visualizing a design. The examples here illustrate Design Drivers for a jewellery design, visualized in the accompanying moodboard.
CAPTURING CREATIVITY
The creative process are never straight forward, and I may get ideas and inspiration along the way. My creative process is ever-evolving, fueled by a stream of inspiration captured in real-time. With my trusty pencil, I grab inspiration from various sources—be it intricate architecture, new art, or street trends. When a new idea or concept in an exciting form strikes me, I either sketch it by hand or take a screenshot, adding it to my digital queue of ideas.