Designing Sustainable Alpine Skis Combining user needs with ecological, social, and economical sustainablility

Tom-Oskar Barreflod Matilda Nilsson

Industrial Design Engineering, master's level 2020

Luleå University of Technology Department of Business Administration, Technology and Social Sciences Designing sustainable alpine skis

Combining user needs with ecological, social, and economical sustainablility

Tom-Oskar Barreflod Matilda Nilsson 2020

SUPERVISORS: Patrik Sannes (Norse Skis) & Eva-Leva Bäckström (LTU) REVIEWER: Erika Möller & Ylva Jersenius CIVILINGENJÖR I TEKNISK DESIGN EXAMINER: Åsa Wikberg Nilsson Master of Science Thesis in Industrial Design Engineering

Designing sustainable alpine skis Combining user needs with ecological, social and economical sustainability

© Tom-Oskar Barreflod & Matilda Nilsson

Published and distributed by Luleå University of Technology SE-971 87 Luleå, Sweden Telephone: + 46 (0) 920 49 00 00

Cover: Render by Tom-Oskar Barreflod Printed in Luleå Sweden by Luleå University of Technology Reproservice Luleå, 2016 Acknowledgment

First of all, we would like to thank Norse Skis for giving us the opportunity to conduct this master thesis project together with them. Thank you for your time, welcoming atmosphere, and providing us with a place to work. We would also like to give a huge thank you to our supervisor Patrik Sannes at Norse Skis, for all the knowledge, endless answering of questions, and great discussion. Thank you for the great skiing in Sälen, we hope that we get to ski with you again soon! We would also like to thank Eva-Lena Bäckström, our supervisor at Luleå University of Technology. Thank you for your great inputs that have helped us think outside the box and challenged us through the design process. Thanks to all of you that have taken part in our surveys and provided us with invaluable user data to build our design from. This ski is made for you! Lastly, we want to thank our family and friends who have believed in us and supported us through the whole project. You have stood by our side through the highs and the lows. Again, thank you to all of you that have been a part of this project! It has been a pleasure. We have learned so much from you and we hope that our paths will cross again anytime soon.

Tom-Oskar Barreflod Matilda Nilsson

Gothenburg, Sweden, June 2020 Abstract Sammanfattning

As alpine skiing is becoming more and more popular three concepts were created which eventually resulted Samtidigt som skidåkning blir mer och mer populärt Projektresultatet är ett par 90 mm breda skidor med the need for sustainable products are increasing in in one final design. för var dag som går så ökar behovet av hållbara fokus på hållbarhet som är högpresterande och lekfulla order to enable great skiing and snowy winters in the The project result is a pair of 90 mm wide skis produkter som möjliggör framtida snöiga vintrar och i pisten som även ger en härlig åkning utanför. Ur den future. The ski industry is unfortunately far behind with focus on sustainability that are high performing bra skidåkning. Tyvärr ligger dagens skidtillverkare sociala aspekten är de gjorda för skidåkare istället för many other industries when it comes to sustainability and playful in the piste while providing a nice off- långt bakom många andra branscher när det kommer enbart män, kvinnor eller någon specifik åldersgrupp. and the shift towards sustainable skis is going slow. piste ride as well. From the social aspect, they are till hållbarhet och skiftet mot hållbara skidor går Genom användning av material som är miljövänligare Norse Skis is a unique ski manufacturer as they have created with the skier in mind instead of either men, trögt. Norse Skis är en unik skidtillverkare då de har än de som Norse Skis tidigare använt och antingen a sustainable profile and are always in the lookout for women, or some specific age group. By using materials en hållbar profil och ständigt letar efter möjligheter har samma eller lägre pris så är skidor både hållbarare new possibilities to take that forward. The goal in this that are more environmentally friendly than what att komma ännu längre fram i utvecklingen. Målet i ur både ett ekologisk och ett ekonomiskt perspektiv. master thesis project is to develop a pair of sustainable is used in Norse Skis’ skis today and that either have detta examensarbete är att utveckla ett par hållbara Designen har bekräftats av användarna vilket ledde skis that will widen Norse Skis’ product catalog. The the same or lower price, the skis are more sustainable skidor som kan bredda Norse Skis produktkatalog. till att rekommendationen att bredda Norses Skis project was conducted in collaboration with Norse from both an ecologic and economic perspective. The Projektet utfördes i samarbete med Norse Skis som produktkatalog med skidorna som var resultatet av Skis as a master thesis project within the degree of design has been approved by the users which led to the ett examensarbete på Civilingenjör Teknisk Design detta examensarbete. Industrial Design Engineering at Luleå University of recommendation of broadening Norse Skis’ current med inriktning produktdesign vid Luleå Tekniska Technology. product catalog with the ski that was the result of this Universitet. NYCKELORD: Produktutveckling, Produktdesign, During the development of the skis, the user- master thesis project. Under utvecklingen av skidorna användes den Civilingenjör Teknisk Design, Hållbarhet, Hållbar centered design process Design Thinking Process användarcentrerade designprocessen Design Thinking Produktutveckling, Användarcentrerad design, Alpina was used. The process was divided into three phases; KEYWORDS: Product Development, Product Process som är uppdelad i tre faser; Inspiration, Ideation, skidor, Normkreativ design. Inspiration, Ideation, and Implementation. During the Design, Industrial Design Engineering, Sustainability, och Implementation. Under designprocessen låg fokus design process, most of the energy was put on creating Sustainable Product Development, User-centered på att skapa en skida som uppfyller användarbehoven a ski that meets the user needs and is as sustainable Design, Alpine Skis, Norm-Creative design och samtidigt är så hållbar som möjligt. Genom att as possible. Through constant dialog with the users, hela tiden återkoppla med användarna för utvärdering feedback and evaluation were gained to customize och feedback kunde produkten anpassas efter deras the product to the needs and opinions of the users. behov och tycke. För att utveckla en så hållbara To develop skis that are as sustainable as possible, skida som möjligt har projektet utgått från de tre the project has had its base in the three aspects of perspektiven av hållbarhet; ekologisk, ekonomisk, och sustainability; ecological, economic, and social, social som identifieras i Brundtlandsrapporten (World which are defined in the Brundtland report (World Commission on Environment and Development, 1987). Commission on Environment and Development, 1987). I projektets startskede införskaffades en djup At the beginning of the project, a deep förståelse alpina skidor och alpin skidåkning. Detta understanding of alpine skis and alpine skiing was följdes av djupdykning i användaren genom enkäter gathered. This was followed by a thorough examination och användarobservationer. Det identifierades att of the users through surveys and user observations. användaren spenderar mest tid i pisten, men har It was identified that the users spent most of their en vision om att vara en off-pist åkare. Detta ledde time skiing on the piste, but had a vision of being an fram till slutsatsen att designa en skida som är off-piste skier. This led to the conclusion of designing högpresterande i pisten med också ger användaren a ski that is high performing on-piste but also gives möjlighet till bra off-pist åkning. I en benchmarking the user the possibility to great off-piste skiing. In a jämfördes sedan Norse Skis nuvarande skidor med benchmarking, Norse Skis’ current skis were compared konkurrenternas för att identifiera Norse Skis styrkor to their competitors’ to identify Norse Skis’ strengths och vad som kunde göras bättre. När en förståelse över and what could be improved. When an understanding produkten och användarna skapats gick projektet in i of the product and the users was gained, the project idégeneringsfasen. Där skapade olika lösningsförslag proceeded into the ideation phase. In the ideation phase på längder, former, namn, färg, grafik, och material. solutions on lengths, shapes, names, colors, graphics, Genom användarundersökningar kunde tre slutkoncept and materials were created. Through user surveys, tas fram som slutligen resulterade i ett slutgiligt resultat. Contents List of appendices Appendix A: External benchmarking - skis 1 Introduction...... 1 4 .4 .2 Brainstorming...... 37 Appendix B: External benchmarking - companies 1 1. Background ...... 2 4 .4 .3 Creative Workshop...... 39 Appendix C: Survey results 1 2. Stakeholders ...... 2 4 .4 .4 Mock-up...... 39 Mood board - gender design - good examples 1 .2 1. Internal stakeholders ...... 2 4 .4 .5 vALUe...... 40 Appendix D: 1 .2 .2 External stakeholders...... 2 4 .4 .6 Dot voting...... 41 Appendix E: Mood board - gender design - bad examples 1 3. Aims and purpose...... 2 4 .5 Implementation...... 41 Appendix F: Calculations of lengths 1 4. Project scope...... 3 4 .5 1. Digital prototyping...... 41 Appendix G: Lengths of skis 1 5. Thesis outline...... 3 4 .6 Method discussion...... 42 Appendix H: Names 2 Context ...... 5 5 Results...... 45 Appendix I: Colors 2 1. Skis...... 6 5 Results...... 45 Appendix J: Graphics 2 1. 1. Ski terminology...... 6 5 1. Inspiration...... 46 Appendix K: Final Evaluation 2 1. 2. Slopes ...... 6 5 1. 1. User survey...... 46 2 1. 3. Skiing terminology...... 7 5 1. .2 Persona...... 47 2 1. 4. Ski profiles...... 7 5 1. .3 Mood boards...... 47 List of figures 2 1. 5. Types of skis ...... 9 5 .2 Ideation...... 50 2 1. 6. Ski construction...... 9 5 .2 1. Lengths ...... 50 Figure 1: Picture of Norse Skis's The Enduro ...... Photograph by: Matilda Nilsson 2 1. 7. Ski characteristics based on the shape . 13 5 .2 .2 Ski shape and ski profile...... 50 Figure 2: Research questions...... Illustration by: Tom-Oskar Barreflod 2 .2 Target group ...... 13 5 .2 .3 Tip and tail shape...... 51 Figure 3: Thesis outline...... Illustration by: Tom-Oskar Barreflod 2 .3 Benchmarking...... 15 5 .2 .4 Full shape...... 53 Figure 4: Picture of Norse's skis...... Photograph by: Tom-Oskar Barreflod 2 3. 1. Physical properties...... 15 5 .2 .5 Name...... 53 Figure 5: Types of ski profiles ...... Illustration by: Matilda Nilsson 2 3. .2 Sustainability...... 17 5 .2 .6 Color...... 56 3 Theoretical framework ...... 21 5 .2 .7 Graphics...... 56 Figure 6: Construction of a ski...... Illustration by: Tom-Oskar Barreflod 3 1. Industrial Design Engineering...... 22 5 .2 .8 Three concepts...... 58 Figure 7: Fibers direction...... Illustration by: Matilda Nilsson 3 1. 1. History...... 22 5 .2 9. Materials...... 61 Figure 8: Manufacturing...... Illustration by: Tom-Oskar Barreflod 3 1. 2. Terms within design ...... 22 5 .3 Implementation...... 62 Figure 9: Ski characteristics part 1 ...... Illustration by: Tom-Oskar Barreflod 3 1. 3. User-centered design...... 22 5 .3 1. Digital representation...... 62 Figure 10: Ski charecterstics part 2...... Illustration by: Tom-Oskar Barreflod 3 2. Sustainability...... 23 5 .3 .2 Evaluation of final results...... 62 Figure 11: Average technical aspects of competitors’ skis...... Illustration by: Tom-Oskar Barreflod 3 .2 1. Sustainable design...... 23 6 Final Design...... 65 Figure 12: Comparison between competitive companies...... Illustration by: Matilda Nilsson 3 3. Material...... 25 6 1. Lengths...... 66 Figure 13: Comparison between competitors’ skis...... Illustration by: Matilda Nilsson 3 .3 1. Choosing material ...... 25 6 .2 Shape...... 67 3 .3 2. Core ...... 26 6 .3 Graphics ...... 69 Figure 14: Norse's The Enduro and The Freeride skis...... Photograph by: Norse Skis 3 .3 3. Epoxy Resin...... 26 6 .4 Name...... 72 Figure 15: Summary of how to communicate sustainability...... Illustration by: Tom-Oskar Barreflod 3 .3 4. Laminates...... 27 6 .5 Materials...... 72 Figure 16: Picture of Library...... Photograph by: Ekrulila 3 .3 5. Sidewalls ...... 28 7 Discussion...... 75 Figure 17: Ideation of colors...... Photograph by: Tom-Oskar Barreflod 3 .3 6. Edge...... 28 7 1. Positioning the result...... 76 Figure 18: An illustration of IDEO’s design thinking process...... Illustration by: Tom-Oskar Barreflod 3 .3 7. Rubber ...... 28 7 .2 Relevance...... 76 Figure 19: An illustration of the project’s timeline...... Illustration by: Matilda Nilsson 3 .3 8. Base ...... 29 7 .3 Reflection...... 77 Figure 20: Screenshots from each Instagram survey...... Screenshot by: Matilda Nilsson 3 .3 9. Top Sheet ...... 29 7 .4 Conclusions ...... 78 Figure 21: An illustration of the benchmarking process...... Illustration by: Matilda Nilsson 3 4. Sandwich construction ...... 30 7 .4 1. Research question 1 ...... 78 4 Method ...... 31 7 .4 .2 Research question 2...... 78 Figure 22: Word association . The best words are in the top right corner . . . Photograph by: Tom-Oskar Barreflod 4 1. Process...... 32 7 .4 .3 Research question 3...... 78 Figure 23: A picture of the ski templates...... Photograph by: Tom-Oskar Barreflod 4 2. Project planning...... 32 7 .5 Recommendation...... 79 Figure 24: A picture of some tools and graphics painted...... Photograph by: Tom-Oskar Barreflod 4 3. Inspiration...... 33 8 References...... 80 Figure 25: A picture of one of the workshops...... Photograph by: Matilda Nilsson 4 .3 1. Information gathering ...... 33 Figure 26: A picture of all ski color ideas...... Photograph by: Tom-Oskar Barreflod 4 .3 2. Literature review...... 33 Figure 27: A picture of the mock-up . By putting the paper skis on a pair 4 .3 3. Survey...... 33 of actual skis, a more realistic view of the tips could be seen...... Photograph by: Tom-Oskar Barreflod 4 .3 4. Persona...... 34 Figure 28: A picture of the modified vALUe method...... Photograph by: Tom-Oskar Barreflod 4 .3 5. Mood board...... 34 4 .3 6. Benchmarking ...... 36 Figure 29: A picture dot voting on ski colors ...... Photograph by: Tom-Oskar Barreflod 4 4. Ideation...... 37 Figure 30: Geometric model created in Autodesk Fusion 360 ...... Screenshot by: Matilda Nilsson 4 .4 1. Word Association...... 37 Figure 31: Photorealistic render created in Blender...... Screenshot by: Tom-Oskar Barreflod Figure 32: Ideation of graphics ...... Illustration by: Tom-Oskar Barreflod Figure 33: Results from the survey of wanted characteristics, unwanted characteristics and price ...... Illustration by: Matilda Nilsson Figure 34: A summary of the conclusions made of what ski to design . . . . Illustration by: Matilda Nilsson Figure 35: Persona illustrated ...... Illustration by: Tom-Oskar Barreflod Figure 36: Gear the persona would buy ...... Collage by: Matilda Nilsson Figure 37: Context of where the skis will be used ...... Collage by: Matilda Nilsson Figure 38: An evolution scheme of the process ...... Illustration by: Matilda Nilsson Figure 39: The four lengths chosen for the medium wide ski ...... Illustration by: Tom-Oskar Barreflod Figure 40: The dimensoins of Norse’s ski The Enduro ...... Illustration by: Matilda Nilsson Figure 41: Ski charecterstics part 2...... Illustration by: Matilda Nilsson Figure 42: Tip and tail shape ...... Illustration by: Tom-Oskar Barreflod Figure 43: Full shape ...... Illustration by: Tom-Oskar Barreflod Figure 44: Good and bad examples of names of skis today ...... Illustration by: Matilda Nilsson Figure 45: Norse's The Enduro and The Freeride skis...... Illustration by: Matilda Nilsson Figure 46: The four most highest-ranked graphics among the users ...... Illustration by: Matilda Nilsson Figure 47: Three final concepts and base...... Illustration by: Matilda Nilsson Figure 48: Render of final design...... Render by: Tom-Oskar Barreflod Figure 49: Illustrations of the length variations mock-ups ...... Illustration by: Tom-Oskar Barreflod Figure 50: An illustration of the project’s timeline...... Illustration by: Tom-Oskar Barreflod Figure 51: Sideview render of the skis ...... Render by: Tom-Oskar Barreflod Figure 52: Render highlighting the graphics of the tails ...... Render by: Tom-Oskar Barreflod Figure 53: Render showing the part just below the binding points ...... Render by: Tom-Oskar Barreflod Figure 54: Render showing top, side, and bottom view of The Venture . . . . Render by: Tom-Oskar Barreflod Figure 55: Render showing the skis' contrast to snow ...... Render by: Tom-Oskar Barreflod Figure 56: Illustrated material comparison between The Enduro and The Venture ...... Illustration by: Tom-Oskar Barreflod Figure 57: Render of top and bottom of skis on snow ...... Render by: Tom-Oskar Barreflod List of tables

