Navman S-Series for MiTac
Email this case study to a friend
Expanding the relevance of GPS beyond the car
A booming consumer market is growing within the Global Positioning System (GPS) industry, with GPS capability showing up in more and more cars, PDAs, phones, and sporting devices. As the pioneers of GPS-enabled devices for marine, automotive, and commercial applications, Navman sought to expand further into consumer applications and create a seamless user experience. Attracted to IDEO for its human-centered approach to innovation, Navman asked IDEO, “How do we start taking GPS devices out of cars and into people’s lives?” In response, IDEO and Navman began looking at opportunities in strategic direction, industrial design, and software design in order to create a holistic and fully differentiated offering.
In speaking with current and prospective GPS users, IDEO found that a handful of behavior segments existed within the market, ranging from bold independent explorers to people seeking confidence and reassurance in stressful driving conditions. With these segments came a series of key insights around stakeholder desires and expectations. Using this segmented approach, IDEO began designing a brand strategy, a service offering, and an iconic and unified range of devices that centered on context of use and lifestyle. To express these offerings, IDEO created an illustrated book, concept device, and video integrating real navigation testimonials from people riffing on product and service ideas.
Inspired by IDEO’s work is the S-Series, five GPS-enabled devices that suit a range of user contexts. To enable navigation in and outside of the car, the devices feature slim, pocket-friendly forms. Touch screens allow for ease of use, and select models, such as the S90i, incorporate Bluetooth, text-to-speech capability, and a digital camera to capture location-tagged images.
As a result of IDEO’s work, Navman has begun implementing a human-centered design strategy to guide future services and offerings. The S-Series has been highlighted as a Best Buy by the Sunday Times and The Independent, in addition to winning awards in 2007 from PC Advisor and the UK’s prestigious Pocket Lint Gadget Awards.
Project date: 2008