I Want Those Natural Curls
For some girls the tight rigid curls from a curling iron are ok.
Not for me
I’m looking for those flowing organic curls that you can only get from a flat iron. But curling with a flat iron is such a pain and sometimes dangerous.
I want a Flat Iron I can use to curl my hair that simplifies the process and helps me get ready Faster, Safer and Easier.
PAIN POINT ANALYSIS
1) Both hands needed to twist
This action can be difficult due to the high level of dexterity and concentration needed to properly style the hair.
2) Rotation is manual
This action is both tedious and requires a high level of skill to ensure a consistent grip is held without burning the hair
3) Difficult to keep grip
Due to the complexity of actions keeping a consistent grip is very difficult if tension is lost the user will need to try again which risks damaging the hair strands
4) Difficult to use on back of head
With low visibility and the awkward angles the back of the head provides many opportunity to extenuate all pain points
MARKET ANALYSIS
BRAND ANALYSIS
Pain Points to Eliminate
Two Handed
Manual Rotation
Uncomfortable Reach
Problem Statement
Aesthetic Goals
Sleek
Elegant
Refined
Create a flat iron for hair to be used in a consumer setting that simplifies the process of creating organic curls through automation and ergonomics while matching the elegence standards of the GHD brand.
SKETCH IDEATION
FEATURE IDEATION
STEP BY STEP PROCESS
2) Hold a strand of hair. Larger amounts become larger curls.
3) Place hair between the blades and pull the trigger to close the blade .
1) Plug in and allow unit to heat to selected teperature
4) Push the thumb button to spin the head of the device.
5) Release the button and trigger to open the blades and enjoy your beautiful organic curls
FOAM IDEATION
FOAM MODELS
Tested by a panel of female consumers on comfort, form, and aesthetic appeal