Table 1: Properties of laminates . Table 2: Web survey result . Table 3: idewall materials .

10 1 Introduction

Alpine skiing becomes more popular by the day, as more and more people discover the joy of making a good carving turn in a newly groomed slope, the environment takes a toll . While many businesses all over the world have started their journey to becoming more sustainable, most ski companies have fallen behind . In this master thesis project, the aim is to disrupt these notions of non-environmentally friendly and gender inequal skis . This master thesis focuses on the development of a pair of sustainable alpine skis by applying a design thinking process with a sustainability approach . The project was conducted for the company Norse Skis based in Gothenburg and equivalent to 30 university credits. The master thesis project was the final unit in the Master of Science in Industrial Design Engineering and executed in the course D7014A - Degree project in Industrial Engineering, product design, Master of Science in Engineering, at Luleå University of Technology in the spring of 2020 .

Figure 1: (To the right) Picture of Norse Skis's The Enduro.

1 1.1 Background Luleå University of Technology - They will act as scope. When it comes to economical sustainability, the support during the project through knowledge and RESEARCH QUESTIONS only aspects looked at is if the materials used for the Today we live in a society where mass consumption experiences. Luleå University of Technology is the • What defines sustainable skis? skis are in a reasonable price range for Norse. is more common than not. Our behavior has a high school where this thesis is written. One important aspect of the project is the time impact on the environment and every day scientists all • Which are the user-needs for a pair of boundary of 20 weeks. This entails that the end result medium-wide alpine skis? over the world try to make us aware that if we continue 1.2.2 External stakeholders will be a well-defined concept of the skis and not a in this direction there will be dire consequences. This • How can sustainability be combined with the physical product. proves that there is a huge need for a sustainable The external stakeholders that are primarily affected by user-needs for a pair of medium-wide alpine skis? approach to product development. the result are as follows. Norse Skis is a company that markets itself as having 1.5 Thesis outline skis that make the least impact on nature. Today they User - One of the two most important stakeholders is Figure 2: Research questions. In this section, the outline for the thesis is described. have two kinds of skis in their product catalog which the user, the other being Norse Skis itself. The project is The thesis is divided into seven chapters, see figure 3. have a waist of 100 mm and 110 mm. The main goal of focused on the users’ needs. 1.4 Project scope the project is to explore how a pair of skis with a waist of approximately 90 mm could widen Norse Skis’ product Customer - Buys the skis but is not necessarily the user. This master thesis project focuses only on the skis CHAPTER 1: INTRODUCTION catalog and determine their design. The concept of themselves and not on the surrounding components Material supplier - Affected if the material of the skis like bindings, ski skins, or ski boots. Due to limited Chapter 1 serves as both an introduction as well sustainable skis will also be further developed. as an overview of the whole project . It includes When referring to sustainability, many people only is changed compared to Norse Skis’ current line up. time and resources, no prototypes can be created in the project background, aims of the project, and think of the ecological, or environmental, sustainability Norse’s factory in Poland. Prototypes of the skis are project scope . but that is just scratching the surface of what a Manufacturer - Will be directly involved in the produced in batches of at least ten pairs of skis. Taking CHAPTER 2: CONTEXT sustainable product is. For a product to be sustainable manufacturing process. into account that there is a sustainable approach to the project, making ten pairs of skis just for one prototype Chapter 2 contains the context . Here, skis it has to be not only environmentally-friendly but also are described by their terminology, usage, has to take the economic and social aspects into mind Store owner - Buys and sells the skis. would be contradictory in this stage of the process. shape, and construction . The target group and as well. The worst thing to create from a sustainable A limitation of this project is that the skis should benchmarking are also described . perspective is an unnecessary product, a product that Ski maintenance - Repair and maintain the skis. have a waist width of approximately 90 mm. A pair CHAPTER 3: THEORETICAL FRAME- does not fulfill any need and that no one buys. By this of 90 mm wide skis add as much value as possible to WORK means, the skis have to fulfill their potential user’s Competitors - If a customer buys our skis instead Norse’s product catalog that consists of a pair of 100 of competitors they will be affected indirectly and mm wide skis and a pair of 110 mm wide skis (personal Chapter 3 covers the scientific perspective needs. of the project . Industrial design engineering, hopefully look to create more sustainable skis as well. communication, Patrik Sannes, 2019). sustainability, and materials are covered in this In order to get a result that is as close to a finished chapter . 1.2 Stakeholders concept as possible, some physical aspects have to 1.3 Aims and purpose CHAPTER 4: METHOD The project’s stakeholders can be divided into two be overlooked. These aspects are calculations on the groups, internal and external. The internal stakeholders This project aims to develop a pair of sustainable skis strength of materials and what dimensions each and Chapter 4 has the project’s process described as well as methods and reasoning behind them . are directly involved in the project. The external for the company Norse Skis. The skis will be sustainable every length of the ski will have. This is due to the time in terms of ecology, economy, and social. The result will stakeholders are not a part of the project during its limitation and Norse already having that knowledge. CHAPTER 5: RESULTS be presented as a well-defined concept which meets the These aspects will instead be based on Norse’s current time but affected by its result. Chapter 5 includes the result of each project user needs for medium-wide skis. The result will help skis in combination with Norse’s expertise in ski phase . 1.2.1 Internal stakeholders Norse in the decision of if, and also how, they should development knowledge, and changing the dimensions widen the product catalog that they have today. and material to better suit the needs of this project. CHAPTER 6: FINAL DESIGN The internal stakeholders that are directly involved Chapter 6 covers the final product and a To reach global sustainability goals, the new One of the main focuses of this project is to develop description of it . with the project are as follows. products that are developed have to be sustainable. a pair of sustainable skis. Sustainability is a broad By taking a step forward in the ski industry, the subject and some of the areas that are interesting to CHAPTER 7: DISCUSSION Norse Skis - The most significant stakeholder in this expectation is to give the users the possibility to choose look into have been put outside the scope of this master Chapter 7 is where discussion of the process, project as both the project itself and its result could a sustainable ski. Hopefully, competitors to Norse can thesis project, due to limited time. The manufacturing methods and end result will occur . potentially affect their business. If it turns out that also be inspired to design and produce products with process is one big area that has been put outside the REFERENCES the skis created in this project could prove profitable, focus on sustainability without compromising on scope of this project. Instead, the focus will be on the Norse Skis could add it to their product catalog. Norse quality or price. ski design and the materials used. The marketing of the (APA reference style) Skis will further on be named as Norse. To reach the aims the following research questions skis and the working conditions at the factory where APPENDIX have been asked, see figure 2. the skis are being manufactured are also outside the

Figure 3: Thesis outline.

2 3 2 Context

In contextual research, an understanding of today’s situation is gained through the gathering of relevant information (Wikberg Nilsson, Ericson, Törlind, 2015) . Areas that can be touched in the contextual research are what environment the product will serve in, technical aspects, competitors, and legislation (Wikberg Nilsson et al ,. 2015) . The chapter covers the technical aspects of a ski to gain a deep understanding of the product . The chapter also covers the identified target group and benchmarking of competitive skis . Sustainability has been an important aspect in this project, therefore companies that market themselves as sustainable, and competitive ski brands have been benchmarked . Sustainability is divided into three areas, namely, ecological, social, and economic (World Commission on Environment and Development, 1987) . The ecological aspect covers the environmental impact the product causes, the social aspect covers every individual’s quality of life, and the economic aspect covers long term economic growth (World Commission on Environment and Development, 1987). A more in-depth definition of sustainability is found in chapter 3 2. .

Figure 4: (To the right) Picture of Norse's skis.

4 55 2.1 Skis to turn (Ellsworth, 2019). A ski with a lot of taper on Custom Skis, n.d.). tip and tail will have a low swing weight because the Carving - When carving, the skis tilt from one edge to To get a clearer view, the following is presented in widest points will be closer to the center and effectively the other. The edge of the skis then cuts into the snow Rocker - Rocker is the early rise of the tip and/or the this subchapter; ski and skiing terminology, slopes, making the effective edge shorter and easier to swing without sliding and travels along its length. On today’s tail. The rocker is ideal for powder skiing as it improves ski profiles, types of skis, ski construction, and ski around (Ellsworth, 2019). skis, the edge is curved due to the sidecut, which causes the floatation in the snow because it rises up the ski. On characteristics. the skis to cut into the snow in an arc. The skis follow hard snow, the rocker reduces the grip which makes it Damp - A term for how much vibration-damping the arc and make a turn (Mechanics of Sports, n.d.). easier to initiate a turn and skiing more playful (evo, 2.1.1 Ski terminology exists in the ski. The more dampening the ski has, the 2014). fewer vibrations will occur (Ellsworth, 2019). Skiing switch - Skiing backward (Ellsworth, 2019). In this paragraph, some common ski terms that will be needed to understand the reasoning behind design 2.1.4.2 Types of profiles Pop - Skis are poppy, or energetic when they bounce Playful - When skiing playful, skiing is dynamic which decisions are described. In the following text, the different profiles and their back after bending them (Ellsworth, 2019). It could be means to ski with finesse instead of force. Playful properties are described, see figure 5. The pros and after a turn, jumping or landing (Ellsworth, 2019). skiing can also be to do tricks and jumps in both the Flex - Flex is the stiffness of the ski. If a ski has a softer cons for each profile are in comparison to the other slope and the park (Ellsworth, 2019). The park is an flex, it is easier to bend. The ski’s flex is divided into two profiles that are mentioned below. area with prepared jumps and rails. sections longitudinal flex, which is the flex from tip to 2.1.2 Slopes Traditional Camber - When the skier stands on the ski tail, and torsional flex, which is the flex when bending Even though no slopes are the same, we generally Backcountry - Backcountry skiing takes place in on a flat surface, the camber disappears and the pressure in from side to side (skidotcom, 2014). A stiffer ski is divide them into two kinds; piste and off-piste (Gear, remote areas on unmarked slopes where no ski lifts can is evenly distributed along the ski (Barrabes, n.d.). generally preferred by more advanced skiers as it keeps 2016). be accessed (Mpora, 2016). stable at faster speeds, but a softer ski is easier to turn. When the ski is edged, the camber becomes reversed which leads to a poppy transition into the following Piste - A piste is a prepared slope where a snow Ski touring - Ski touring is a type of backcountry turn. Traditional camber offers a long effective edge Tip and Tail - The tip is the most forward part of the groomer has groomed the slope to create a corduroy skiing. It takes place in the backcountry and includes and most of the edge pressure is transferred out to ski while the tail is the back part of the ski. pattern (Gear, 2016). There exist a lot of different uphill and downhill travel. It can be defined by the the tip and tail providing more stability and edge grip conditions for prepared slopes, such as smooth and skier’s free heel that enables upwards climbing in steep (Wagner Custom Skis, n.d.). Underfoot width - When referring to the underfoot consistent, newly groomed slopes; roughed-up, end- terrain (Ski touring, 2020). width of the ski, it is, as the name suggests, the width of-the-day groomers which have been roughed-up by Camber with Front Rocker - Tip rocker in combination of the ski under the ski boots (Wagnon, 2017). It can skiers during the day; bulletproof, very hard slopes, to with camber offers a great combination of lift and edge also be called the waist of the ski. The wider the ski is name a few (Ellsworth, 2019). 2.1.4 Ski profiles grip which makes them effective in powder and on beneath the foot, the harder it will be to edge and carve The ski profile gives the ski many of its characteristics hard snow (Barrabes, n.d.). They are however prone to but it will have a much better capability of staying Off-Piste - It is, as the name suggests, to ski everywhere (Wagner Custom Skis, n.d.). Since different types of vibrations when skiing faster due to it having less edge above the snow when skiing in deep snow. but on the piste. They are unmarked slopes that are not skis require different characteristics, like performing grip than traditional camber. prepared and often unpatrolled as well (Gear, 2016). well on groomed snow or in powder, the profile varies Taper - A ski is tapered when the broadest points of It is usually more dangerous to ski off-piste because among the skis. The ski profiles can best be described if Camber with Front and Tail Rocker - Camber with either the tip or tail are closer to the center of the ski. of the risk of avalanches, rocks and other obstacles the ski is pictured from the side, lying on a flat surface. front rocker can be combined with tail rocker. This More taper makes it easier to turn but the ski loses grip and they can be rather remote compared to groomed reduces the effective edge a lot which means that when carving (Ellsworth, 2019). pistes (Gear, 2016). There exist reasons to ski off-piste 2.1.4.1 Important terms longer skis are required (Snow Season Central, 2019). which cannot be found on-piste like powder, skiing Camber, Effective edge, and Rocker are three terms Sidecut - Is the shape of the ski when viewed from The additional rocker in the tail makes the skis feel on freshly fallen snow, is one thing that many skiers used to describe the ski profiles. softer and provides surfy skis that are easy to pivot. above and it affects how the ski turns (Wagnon, 2017). always are on the lookout for (Ellsworth, 2019); and They nearly always make a subtle hourglass shape (Ski They also release easily in turns in powder snow. On a sense of freedom, skiing in nature where not many Camber - On traditional skis, the tip and tail make geometry, 2019). the downside, they lose stability, edge grip, and energy have been before can feel accelerating (Gear, 2016). contact with the ground while the part in the middle of when turning on hard snow (Wagner Custom Skis, There are different kinds of off-piste skiing and the the skis is arced upwards creating the camber (Wagner Turn Radius - Because the sidecut has a subtle n.d.). most common ones are lift-accessed off-piste skiing, Custom Skis, n.d.). Camber requires effort to initiate hourglass shape, the side of the skis forms an arc. The ski touring, and heliskiing. a turn and responds with powerful carving, stability, turn radius is the radius of the circle created if you Full Rocker - A full rocker will be in contact with the edge hold, and pop on groomed runs (evo, 2014). complete the arc (Wagnon, 2017). snow directly under the ski boots and the tip and tail 2.1.3 Skiing terminology Effective edge - The effective edge is used when making are arched upwards (Wagner Custom Skis, n.d.). Full a turn (Wagner Custom Skis, n.d.). When edging Swing weight - Describes how easy the ski feels to There exist as many ways of skiing as there exist skiers. rocker provides good flotation in deep snow and they the ski, the length of the edge that is in contact with swing or turn. A ski with low swing weight will be easy Some ways of skiing are follows. are very easy to turn (Wagner Custom Skis, n.d.). Since the slope is the length of the effective edge (Wagner

6 7 TRADITIONAL CAMBER

TIP TAIL they have no effective edge they are almost impossible 2010). EFFECTIVE EDGE to carve with (Wagner Custom Skis, n.d.). 2.1.6 Ski construction 2.1.5 Types of skis The most common construction type for skis is called Stable throughout the turn Harder to initiate turns Good edge grip The effective edge seeks a firm surface There are mainly four categories; carving skis, freeride Sandwich construction (GenuineGuideGear, 2018). A Quicker edge grip when beginning a turn Challenging in deep snow skis, freestyle skis, and touring skis. ski is built just like a sandwich, with different layers. Better traction at high speed on hard snow The difference between different skis comes from Good traction when touring Carving skis - The carving ski is designed for skiing which material each layer has as well as the shape of on groomed slopes and hard-packed snow. Traditional it (Mechanics of Sports, n.d.). From bottom to top, a camber is used on carving skis to give energetic turns ski consists of the base, edge, laminates, resin, core, and stability (Wagner Custom Skis, n.d.). The tail is sidewall, and top sheet, see figure 6. When the ski CAMBER WITH TIP ROCKER relatively flat to the snow to make the edge grip good at sandwich has been put together the base and edge are the end of the turn and also to prevent skids (Freeride, grinded and treated with wax. 2010). The carving ski has a narrower waist, 65 to 90 millimeters, than other ski types which makes it easy to Core - The core determines most of the longitudinal TIP TAIL edge in order to get into the turn fast (Freeride, 2010). strength and stiffness. It is made out of laminated strips EFFECTIVE EDGE of hardwood, often from different kinds of trees, to get Freeride skis - Freeride skis are the best alternative if the right properties. The strips run along the length you want to spend time outside the slopes. Freeride of the ski (Wagner Custom Skis, 2019; Mechanics of Improved floatation in powder snow The tip is prone to vibrations skis can be divided into two categories; all-mountain Sports, n.d.; GenuineGuideGear, 2018). Easier to initiate turns Less traction on hard snow Helps you stand in a centered and balanced stance skis and off-piste skis (Freeride, 2010). All-mountain Longer skis can maneuver like shorter skis skis have a camber combined with front rocker and Epoxy Resin - Each layer of the skis are held together Makes touring easier and more controllable sometimes also tail rocker (Wagner Custom Skis, n.d.). with an epoxy resin (Mechanics of Sports, n.d.). The camber enables carving turns on groomed piste Combined with the laminates, the epoxy resin and the rocker enables good flotation in deep snow. determines roughly 60% of the stiffness of the ski The waist is usually between 85 to 105 millimeters (personal communication, 2020). CAMBER WITH TIP TAIL ROCKER (Switch Back Travel, 2020). Off-piste skis usually have full rocker with a waist between 110 - 125 millimeters Laminates - Laminates are reinforced material that is which make them perfect for deep snow. They are commonly used between the base, core, and top sheet easy to pivot and float well on the snow. Since the ski layers. Most of the torsional strength is determined TIP TAIL is missing camber they have no effective edge and are from which laminate material is used (Wagner Custom EFFECTIVE EDGE almost useless on hard snow (Freeride, 2010). Skis, n.d.). Other things to take in mind when choosing laminate material is how expensive it is compared to Freestyle skis - Freestyle skis are made for the skiers its weight and overall quality. Laminates are usually (In addition to the pros for tip rocker) (In addition to the cons for tip rocker) that make tricks and spend a lot of time in the park. divided into two categories; metals and nonmetals Good for surfy skiing Less traction and stability in long turns Allows for easy pivoting Less backbone and energy when turning There is usually no difference between the front and (GenuineGuideGear, 2018). The nonmetals are usually Easier turn release in deep snow Less edge grip and stability on hard snow the back of the ski, giving it its name twin-tip (Freeride, carbon fiber and fiberglass. They make the ski stable 2020). The bindings are centered on the ski providing and stiff but carbon fiber is lighter and more expensive better balance. To make the ski playful it is softer than (GenuineGuideGear, 2018). most other types of skis which, on the other hand, The fibers’ structure determines the torsional and FULL ROCKER reduces its qualities in the piste (Freeride, 2020). flex characteristics. How the fibers can be weaved is seen in figure 7 (Wagner Custom Skis, n.d.). The metal Touring skis - Touring skis are light skis made for is usually Titanal which is a refined aluminium that climbing mountains with the least energy wasted. reminds of Al7075 and is produced by the company TIP TAIL Touring skis usually have the shape of an all-mountain AMAG (GenuineGuideGear, 2018: AMAG, n.d.). ski but are a bit shorter to make them lighter. To reduce Titanal gives the ski stiffness, due to its torsional rigidity. as much weight as possible it is usually constructed It also provides high-speed stability and smooths out Great floatation in deep snow Zero effective edge means impossible to carve a turn with carbon fiber and cap-construction (Freeride, many of the vibrations. Really easy to pivot Bad for traversing Unstable on hard snow

88 9 Figure 5: Types of ski profiles. CONSTRUCTION OF A SKI DPS permanent. Permanent wax absorbs into the Sidewall - The sidewall of the skis is usually made material and bonds on a molecular level. out of ABS or Polyurethane with rubber underneath to absorb vibrations (GenuineGuideGear, 2018). The Top sheet - The top sheet is the top layer of the ski. It sidewall protects the core and is traditionally used for carries the graphics and also protects the skis from racing because it transmits the energy to the edges damage (GenuineGuideGear, 2018). The graphics can well. The sidewall makes the ski more torsionally stiff be backprinted on the top sheet or infused into the and heavier (Mechanics of Sports, n.d.). material (Wagner Custom Skis, 2019). When no sidewall is used the top sheet is brought down to seal the edges, called cap construction. 2.1.6.1 Manufacturing Cap construction results in a lighter ski but with less The process of making skis is fairly easy and relatively torsional stiffness (Mechanics of Sports, n.d.). fast. The steps taken in the manufacturing process, as There is also a happy medium between the two, described by Bloomberg (2018) and Ski Bum Magazine called half-cap construction (Mechanics of Sports, (2015), are described below and visualized in figure 8. n.d.). Step 1 - Laminated strips of hardwood are glued Edges - Edges are made of steel and are only seen on together into a core block. the outer edge of the ski (GenuineGuideGear, 2018). Step 2 - The core block is cut into many single cores in The ski edges are what grips the snow when making a TOP SHEET an industrial band saw. turn. If the edge is thinner, the ski will glide better but Step 3 - A router tool profiles the core and makes it LAMINATES also be less durable from impacts compared to thicker thinner towards the tip and tail. edges (Wagner Custom Skis, n.d.). CORE Step 4 - The material for the base is cut out. Step 5 - The edges are flame treated and bent into the SIDEWALL Rubber - The rubber is found between the edge and right shape. RUBBER bottom down layers of laminates. The rubber creates Step 6 - The edges are attached to the base using a bonding layer between two materials that will not superglue. BASE bond well together, to prevent shear delamination Step 7 - All the individual parts (base material, EDGE (Armanda, 2016). The rubber also works to dampen laminates, core, sidewalls, and top sheet) are stacked in vibrations (Armanda, 2016). the right order with resin and hardener in between. Step 8 - The ski press is set to the right camber/rocker Base - The base is the bottom part of the ski. It is always profile of the ski. made of Polyethylene, which is a polyethylene plastic Step 9 - The skis are pressed. (Mechanics of Sports, n.d.). The quality of the ski base Step 10 - The excess material is removed. Figure 6: Construction of a ski . depends on the molecular weight of the plastic; if the Step 11 - The edges are beveled. molecular weight is high, the ski base will be more Step 12 - The skis are waxed. durable (Mechanics of Sports, n.d.). There exist two kinds of bases; extruded, which is cheaper but of lower quality compared to sintered, that is generally of better quality but more expensive to manufacture (Mechanics BI-AXIAL WRAP TRI-AXIAL WRAP of Sports, n.d.). The Polyethylene could be transparent, 0° 0° colored, or infused with graphite to improve glide (GenuineGuideGear, 2018). -45° 45°

Wax - There are two kinds of temporary wax used 90° today, hydrocarbon and fluorocarbon. Hydrocarbon lasts the longest and is cheaper (GenuineGuideGear, 2018). Fluorocarbon performs better but is not environmentally friendly (Hellmark, 2019). There is also permanent wax, like Easywaxxx and Figure 7: Fibers direction.

1010 11 MANUFACTURING OF A SKI

STEP 1 STEP 2 STEP 3 2.1.7 Ski characteristics based on the 2.2 Target group Glue core Cut core Cut core shape shape In the industry today, skis are divided into different There exists no perfect pair of skis that work for categories, like for example; piste, off-piste, and all purposes at the same time. Depending on what touring skis. Skis are also divided into two categories the intended usage is for the ski it has to be shaped based on what gender they are for. Norse and this accordingly. Skis experienced properties change master thesis project focus on sustainability (personal depending on the shape of the skis. Some of the major communication, Patrik Sannes, 2020). To be socially differentiators ski developers can take in mind when sustainable Norse creates skis for all passionate creating a new pair of skis are described in figure 9 and skiers, rather than focusing on one gender (personal figure 10. communication, Patrik Sannes, 2020). The target group for the medium-wide ski developed in this project will, therefore, be a genderless person with a passion for STEP 4 STEP 5 STEP 6 skiing. Cut base Bend edges Attach edges

TURN RADIUS

Short turn radius Long turn radius

STEP 7 STEP 8 STEP 9 Stack parts Set press Press skis Shorter turn radius results in: Longer turn radius results in: • Shorter natural carve turn • Longer natural carve turn

WIDTH

Thin Broad

Thinner skis results in: Broader skis results in:

• Easier to carve • Better floatation STEP 10 STEP 11 STEP 12 • Lighter compared to broader skis Remove excess material Bevel edges Wax skis

LENGTH

Short Long

Shorter skis results in: Longer skis results in: • Easier to turn • More stable Figure 8: Manufacturing . Figure 9: Ski characteristics part 1 .

12 13 TIP ROCKER 2.3 Benchmarking six other companies from the external benchmarking to understand what all six companies value compared TIP TAIL To make use of the successes and mistakes of today, to the others and what makes Norse unique. The benchmarking was conducted. Because the goal of second matrix compared the competitive skis from this project is to create sustainable skis, both potential the external benchmarking to make it more clear what competitors’ skis and marketing of sustainable products kind of ski that is to be designed in this master thesis are the main areas that were benchmarked. An internal project and how it can stand out from the rest. The skis benchmarking of the skis Norse holds today was also Less tip rocker results in: More tip rocker results in: can be found in appendix A. performed. What can be seen in figure 12 is that no other • Better grip in groomers • Easier turn initation company than Norse focuses on sustainability. • Damper tip • Better floatation off piste 2.3.1 Physical properties By analyzing the other companies’ websites and • Easier to use skins and tour Instagrams it is easy to identify gender inequalities and By comparing and analyzing the physical properties social exclusion. A majority of the companies have no of today’s skis, different properties of how a pair of information at all about ecological sustainability. Since medium-wide skis perform compared to their design sustainability is in the core of Norse it makes them very TAIL ROCKER could be determined. With this information, it was unique in the ski industry and is something that they easier to develop skis that fit the target group. should highlight. TIP TAIL In figure 13 it can be seen that all competitive skis 2.3.1.1 External have the look of an off-piste ski and it is most likely an All skis that Norse thought were their potential attribute that the users want. Since Norse already has competitors when it comes to the 90 mm alpine skis two skis that perform great off-piste, it is wise to have a can be found in appendix A. These six pairs of skis had ski that is more towards on-piste skiing in order to have something in common, namely, made on the basis of a wide range of skis in their product catalog. Less tail rocker results in: More tail rocker results in: not filling one specific purpose. Nearly all of them were • Good tracking ability in long turns • Easier turn release in soft snow the typical one-ski quiver, which means to only use one 2.3.1.2 Internal • Stability and better grip in groomers • Easy pivoting ski to fit all types of skiing, also known as all-mountain An internal benchmarking was conducted by testing skis with a slight preference of on-piste skiing rather • Energetic end of turns the skis in Norse’s product catalog, The Enduro and The than off-piste. Some skis in this range were intended Freeride, see figure 14. Both of Norse’s current skis are more for touring but still with a focus on working very lightweight and have a similar shape and profile great everywhere on the mountain. A summary of the with the biggest difference being their waist width TAPER technical aspects of competitive skis is found in figure and available lengths. The Enduro has a 100 mm waist 11. width and is made for the Scandinavian mountains. It TIP TAIL works well in all conditions but is more focused on off- piste performance than on-piste. Norse’s other ski, The TECHNICAL ASPECTS OF COMPETITORS Freeride, is made with the Alps in mind and has a waist Average width (tip-waist-tail) (mm): 130-90-115 width of 110 mm. It got an even bigger focus on off- Ski type: All mountain piste performance compared to The Enduro. Profile: Rocker in both tip and tail. Small camber. The graphics of the skis are blue with white details Material: Poplar, beechwood, balsa, and/or titanal . which results in simple graphics compared to other skis. Weight: 1600 to 2000 g per ski On the skis tested the tip got more damaged compared Less taper results in: More taper results in: Price: 6500 SEK to other brands’ skis. • Better grip • Easier turn initiation The recommended binding point on the skis is a • Easier turn release little bit more towards the tip of the skis compared to Figure 11: Average technical aspects of competitors’ skis. • Easier to skid other brands’ skis. This results in easier turn initiation and more engaged skiing. If the skier is more used to • Enables better floatation To understand Norse as a company and their visions leaning forward, the ski will probably feel shorter and a bit better two matrices were produced, see figure 12 less stable than with a traditional binding point toward and figure 13. The first matrix compares Norse to the the tail. Figure 10: Ski charecterstics part 2 .

14 15 COMPANIES SOCIAL SUSTAINABILITY There are some benefits and drawbacks to 2.3.2 Sustainability lightweight skis. They are very playful and easy to ski High To increase the sustainability of skis it is crucial to but they lack stability compared to heavier skis. The have an understanding of the design and materials of lack of stability gets more noticeable when higher speed today’s skis. By looking at how well or inadequately NORSE SKIS is achieved, especially when carving. the skis on the market handle both ecological and The skis profile is a small camber with long tip social sustainability, as well as how sustainability is rocker and a shorter tail rocker. Like the skis’ weight, communicated in other products, these findings could HEAD the profile makes the skis playful and easy to turn. The be used when developing the medium-wide skis. small camber combined with rocker results in a shorter EXTREM effective edge which makes the skis easier to turn but 2.3.2.1 Ecological ECOLOGICAL less stable when carving. Low High A ski consists of many different materials that each SUSTAINABILITY Both the skis weight and profile encourages the user NORDICA to not necessarily make the best carve turns, even if have their own specific impact on the environment. they work for that as well, but to have a fun time skiing. Many of these materials come from non-renewable resources or use non-renewable energy sources, which FACTION means that the sources cannot be replaced once they have been used (National Geographic Society, 2019). From benchmarking, it could also be noticed that BLACK CROWS recycled material was rarely used. Some skis are also LINE built from materials that are transported a long way Low and take a lot of energy and water to produce. A common rule in the ski industry is that a pair Figure 12: Comparison between competitive companies. of skis last up to 200 days (personal communication, Patrik Sannes, 2020).

COMPETITIVE SKIS 2.3.2.2 Social When it comes to the social aspects there is a lot to FROM EXTERNAL BENCHMARKING LOOKS notice. Men’s skis and women’s skis are significantly Off-piste different, without any particular reason other than the gender roles of our society. What can be identified is BLACK CROWS that women skis are often in light colors, and especially LINE NORSE SKIS pink, with smooth graphics in round and soft shapes. Men’s skis are often in dull and dark colors with hard EXTREM shapes and tough prints. The women skis have names NORDICA like Pandora, Birdie, Mothertree, Luv boat, and Santa Ana, and men’s skis have names like Enforcer, Dictator, FACTION Sick Day, and Blade. Another inequality noticed is HEAD that women skis usually are 1000 to 2000 SEK cheaper Piste Off-piste PERFORMACE than men skis, even though the manufacturing cost is the same. Most ski manufacturing today is conducted in Europe where the companies have to follow the European Union’s laws and regulations for social rights at the workplace (EU, n.d.). However, some companies manufacture their skis in China where social rights for workers have historically not been as well regarded as the European countries’ (Chen, 2007).

Piste

Figure 13: Comparison between competitors’ skis. Figure 14: Norse’s The Enduro and The Freeride skis.

16 17 2.3.2.3 Communicating sustainable products and services 3 Theoretical To get a wide scope of how communication of COMMUNICATING SUSTAINABILITY sustainability is done by others, companies outside the Be transparent - It is easier to be believable framework ski industry were benchmarked. These companies can if a company is transparent with what they do be found in appendix B. Sustainability could be found and how they do it . According to Grant and Osanloo (2017), the theoretical in a lot of companies as the legislation is becoming more Be convincing - Claim that the products framework is the most important part in a research and more strict and customer’s growing environmental are the solution to the problems that are process . The authors mention that most of the awareness. There are some companies that stand out experienced today . knowledge is built on the theoretical framework and it because they have a clear communication strategy to Educate - Teach the customers about relevant serves to support all parts of the project . This chapter utilize their sustainable products and services to sell areas that help them understand your covers the theory that is relevant to the project . these to customers. message . There is a clear theme for companies that Give hope - Give hope about a bright future if communicate their sustainability well. Depending on the customer buys your products .

how sustainable the product or service that they provide Good conscience - Relate good conscience is, communication is done differently. If a company has to buying a product from you . a very sustainable product, they are keen to show this Showcasing social sustainability - Show and teach the customer all about it. If, on the other people from all backgrounds in your hand, a sustainably-oriented company has a product campaigns .

that is not environmentally friendly the sustainability Simplify - Make sure that the message that is part is hardly mentioned at all in the communication. sent out is easy to understand . In the same way, there is a difference in transparency Support - Support initiatives and organizations between companies depending on how sustainable they that fight important and meaningful things. truly are. Graphic profile - Match colors, patterns, and Another theme for sustainable communication is graphics with the message that you want to that the message form each product or service tries to send out . make the customer feel good for buying their product Compare - Compare yourself to other or service. They inform how the product or service is companies in the same industry to convince sustainable and why that is good. that your company is the most sustainable in the business . Many interesting aspects of how sustainability can be communicated were found in the benchmarking. When analyzing the results the focus was to pin-point Figure 15: Summary of how to communicate sustainability. what the companies do to make the customer believe that the company is sustainable. A summary of the findings from the analysis conducted by the project team is found in figure 15.

Figure 16: (To the left) Picture of Library.

18 19 3.1 Industrial Design It focuses on technical aspects like dimensions, 3.2 Sustainability people as possible should be included in the design, performance, and material properties (Johannesson et regardless of background, sex or age. Engineering al., 2013). Sustainability is one of the main focuses of this thesis All three of these aspects are dependent on each project. Norse’s business profile is that they make This master thesis project is the last project in the major The Professional Practise Committee works to other in order to achieve sustainable development and great skis with the least impact on the environment of Industrial Design Engineering at Luleå University of support and protect the profession of Industrial design. it is important to take all in mind through the product and this profile needs to be maintained with the new Technology. The project aims to show that the students They defined it as “Industrial design is a strategic development (World Commission on Environment skis that are to be designed. “Sustainable development have deep knowledge within the area of their education problem-solving process that drives innovation, and Development, 1987). is development that meets the needs of the present and independently can conduct a master thesis work. builds business success, and leads to a better quality Taking all three aspects in mind during this whole without compromising the ability of future generations The work is built on the practice of Industrial Design of life through innovative products, systems, services, project made sure that it went in the right direction to meet their own needs.” (World Commission on Engineering which is the core of this education. A and experiences.” (WDO, 2019). Johannesson et al. with a more sustainable product that would probably Environment and Development, 1987). In order to description of the relevant areas within industrial (2013) digs deeper into the definition and argues that otherwise not be achieved. meet these needs ecologic, economic, and social design engineering follows. Industrial design is all about the experiences of using a product. sustainability has to be taken in mind (World 3.2.1 Sustainable design A profession that has come to grow a lot in the Commission on Environment and Development, 3.1.1 History A product that is completely sustainable is impossible last couple of years is Industrial design engineering 1987). to create, but it is crucial that product designers During the Industrial Revolution in the 18th and 19th (Johannesson et al., 2013). An Industrial design The most common aspect of sustainability is attempt to create products that are as sustainable as centuries, the manufacturing of products shifted from engineer has the skills of both an Engineering designer the environmental aspect. To most people today, possible in order to accommodate future societies single produced products to mass production, and the and an Industrial designer and can act as both in a sustainability is synonymous with environmental (Ljungberg, 2007). According to Brower, Mallory, act of making was disconnected from the act of design project. The Industrial design engineer is, therefore, the sustainability. Even though it is pretty much impossible and Ohlman (2009) and Lewis and Gertsakis (2001), (King & Chang, 2016). Due to the fact that products link between the two professions. to put a value on how ecologically friendly something now were made for a large number of people, designers is, products and services are often measured through sustainable design is design that considers its impact on the environment. Lewis and Gertsakis also state had to start taking into account different needs like 3.1.3 User-centered design their production of carbon dioxide, CO2 (World functionality, cost, and aesthetics (King & Chang, Commission on Environment and Development, that a good designer always strives to keep the impact 2016). During the 1970s, people started talking about that the 1987). Products that are environmentally friendly are of the environment as low as possible. How much a Örjan Söderberg points out in the book by Wikberg key to successful designs was to involve the users in often referred to as green products but calling these product affects the environment is often determined Nilsson et al. (2015) that design is often misunderstood the design process (Johannesson et al., 2013). Wikberg sustainable products is wrong because a product that in the design process, therefore Lewis and Gertsakis and taken as an artistic process. Johannesson, Persson, Nilsson et al. (2015) states that user-centered design is green is not necessarily sustainable in the other two argue that sustainable design is to take responsibility and Pettersson (2013) agrees with that and states that is to make sure that the design, regardless if it is a aspects. for the outcome. people believe that design is closely linked to aesthetics product or a system, complements the users’ strengths It has become more and more common amongst Brower et al. (2009) claim that there are three goals and has nothing to do with engineering. The authors and skills. Johannesson et al. (2013) and IDEO (2015) businesses to put effort into changing old or creating in sustainable design. The first goal is to make products describe that in the development of products the give their view of the topic and state that user-centered new products and services to lessen their environmental 100 percent cyclic, meaning that the materials come responsibility has traditionally been divided between design is a design philosophy where the design process impact (Kotler, 2011). However, making sustainable from compostable organic material or are repeatedly two areas of expertise; construction and design. always has the user in focus. Wikberg Nilsson et al. decisions include looking at the economic and social recycled. The second goal is to only use renewable Construction has been responsible for the technical (2015) also mention that designers should adapt the aspects as well. These decisions need to take all people energy, both during the development and production aspects while design has been responsible for the design of the products and solutions to the users and related to the product or service in mind from a long- of the product. The third goal is to avoid or reduce the usability and appreciation of the product. In the past, not force the users to adapt to the design. The authors term perspective (World Commission on Environment negative environmental impacts of the design process. these two professions have been separated but today mention that by keeping the user in center, good design and Development, 1987). An example of economic Clark, Kosoris, Nguyen Hong and Crul (2009) they are closely linked and cooperate. will follow. Friedman (2003) agrees with Wikberg sustainability is making sure that everyone involved in states that today, sustainable design builds on the work Nilsson et al. (2015) and states that one of the goals in the product or service gets a reasonable salary (World of ecological design but includes social and economic 3.1.2 Terms within design design is to meet user needs. Commission on Environment and Development, concerns. The authors also mention that when applying In this project, Industrial design engineering will 1987). Economic sustainability is commonly known as sustainable thinking into design the goal is to reduce Within the English language, the word design has a influence the project thoroughly. To make the best ski the other part of sustainability, with ecological being the negative economic, ecological and social impacts broad meaning. It reaches from construction all the possible the two areas of engineering and industrial the first part, when discussing sustainable development through the whole lifecycle of the product. way to art and architecture (Johannesson et al., 2013). design will be combined. Technical aspects will be (Kates, Parris, & Leiserowitz, 2005). However, Kates In sustainable design, the designer plays a great role. Three different terms where the word design is used taken in regard to the construction of the physical ski. et al. (2005) describe that only taking economic and Lewis and Gertsakis (2001) argue that those that are which are relevant for this thesis are presented below. The user needs of the skiers will be met which will make ecological sustainability in mind may lose the aspects a part of the process of making new products are the Engineering design, also known as construction, the design process user-centered. of human development, equity, and social justice, also ones that can help to create a sustainable future. The could be described as the engineering part of the known as social sustainability. Social sustainability authors claim that it is the designer’s responsibility to development of a product (Johannesson et al., 2013). focuses on every individual's quality of life and as many make the users choose the most sustainable alternative

20 21 instead of the old ones that have a higher impact on norm-creative design are when the design, e.g. choice 3.2.1.2 Designing for long life 3.3 Material the environment. Margolin (2007) talks about how of colors and shapes, does not lean towards one specific One strategy to lower the environmental impact is designers are a big part of what makes up the world we gender or group of individuals. to design for longer life (van Nes & Cramer, 2006). What materials the ski will be made of will in a large live in today. They fill the gap of what is today and what When designers categorize and decide social Over-consumption is a major problem regarding amount determine its impact on the environment could be tomorrow. Designers’ work is focused on the norms and what it means to be a man or a woman, it is sustainability and designing for a longer product life and is, therefore, an essential area in this project. future and therefore they are creators of the world that called doing gender (West & Zimmerman, 1987). The can help tackle this problem (van Nes & Cramer, 2006; This chapter begins with a theory on how to choose is tomorrow. product’s shape, color, and material determine if the Ljungberg, 2007). What drives people to replace a the most sustainable material for a product. After To create a sustainable product the design process product is more associated with one particular gender product varies, but basically what people are looking for that follow subchapters for each and every part in becomes very important. Thorpe (2018) argues that (van Tilburg, Lieven, Herrmann, & Townsend, 2015). are products that are up to date, meet their needs, and the construction of a ski. Each subchapter starts by most of the positive change towards a more sustainable To avoid doing gender it is of utmost importance that are well functioning (van Nes & Cramer, 2006). This presenting the material Norse uses today and continues product is done in the design process. The author the designer understands current social norms in order requires development of flexible and dynamic products with alternative materials that are considered more further argues that the design process can decide up to actively work against these norms. Designers that that can meet people’s needs over a longer period of sustainable. The theory in this chapter was extracted to 80 percent of how sustainable a product is. What do not know about relevant social norms risk creating time (van Nes & Cramer, 2006). Van Nes & Cramer from scientific reports, popular science articles, and also is mentioned is that it is much more effective to something that excludes users outside the norm (Lykke, (2006) states that “During product development, one relevant web pages. incorporate sustainability into the design process 2010). Some examples of social norms are that light has to anticipate upcoming possibilities, potential than it is to take care of the consequences afterward. colors are often associated with women while darker dissatisfaction, and product defects.” (p. 1317). 3.3.1 Choosing material Lewis and Getsakis (2015) talk about that when taking colors are associated with men (Jahnke, 2006). E.g., The lifetime of a product is usually decided by the The choice of material is the biggest environmentally sustainability in regard, no new design process needs Sparke (2010) claims that a common design strategy user (van Nes & Cramer, 2006). He or she decides sustainable aspect when creating a physical product to be invented, but the already existing one has to be to introduce women to a product is to simply make it when the product should be thrown away or replaced. (Ljungberg, 2007). According to Ljungberg (2007), renewed. Wikberg Nilsson et al. (2015) state that it smaller and paint it pink. Ehrnberger, Ilstedt, & Räsänen A conclusion of this is that not only the specific the sustainability of a product is determined by how is important to understand the whole lifecycle of the (2012) adds that products made for women are usually characteristics of the product that have to be changed sustainable each phase of its life cycle is (Ljungberg, product in order to make the best possible change. designed to highlight playfulness and sexuality. The but also the users’ behavior (van Nes & Cramer, 2007). The life cycle of a product includes six stages; By applying sustainable design, it made sure that authors also argue that products made for men usually 2006). One way to change this behavior is through the material extraction, manufacturing, packing, the project was always focused on both developing the have a tougher shape to indicate speed and power. aesthetics of a product and the emotional bond to the transportation, product use, and eventually disposal project in a sustainable manner as well as creating and Martinsson and Reimers (2014) say that designing and product (Zafarmand, Sugiyama, & Watanabe, 2003). By (Hui, Lau, Chan, & Lee, 2002). choosing the most sustainable alternatives. By having using these social norms contribute to the idea that designing aesthetically pleasing products an emotional In material extraction and manufacturing the the tools given from sustainable design the project men and women are each other’s counterparts. bond between the user and the product occurs, which most important aspect, in terms of choosing materials could use methods that created sustainable results in an According to Butler (1988), social exclusion and makes the user use the product for a longer time and its environmental impact, is the energy source efficient manner. gender differentiation is something enacted rather (Zafarmand et al., 2003; van Nes & Cramer, 2006). and how much energy is needed (Ljungberg, 2007). than innate. This means that designers make active Ljungberg (2007) claims that “a sustainable product It is also important that the manufacturers are able choices to either prevent or encourage social exclusion. 3.2.1.1 Norm-Creative Design must be in fashion to be popular on the market.” (p. to work in a socially sustainable manner, including Wikberg Nilsson and Jahnke (2018) claims that all A part of social exclusion is when individuals or a 470). We live in a society where the trend is to always having a fair salary and a safe working environment designers automatically take a standpoint when group of individuals get either a lack of or completely have the newest version of a product which results in a (Ljungberg, 2007). In addition, by choosing material choosing one design over another. They can never be denied a product that is available to another social throwaway culture (Ljungberg, 2007). Designers need and designing a product to be lightweight, both packing truly neutral and are therefore required to reflect on group (Levitas, Pantazis, Fahmy, Gordon, Lloyd, & to predict the next trends on the market in order to and transportation will be more sustainable (Kaspar each design choice in terms of current norms. Wikberg Patsios, 2007). To avoid social exclusion and to reach design products that the users want to use for a long & Vielhaber, 2017). During the product use phase, Nilsson & Jahnke explain that norm-creative design is social sustainability through designing a product or time (Ljungberg, 2007). One way to go is to strive for it is crucial to choose materials that last in terms of not about creating neutral products but making choices service, norm-creative design could be used (Wikberg making products timeless and classic (Zafarmand et al., durability, resources used, residues, and maintenance to include as many as possible. Nilsson & Jahnke, 2018). A norm-creative design 2003). By doing this the product will age in harmony (Hui et al., 2002). When the product has served its One of Norse’s most important values is that the approach could be divided into two phases, norm- with the society (Zafarmand et al., 2003). purpose, how it is disposed of greatly affects the total skis are made for skiers, not for one specific gender. critical and norm-creative (Wikberg Nilsson & Jahnke, By having longevity as a central concept throughout environmental impact of the whole product (Hui et al., When looking at the ski industry today, there are very 2018). The norm-critical phase’s goal is to challenge the project, each design decision has taken that into 2002). In terms of material, when it comes to disposal distinct differences between skis made for women and social norms that contribute to inequality and social mind. This mostly affected the choice of material as well there are a couple of routes to go. The goal could be skis made for men. Since it is the designers’ ambitions exclusion (Appleton-Dyer & Field, 2014). This can be the creation and choice of color and graphics of the skis to have material that is non-toxic, recyclable, and/or and decisions that decide how norm-creative a product performed by redesigning a product that is designed in order to design a ski that the user can and want to reusable in any fashion (Ljungberg, 2007). is, it has been important for the project team to make for a specific gender, with the opposite gender in mind. use for a long time. The three most important phases, which have the a ski that prevents gender inequalities. Norm-creative On the other hand, norm-creative design is when biggest impact on the product’s total environmental design thinking has been used when generating ideas the designer aims to counteract inequalities through impact are material extraction, manufacturing, and design thinking (Wikberg Nilsson, 2012). Examples of and deciding upon shape, color, graphics, and name.

22 23 disposal (Hui et al., 2002). The focus should, therefore, provides spots for the binding screws so they sit strong they offer composite solutions with no impact on the impact during production, does not need as many be to choose materials that are easy to extract, produce, (personal communication, Patrik Sannes, 2020). Ash environment, e.g. by using bio-based products as well polymers, lower weight which improves transportation, use in manufacturing, and/or to dispose of. grows in Europe. Balsa wood works as a distance as energy from green resources. Entropy Resins offers and they could be used as an energy resource after A strategy that covers all phases of a product’s life between the laminates and transmits energy between bio-based epoxy resin that has already been used in it has served its use in a product. The use of natural cycle is by minimizing the amount of material used in these two (Campbell, 2004). Balsa grows in central and alpine sports equipment (Niche Snowboards, n.d.). fiber does not tear the manufacturing tools as much as the product, as long as the performance of the product south America and most of the wood is produced in fiberglass does as well (Akil et al., 2011). A category of would remain intact. Another strategy is to substitute Ecuador (Skogen, n.d.). 3.3.4 Laminates natural fiber is renewable natural plant fibers (Akil et current materials of a product for materials with less al., 2011). A benefit of natural plant fibers, such as kenaf The laminates are responsible for approximately 60 total environmental impact. When substituting material fiber, are that they could generate job opportunities in 3.3.3 Epoxy Resin percent of the stiffness of the skis (Patrik Sannes, it is important to consider all product life cycle phases both rural and urban areas because of its production To make sure all materials of the skis stick together, personal communication, 2020). Because of how (Hui et al., 2002). E.g. a material could be lighter and process (Akil et al., 2011). Even though hemp, kenaf, an adhesive is needed. In Norse’s case, and in almost much the laminates affect the performance of the skis therefore better in terms of packing and transportation and ramie fiber are more environmentally friendly than all other cases as well, the adhesive used is epoxy it is very important to choose laminates with the right but worse in terms of all other aspects, rendering it not e-glass on their own, they are worse than e-glass when resin. Epoxy resin is a material used for its excellent properties. There exist a lot of possible materials to use suitable in terms of environmental impact. it comes to moisture absorption (Gupta, Thakur, & adhesive ability combined with low shrinkage, force as laminates but it is common to use fibers because According to Naturskyddsföreningen (n.d.), Thakur, 2017). The lack of moisture absorption results resistance, and versatility (Massingill & Bauer, 2000). of their physical properties. Fibers could be divided renewable resources are resources that can reproduce in need of more adhesive which in itself could weigh Apart from these features, epoxy works very well with into two categories; synthetic and natural fibers. themselves, for instance, plants and biomass. The a lot and not be that environmentally-friendly (Licari fibers in order to produce composite materials with Four different materials were found to be reasonable carbon dioxide that is released when the resources & Swanson, 2011). The natural plant fibers’ moisture great physical properties (Brydson & Gilbert, 2016). alternatives to the current solution Norse has, see table are used, binds again when they are renewed absorption also makes it more complicated to use in the Even if epoxy resin comes with a lot of benefits, it does 1. (Naturskyddsföreningen, n.d.). Non-renewable skis’ manufacturing process. have some drawbacks. As epoxy is toxic during its resources, like oil and coal, exist in a certain amount Another alternative to fiberglass, in terms of being manufacturing process, it is crucial that it is processed Table 1. Properties of laminates. Cameron & Rapp, 2001; Akil et al., on our planet and they renew themselves at a very more environmentally friendly, is the use of Basalt fiber with the utmost caution (Brydson & Gilbert, 2016). 2011 slow pace or not at all (Naturskyddsföreningen, n.d.). (Jamshaid & Mishra, 2016). Basalt fiber is created from Epoxy resin is a non-renewable material created When they are used, carbon dioxide is released into basalt rock, one of the most common rock types in the commonly from petroleum, which is a finite material, LAMINATE PROPERTIES the atmosphere and contributes to global warming world, which is formed when lava is cooled quickly and produces a lot of carbon dioxide when it is created Tensile Elastic (Naturskyddsföreningen, n.d.). There is a risk that the Density strength Specific modulus Specific Cost (Asadi, et al., 2017). Basalt fiber is seen as a material (Kousaalya, Iyer, & Pilla, 2019). There have been Material (g/cm3) (MPa) strength (GPa) elastic (kg-1) non-renewable resources run out and will not be available of the future, by coming from a pretty much unlimited attempts to create bio-based epoxy resin with mixed E-Glass 2 .55 3400 1333 73 29 ~$2 for future generations (Naturskyddsföreningen, n.d.). green resource combined with its physical properties results (Kousaalya, Iyer, & Pilla, 2019). Bio-based epoxy Hemp fiber 1 .47 690 470 70 48 ~$0 .5 In the end, it is the designer’s responsibility to (Jamshaid & Mishra, 2016). Compared to other resin is not made of only bio-based raw materials and Kenaf fiber 1 .4 930 664 53 38 ~$0 .5 choose materials with the least environmental impact synthetic fibers, including glass and carbon, it is more has mostly petroleum as a base (Kousaalya et al., 2019). possible. That is why it is important that the designer Ramie fiber 1 .55 400-938 258-605 61 .4-128 40-83 ~$0 .5 sustainable (Jamshaid & Mishra, 2016). Fiberglass Kousaalya et al. (2019) claim that further research into knows the benefits and drawbacks of each material in Basalt 2 .7 4800 1777 89 33 could be substituted directly to basalt fiber in terms of bio-based epoxy needs to be done in order to make each stage of the product’s life cycle (Ljungberg, 2007). the production method used (Asadi, et al., 2017). The sure that it is more environmentally friendly than Because there exist so many variables when choosing end result could be both lighter and more cost-efficient petroleum-based epoxy. the right material, it proved crucial in the project to The current laminates used in Norse’s skis are fiberglass, than using fiberglass (Asadi, et al., 2017). However, A company, called Conorra, has created an epoxy know how to weigh each factor respectively. or more specifically, E-glass. E-glass is a synthetic fiber basalt still requires a lot of energy to be melted and system, called Recyclamine, that is created to be and is the most common fiberglass type and boasts eventually formed to fibers. recyclable (http://connoracomposites.com/). Connora a relatively low price compared to most other fibers Another laminate used in Norse’s current skis is 3.3.2 Core claims that using their epoxy system enables full (Bunsell, 2015). E-glass has good physical properties in Titanal. Titanal is an aluminium alloy produced by a The core of Norse’s current skis is made of laminated recyclability, which would mean that each material of terms of tensile strength and elastic modulus (Cameron company called AMAG. The alloy has a coating that strips of hardwood and determines a lot of the the skis could be separated from each other. A problem & Rapp, 2001). However, manufacturing fiberglass enables the material to bond with the epoxy. According longitudinal stiffness and strength. Today the core with Conorra’s epoxy solution is that the product that demands a lot of energy, most often fueled by natural to AMAG (n.d.), they offer materials, like Titanal, that consists of poplar, ash, and balsa wood. The poplar has Recyclamine in it has to be transported to Conorra’s gas (U.S. Energy Information Administration, 2013). are made with 75 to 90 percent recycled raw material. provides flexural stiffness to the ski (personal lab in Barcelona to be recycled. Fiberglass is a non-renewable material and therefore communication, Patrik Sannes, 2020). Poplar is a Lately, there has been a lot of development within not sustainable. 3.3.5 Sidewalls fast-growing wood that can be found in Europe bio-based epoxy resin. Companies like R*concept An emerging category of fibers is natural fibers. (Tree Center, 2014). The ash gives the ski its pop, and Entropy Resin are both advertising their According to Joshi, Drzal, Mohanty, & Arora (2004) The sidewalls serve many purposes to the ski and two which results in a playful and energetic ski (personal environmentally friendly epoxy resin (R*Concept, n.d.; natural fibers are better for the environment compared to of the most important ones are waterproofing the core communication, Patrik Sannes, 2020). The ash also Entropy Resins, 2020). R*concept (n.d.) claims that fiberglass because of four reasons; lower environmental and making it durable for impacts (Armada, 2016).

24 25 The sidewalls, together with the top sheet and base, 3.3.6 Edge tree Hevea Brasiliensis that grows in Asia and Africa does not contain any toxic chemicals and is completely encapsulate the core and fully protect it from damage. (Rainforest Alliance, 2012). Natural rubber is both biodegradable. The edge is what makes the ski grip on to the snow The material that is used for the sidewalls today is ABS. renewable and biodegradable making it sustainable in when making a turn. The edge needs to be maintained ABS is a thermoplastic which means that recycled ABS that manner (Fainleib, Pires, Lucas, & Soares, 2013). for maximum performance, and that is done by 3.3.9 Top Sheet can be used in the sidewalls (PlasticsEurope, n.d.). When rubber is vulcanized it becomes more rigid and sharpening them. It also has to be resistant to impacts The top sheet is the first thing users see before Since ABS is a polymer it comes from crude oil and durable but impossible to recycle and therefore it is not from rocks and rails and has to be able to cut through getting their hands on the skis, so it is one of the therefore it is non-renewable (PlasticsEurope, n.d.). renewable or biodegradable in this state (Ny Teknik, ice so the ski does not lose grip. This requires a hard most important material and graphics choices. When Alternative materials to ABS have been analyzed and 2000). and durable material which makes a metal very choosing material for the top sheet, a couple of are presented below. suitable. Today, practically all alpine skis have edges criteria have to be taken in mind. These are mainly An alternative to ABS is Polyurethane which is a made out of hardened steel. 3.3.8 Base toughness and looks. The choice of material for the top thermoset polymer (PlasticsEurope, n.d.). Polyurethane Steel is non-renewable and it requires a lot of The ski base combined with the wax is essentially sheet determines how the graphics could be printed is a plastic that has many rubber-like properties and energy to be produced and from that perspective, it what determines the skis sliding properties. The base (Junksupply.com, n.d.). because of that it never fails under stress (Absolute- is not sustainable (Johnson, Reck, & Graedel, 2008). of nearly all skis on the market is made from some Norse uses a polyamide, PA, top sheet in their snow, n.d.). The skis can bend however much without the Looking from the other perspective, steel has a long kind of ultra high molecular weight polyethylene or current skis. According to Naturskyddsföreningen sidewalls breaking (Absolute-snow, n.d.). Polyurethane lifespan and is a durable material that is fully recyclable UHMWPE for short. It is a plastic that is completely (2019) is PA a safe plastic as long as no additional is tougher, more malleable and more durable than (Baddoo, 2013). Steel can be indefinitely recycled and recyclable but unfortunately is not decomposable substances are added. To print the graphics on PA, a ABS and it is also more energy absorbent which still maintain the same high quality (Baddoo, 2013). (Naturskyddsföreningen, 2019). UHMWPE has method called sublimation is used. PA could not be allows the ski to dampen vibrations better (Absolute- By using recycled steel, 67 percent less energy would good properties, including low friction, low cost used for direct digital prints, which is according to snow, n.d.; Maiden Skis, 2018). Another benefit with be used and the carbon emission would decrease by amongst others (Jin & Chu, 2019). Polyethylene Niche Snowboards (n.d.) the most sustainable way to polyurethane is that it can be harder or softer, which 70 percent (Johnson et al., 2016). The most sustainable is a plastic that could be used in a variety of ways print graphics on top sheets. According to Junksupply. gives the possibility to choose the preferred amount choice regarding edge material would be to use recycled (Naturskyddsföreningen, 2019). com (n.d.), the best plastic to use for direct digital of dampening (Maiden Skis, 2018). On the downside, steel. Also, steel is an alloy of carbon and iron and There exists polyethylene created from renewable printing is ABS. However, ABS is UV sensitive which polyurethane is non-renewable and therefore not therefore it will not be toxic to nature if it is scraped resources called Bio-PE (Bezerra et al., 2019). According means that it will lose its original color over time as it better than ABS from a sustainable perspective which off the ski. to Bezerra et al. (2019), Bio-PE is produced from is exposed to sunlight. ISOSPORT (n.d.) offers a PA top is preferred in this case. Steel does not glide well on snow and to improve the ethanol from sugar canes. It is not biodegradable but sheet that is compatible with direct digital printing. On In the ski industry, polymers are the most common performance of the ski the edge can be made thinner by using ethanol from sugar canes it could be carbon the other hand, Technoform (n.d.) claims that a bio- material used for sidewalls. Thus, there are many (Wagner Custom Skis, n.d.). On the other side, a thinner dioxide neutral (Bezerra et al., 2019). A big problem based PA has lower environmental impact and is fully examples of when wood has been used as the material edge will make the ski less durable from impacts which with Bio-PE is that there currently does not exist a recyclable. for the sidewalls with great results. Since wood comes leads to a shorter life span of the ski. What should be UHMWPE version. UHMWPE has compared to other from a renewable source it is more sustainable. If taken in regard when it comes to the friction of the steel polyethylenes better physical properties which, apart the decision is taken to switch to a sidewall made edge against snow is that steel with a rough surface has from better performance, results in higher durability. 3.4 Sandwich construction out of wood, the wooden sidewall could be a part of lower friction than a smooth surface, due to less contact Norse’s current skis are delivered with a nano ski When building a ski, the materials are put in layers and the core and have an effect on its characteristics. An area with the snow (Rohm et al., 2015). This effect was wax impregnation which could be the best possible glued together with resin. The construction reminds environmental benefit with wooden sidewalls is that particularly strong close to zero degrees celsius (Rohm wax solution, in terms of the environmental impact. A of a sandwich and it has certain characteristics due to no microplastics will get scraped off from impacts or et al., 2015). nano ski wax impregnation is a permanent wax, which that. In order to understand what the ski design will do when sharpening the edges, which happens with an means that the user does not have to wax the skis (DPS, to the ski, knowledge in this area is important. ABS sidewall. n.d.). According to DPS (n.d.), their nano wax both Sandwich constructions consist of three layers; two A way to protect wood from moisture, rot 3.3.7 Rubber strengthens the base and makes it faster. DPS (n.d.) skins and a core in the middle (Vasiliev & Morozov, and microorganisms is to impregnate the wood The rubber in the skis has two important functions. The claim that the nano wax only needs to be applied once 2018). It is used due to it being extremely lightweight (Kemikalieinspektionen, 2020). Impregnated wood is first is that it creates a bonding layer between the edge during the skis’ lifetime. As conventional wax scrapes but it has high stiffness (Campbell, 2004). The concept bad for the environment as it releases toxic chemicals and the bottom layer of laminates which otherwise do during usage of the skis and ends up in nature and it is that the skis are carrying the tension and compression in nature (Kemikalieinspektionen, 2020). However, not bond well (Armanda, 2016). The second is that the has to be reapplied regularly. Nano wax does not need while the core is carrying the shear loads (Campbell, there are ways to impregnate wood in a sustainable way. rubber works as a dampening of the vibration that is to be reapplied as it fully penetrates the ski base (DPS 2004). The great thing with sandwich constructions is Accoya is wood that has been treated with acetylation, transmitted from the edge to the skier’s foot (Armanda, (n.d.). When the nano waxed skis eventually get more that the stiffness can be increased a lot but at the same which makes it resistant to rot (Accoya, 2020). By 2016). Natural vulcanized rubber foil with a thickness friction they have to be grinded in order to glide as time keeping the weight down low. Taking a honeycomb using this method on wood, like European Beech or of 0.2 millimeters is most commonly used and that well as before, this is preferably done in a professional core for example; by doubling the thickness of the core, European Ash, a hard and water-resistant sidewall can is what is used in Norse’s skis today. Natural rubber stone grinder (personal communication, Patrik Sannes, the stiffness will increase by seven times but the weight be obtained. is a plant-based resource that is extracted from the 2020). According to DPS (n.d.) and EasyWaxxx (n.d.) it gain will only be three percent (Campbell, 2004).

26 27 Honeycomb cores have higher performance than wood and foam cores but are more expensive. They are also 4 Method more complicated to work with (Campbell, 2004). In alpine skis the wood works as the core and the Creativity is often associated with design since usual fiberglass or carbon fiber as the skin. These are design is about thinking differently and in new ways bonded together with resin. The knowledge of sandwich (Wikberg et al., 2015). To reach an innovative final constructions is essential when designing skis and has result there is a need for a creative design process . high influence on the dimensions and materials in the Creative methods can help reach that innovative core. final result because they are developed to help the designer think outside the box and create something new (Wikberg et al ., 2015) . This chapter starts by presenting the process and project planning . It is followed by a description of the methods used in this project and an explanation of how they were used . The result and relevance of each method are discussed .

Figure 17: (To the right) Ideation of colors.

28 29 4.1 Process of ideas on how to solve the problem found in the inspiration phase, the Ideation phase should result in MM During this project, design thinking will be used. The a clear concept that could be further developed in the definition of design thinking could be widely different implementation phase. from person to person (Brown, 2008; Liedtka 2015; Lockwood, 2009). Brown (2008) claims that the design Implementation - The last phase in a design thinking thinking process is an iterative process that, instead of process is always implementation. This phase focuses a step-by-step process, is not pre-defined with what on wrapping up the project and further developing the rect rect l and when methods need to be used. Brown (2008) concept chosen in the ideation phase. strt l reset ess resett ess argues that design thinking is a discipline that is based on the designer’s way of integrating user needs into Figure 19: An illustration of the project’s timeline. innovation. On the other hand, Liedtka (2015) states that it is a thought process. A name for designers’ way 4.3 Inspiration The databases used to find peer-reviewed of working, a framework for how to work or a way of articles were Google Scholar and Luleå University of thinking, are all definitions of design thinking that are To design a product that will be successful and Technology Library search field, which itself includes correct in their own ways. Design thinking is a way of satisfying for the users, the first step is to examine and more than 30 different databases. The search words working and thinking about problems and solutions understand the users and the context of the product used can be found under the keywords on the abstract in a user-orientated fashion as stated by both Brown (Wikberg Nilsson et al., 2015). The following text page. The books used were found at Luleå University of (2008) and Lockwood (2009). describes the methods used to research the context, Technology Library and Chalmers Library. Because of outer circumstances, the project could collect the theory, and understand the user. By conducting a literature review the decisions and change over a short period of time. That is why a Inspiration results could be based upon scientific research which generic design thinking process was chosen as the main 4.3.1 Information gathering made them more valid. The theory gathered ensured approach to this project. A generic process enables Ideation both the development of the product and to reach An information gathering was conducted in order the project team with experience within the design the aims of the project and answering the research Implementation to learn as much as possible about skis and skiing. thinking process to change the process accordingly. questions. The literature review also contributed to the Figure 18: An illustration of IDEO’s human-centered design process. Information gathering is an important step in the IDEO’s design thinking process encourages iteration use of reliable methods throughout the whole design product design process. It aims to gather information which enables the project team to take a step back process. when needed without feeling stressed out (IDEO, 4.2 Project planning to understand the problem and product but also to 2015). IDEO (2015) explains that their design thinking analyze the current state (Bursic & Atman, 1998). The 4.3.3 Survey process, called human-centered design, includes three Conducting a project of this scale requires planning. sources used to find relevant knowledges were the search engine Google and the video-sharing platform phases, inspiration, ideation, and implementation. Abraham (2014) states that planning is what stitches As this is a user-centered project it is crucial that Youtube. The information gathering was highly All phases include diverging, create choices, and together the current position to the wanted position of the users are understood and represented correctly relevant for this project because it contributed to expert converging, make choices. the project. The author also states that creating a project through the course of the project. There exist a lot of knowledge about skis and skiing. This knowledge was The project will be iterative, which means that it will plan provides a basis for conducting and organizing methods to understand users and one way of finding used in the development of the skis and to prohibit not necessarily go in a straight line from the first idea work and time management within the project. out what users want and need is by conducting a survey unnecessary obstacles which made the whole project to implementation. Brown (2008) states that iteration Planning is important as it guides the implementation (Ejlertsson, 2014). more efficient and get the best possible result. is an essential tool in the design thinking process that of the project, motivates project participants through A survey can be done in different variations but one results in better solutions. knowing what to do, identifies issues that need to be of the most common ones today is a web-based survey. IDEO (2015) describes the three phases that a addressed, and helps to think ahead and plan for the 4.3.2 Literature review Ejlertsson (2014) describes that in order to get as future (Abraham, 2014). According to Lewis (2011), human-centered design process will go through as The literature review was conducted in order to find the many valid answers as possible it is important to think project failure, in some shape, is imminent if the follows: relevant theory for the project. A literature review is a through and plan the survey accordingly. Ejlertsson project plan is not done accordingly. useful method in the early stages of a design process. describes that to get many survey participants, the first In this project, a timeline was created based on the Inspiration - The keyword for the inspiration phase is It helps the design team to deepen their knowledge focus should be to motivate them. Ejlertsson also states design thinking process, see figure 19. The timeline to understand. The goal is to understand the problem within the specific area (Milton & Rodgers, 2011). A that motivating users to answer a survey is divided into created was intended to be versatile as it was impossible from the users’ point of view and understand their literature review is a way to gather reliable information internal and external motivation. Internal motivation to say exactly how each phase would be conducted and needs. from books and published material which acts as is reflected in how interested the user is on the survey’s how much time it required. a support and increases credibility when making subject and therefore his or her willingness to answer Ideation - This phase could also be called the solution- decisions (Milton & Rodgers, 2013). (Ejlertsson, 2014). External motivation is created finding phase. By doing methods that generate a lot through outer means, like rewarding each participant

30 31 (Ejlertsson, 2014). an answer, see figure 20. The first one was a tip and tail By following Ejlertsson’s guidelines a survey was survey. The second Instagram survey covered the full created. The web-based survey focused on internal shape, the best tips and tails combined. The third and motivation, as the interest in skiing is very high and fourth were made to know which color and graphics does not need any external motivation. To keep the most people liked. The last one was made to evaluate possibility of conducting more surveys with the same the final design. quality in answers later in the project, a survey based Using Instagram as a survey tool provided a fast and on internal motivation is better. The survey was sent to easy way to get the users’ feedback during the whole a variety of ski forums to get feedback from the more project. One drawback with using Instagram was that experienced and interested users. The survey got 340 it was easy to accidentally, as a participant, press the unique answers with almost all participants stating that wrong answer as it was impossible to change the answer they were advanced skiers. To understand the users, after answering. questions regarding how and where they ski today was asked. Questions about their goals of skiing and how 4.3.4 Persona their dream skis would look were asked as well. The A persona was created to represent and understand survey result gave a clear picture of what kind of skis the target group of the project. Personas are made up, the user wants. fictional characters that are based on the findings in Later on in the project, another survey was the contextual research (Wikberg Nilsson et al., 2015). conducted to get feedback on which graphics users They represent the targeted users of the product that is liked the most. In a similar manner to the first survey, it to be designed or redesigned and help the designers to was based on internal motivation rather than external. understand the user needs, behaviors, and experiences The graphics survey got 61 unique answers, which (Wikberg Nilsson et al., 2015). Persona is a helpful proved useful when choosing the final design. method to use to achieve a good user experience for the target groups (IDF, 2020). 4.3.3.1 Instagram As this project aims to be socially sustainable, rather To comply with the consequences of the Covid-19 than focusing on which gender, occupation, or location pandemic, which began during this project, an the persona has, the focus is on the enthusiastic skier. Instagram-account was created with the intention From the survey, information about the target group’s of getting feedback in a fast manner from interested experiences, behaviors, and goals with skiing could be users without meeting them in person. Instagram is found and applied to the persona. Because the survey one of the most popular social networking services had a similar amount of men compared to women in the world (Instagram, 2020). Like the surveys participating, all answers were taken into mind while mentioned in chapter 4.3.3, the Instagram surveys had creating the persona. Throughout the development of an internal motivation as the people that wanted to the medium-wide skis, the persona was used to generate give feedback were the people interested in skiing and ideas and evaluate if the solutions met the user needs. this project. To make sure that the repliers represented the target group, an email was sent out with a link to 4.3.5 Mood board the Instagram page to the ones that answered the first survey. One drawback of an Instagram survey is that To make sure the effort to generate ideas was not the repliers are quite anonymous but from the profile made in vain, a couple of mood boards were created. pictures and the names used on Instagram, we could Mood boards could be used to create an overall theme guess what gender and age they were to make sure of a certain aspect of the project (Gray, Brown, & there was a fair representation of the target group. Macanufo, 2010). This is done so all participants of There were a total of five Instagram surveys the project could have the same frame of reference conducted throughout the project, divided into two throughout a method or the whole project (Gray, et different kinds. The first kind of Instagram let the al., 2010). According to Endrissat, Islam, & Noppeney survey participants rate how good each item was, while (2016), mood boards will both help the project team to the second kind only had either yes or no as options of make it easier to create more idea, better suit the needs,

Figure 20: Screenshots from each Instagram survey.

32 33 and narrow the spread of ideas. Mood boards could sustainable to their customers was gathered. it is good to vary brainstorming methods from session act as the bridge between creative people and creative Defining what is to be benchmarked to session. work and make it easier to coordinate (DeFillippi, According to Wikberg Nilsson et. al. (2015), a Gather information Grabher, & Jones, 2007). Gray, et al. (2010) describes 4.4 Ideation brainstorming session is started by deciding a theme a mood board as a poster with both visual and written The ideation phase is where the knowledge gained which is followed by the method participants writing Analyze artifacts that convey the feel of a certain aspect of the from the inspiration phase gets used to generate a lot or drawing their ideas on post-its. When the time is of ideas and solutions to the user needs found (IDEO, project, e.g. a persona. The poster could consist of Identify improvements up for coming up with more ideas, the participants get photos, color alternatives, quotes, or anything related 2015). This phase resulted in three final concepts that instructed to put their ideas on a wall and say what they to the project (Gray, et al., 2010). The mood boards in Make improvements were carried on into the implementation phase. The like and what they wish from each idea. this project acted as both guidance to stay on course, to methods used in the ideation phase are described To create a big amount of ideas and solutions create relevant ideas, and as inspiration throughout the below. from the information gathered in the inspiration Figure 21: An illustration of the benchmarking process. whole ideation phase. phase, different variations of brainstorming have been In this project, two mood boards were created based conducted. Each time a brainstorming session was 4.3.6.1 Physical properties 4.4.1 Word Association on the persona, highlighting what the persona would conducted, the goal was always to get as many ideas An external benchmark on six pairs of skis, that In this project, word association was used to find other buy and where the persona would use the skis. This was as possible. There is a version of brainstorming called Norse saw as the biggest potential competitors, that words associated with the specific word frequently done to make sure that the skis created in this project Braindrawing where the participants only draw ideas. all have a waist measurement of around 90 mm, were used in the project, Sustainability, Nature, Skiing, were something the users would actually want and use. benchmarked in order to study the ski characteristics Norse. The goal was to broaden the view and find To visualize and give inspiration on how a gender- of each ski. The skis that were benchmarked are Black different perspectives on how each keyword was neutral product looks, two mood boards showing good Crow Camox, Head Kore 93, Line Supernatural 93, interpreted. This would also act as a way to make sure and bad examples were created as well. Extrem Fusion 95, Nordica Enforcer 93, and Faction that both team members were on the same page on Agent 2.0, see appendix A. Using the internet, the same what each word meant. The method is used to produce 4.3.6 Benchmarking information from all six skis was gathered. words associated with the original word (Definitions, The benchmarking was conducted to see what is out on The internal benchmarking of the skis was made on n.d.). Word Association can be conducted in a variety the market today and identify what holes there are that Norse’s current skis. This was done by analyzing their of ways but one of the most efficient ways is to name a could be filled with new products. Another purpose website, studying the physical ski, and testing them word and then let the method participants write words was to gather inspiration for the ideation phase. In this through skiing on them. During the test of the skis, associated with that word. project, a couple of benchmarks were conducted, they different models, lengths, and binding positions were The method resulted in many associated words that are divided into two categories; physical properties and tested to understand how and why each pair of skis broadened the view of each participant when going sustainability. performed in the way they did. forward in the project. Dot voting was used to pin The purpose of benchmarking is to identify parts out the most important words to use further on in the that could be improved within the company (Canea, 4.3.6.2 Sustainability project, see figure 22. n.d.). Bi (2017) agrees and adds to the purpose By looking at skis made by Norse and its competitors, that benchmarking is to continuously compare an ecological and social benchmarking regarding performance with the best companies in the same sustainability was conducted. The goal was to 4.4.2 Brainstorming industry to identify what could be improved to increase Figure 22: Word association. The best words are in the top right corner. understand if the companies prioritized sustainability Brainstorming was created as early as the 1940s by the performance. Benchmarking can be divided into and to what extent. This was conducted by searching Alex F. Osborn and has been a tool for idea generation, four different categories; internal, external, functional, 4.4.2.1 Braindrawing the companies webpages and looking at how they in all business areas, ever since. Wikberg Nilsson et. and generic (Canea, n.d.). Internal benchmarking market themselves on their Instagram profiles. The al. (2015) describe that one brainstorming session Braindrawing has been used a couple of times focuses on learning from the company itself while gathered information was compiled into two matrices compared to another could vary but it is important during this project, namely when generating ideas for external benchmarking focuses on learning from to understand how Norse Skis compared to the other to follow four guidelines, do not criticize, aim for tip and tail shape, and graphics. To get a better view of other companies. Functional benchmarking focuses companies and what holes could be filled on the crazy ideas, combine ideas, and aim for quantity. how different tips and tails would look on a pair of skis, on learning from non-competitive companies in the market. To successfully conduct any kind of brainstorm it is a couple of A4 papers with ski shapes were printed, see same industry while generic benchmarking focuses A generic benchmarking on companies with a important to follow the rules (Wikberg Nilsson et. al., figure 23. This Braindrawing session was conducted by on learning from companies in other industries. Both sustainable profile was also conducted. The companies 2015; Byron, 2012). having the participants draw tips and tails based on the Bi (2007) and Canea (n.d.) agree that a successful looked at were Houdini, Ikea, Patagonia, Vaude, SJ, Byron (2012) gives recommendations on how to words found in the word association method. benchmark is divided into five steps, see figure 21. and Svenska Skogen because they all had a distinct conduct brainstorms as efficiently as possible by having To create as many variations of graphics for the sustainability profile. Using the internet, information an experienced facilitator. Byron (2012) also states that skis, there were some different themes and tools used about how the companies convey that they are in each session, see figure 24, e.g. in one session water

34 35 brushes were used with the word sustainability. Other 4.4.3 Creative Workshop tools were markers, computers, and pens. In order to produce as many different variations Both the tip- and tail-session and the graphics of tips and tails, colors, and graphics, a couple of sessions contributed to a pool of ideas in each area. workshops were conducted. The goal was, apart from These ideas were developed further on in the project. creating many ideas, to give a wide spread of ideas to the project's concepts. A workshop has been defined differently throughout history (Brooks-Harris & Stock- Ward, 1999). It could be described as a learning tool; “a workshop is a short-term learning experience that encourages active, experiential learning and uses a variety of learning activities to meet the needs of diverse learners.” (Brooks-Harris & Stock-Ward, 1999, p. 6). However, Sork (1984) and Wikberg Nilsson (2012) define a workshop as a problem-solving method conducted in a group. Westerlund (2009) describes that a workshop is used to solve problems using the group’s individuals’ competences. A typical creative workshop consists of the workshop’s goal and a couple of creative methods to reach that goal. Two different workshop structures were used in the project; structured and semi-structured. The structured workshop was planned with a set schedule for each method, see figure 25. The semi-structured workshop Figure 25: A picture of one of the workshops. was also planned beforehand but with an open schedule in terms of which method was going to be used and could be changed throughout the workshop’s duration.

Figure 23: A picture of the ski templates. Because of the Covid-19 pandemic occurring during this project, it was not sensible to host a workshop with people outside the project team and it was decided that only the two members of the project team would participate in the workshops. Unfortunately, this resulted in both fewer ideas and more importantly less spread of ideas compared to using more people. The workshops did, however, result in a great number of ideas, see figure 26.

4.4.4 Mock-up To test how different tips and tails felt, a mock-up was created. A mock-up can be defined as a functional model, or prototype, in the intended size of the future product built to test a function (Wikberg Nilsson et al., 2015). It is a tool that could be used early on in a project to evaluate certain aspects (Wikberg Nilsson et al., 2015). Ulrich & Eppinger (2012) describe a prototype as being either physical or analytical. A physical prototype represents the product via a tangible artifact, Figure 26: A picture of all ski color ideas. while an analytical prototype is intangible (Ulrich &

Figure 24: A picture of some tools and graphics painted.

36 37 Eppinger, 2012). Another aspect to take in mind is if 4.4.5 vALUe 4.4.6 Dot voting 4.5 Implementation the prototype, or mock-up, should be comprehensive To evaluate a large number of ideas in an efficient By using Dot voting, the goal was to take the best ideas or focused. A comprehensive prototype tests as many In the implementation phase, the final ideas were manner, a method called vALUe could be used into further consideration in a fast manner. Dot voting aspects of the intended product as possible while brought to life through digital visualisations. The (van Boeijen et al., 2017). According to van Boeijen is an easy way to converge and choose which generated a focused one only one or, at the most, a couple of methods used in the implementation phase are et al. (2017), vALUe is an acronym for advantage, ideas to go forth with (Gray et al., 2010). Gray et al. aspects (Ulrich & Eppinger, 2012). described below. limitations, and unique elements. Van Boeijen et al. (2010) describe it is a great tool when the amount The mock-up created was physical and focused. By describes that the method uses each of its acronyms as of ideas is large. According to Gray et al. (2010) Dot dividing the skis into six different sections, they could 4.5.1 Digital prototyping categories to rank each idea accordingly. Van Boeijen voting is conducted by having every member get the be printed in a one to one scale using six pieces of et al. states that using the same categories to rank each same amount of dots which are then placed on the To visualize the final design, the CAD-software A4-sized paper, see figure 23. There were mainly two idea makes it easier to compare and select the best ideas that that person likes the most. The ideas with the program Autodesk Fusion 360 and the 3D computer reasons a mock-up was created this way. One of those ideas. Van Boeijen et al. claims that vALUe is a method most dots are the winners. graphics software program Blender were used. These reasons was that it enabled switching tips and tails best used early on in a project to select and narrow A couple of times during the project, many ideas programs create technical representations of designs easily by changing those papers respectively. The other down the number of ideas from a large pool of ideas. had been generated and they needed to decrease in their which can be used to explore ideas and visualize reason was by putting the mock-up on a pair of Norse’s There were many cases during the ideation phase amount. The Dot voting was conducted by showing all concepts (Autodesk, n.d.). In Autodesk Fusion 360, skis to get a feeling of how the curve of the tip and tail where a couple of methods had led to a lot of ideas. ideas at the same time while everyone had ten dots each the geometric model with the correct dimensions influenced the shape and a more realistic interpretation This is where different variations of the method vALUe to use as votes, see figure 29. Each dot counted as one was created, see figure 30. Blender was used to create of each idea could be analyzed, see figure 28. were useful. It allowed a quick and thorough evaluation vote and each idea with at least one dot advanced to the photorealistic renders of the final design, see figure 31. of each idea and in turn a quick way to narrow down next selection method. The renders were used to communicate the design of ideas. To determine which tips and tails were best, this By conducting the Dot voting method, the project the skis to the users in the final evaluation. method was used. This was done by putting the ski could easily narrow down the number of ideas to a mock-up on a real pair of skis and evaluating each idea smaller, more reasonable, amount to inspect further. by switching the tip and tail. Each idea got a number on The drawback is, however, that some ideas could have how it looked and one on how unique it was compared been ignored and not given a fair chance, because they to other tips and tails, see figure 28. After all tips and needed more time to process. tails had been evaluated, their results were compared to determine which ones to keep and test on users.

Figure 30: Geometric model created in Autodesk Fusion 360.

Figure 28: A picture of the modified vALUe method. Figure 31: Photorealistic render created in Blender.

Figure 27: A picture of the mock-up. By putting the paper skis on a pair of actual skis, a more realistic view of the tips could be seen. Figure 29: A picture dot voting on ski colors.

38 39 4.6 Method discussion as every design decision was strengthened by meeting understanding of how the shape and colors were affected the needs of the persona. The mood boards were also by the curvature and size of the skis. Unfortunately, it In this chapter, the methods used throughout the helpful as they, through visual aids, gave an easier was not possible to make other physical prototypes of project are discussed. This is done to assure that the understanding of what type of products the users want. the ski in this project. The project team believed that right methods have been used to secure the reliability The mood boards of gender-neutral design put the it would have been ideal to use prototypes throughout and credibility of the project. A reflection of what theory of norm-creative design in practice and served the whole design process to get feedback from the users could have been done differently is also held to identify as a guiding light when generating ideas with a focus on and to have an understanding of what the design would improvements in the design process. being gender-neutral. look like, feel and perform like a finished product. The chosen process for this project, IDEO’sHuman- By benchmarking Norse, a good understanding of The first rough selection of ideas was made within Centered Design Process was a great guide throughout the the company and the design language of their products the project team by using methods like Dot Voting and whole project. As designing for users was of such high could be obtained. This knowledge was crucial as vALUe. After that, the remaining ideas were evaluated importance for this project, it was a great choice to use the ski that was to be designed should fit into Norse’s by the users through Instagram and web surveys and a user-centered design process. Since IDEO’s Human- product catalog. It was also helpful to benchmark after that, the ideas to take forward in the project were Centered Design Process is quite general and easily can competitive skis from other companies as it widened chosen. The project team believes that this was the best be customized, it requires experienced designers in the perspective. To gain even better knowledge in skis way to do it because it let the users be a part of every big order to use it efficiently which the project team both and how they perform in order to design the best ski design decision. This made sure that the process always could handle and be challenged by. The methods used possible, it would have been valuable to try out other stayed user-centered to reach a final result that met the in this project are all well-known methods that were skis than only Norse’s. users’ needs. customized for the needs of this project. In the ideation phase of the project, many methods In the implementation phase, the final design was In the inspiration phase of the project, a lot of were used to generate ideas. The phase started off with visualized in order to be communicated in a good way. time was spent on understanding the product. This Word Association. Word Association is a fast method This was done through the use of CAD and CAID information was gathered through the use of the but really valuable, especially if there is more than one software programs. There was a lot of time spent on internet. There was a lot of knowledge to be found person conducting a project. The method provided this part of the process which resulted in a very realistic which made this a great way of learning a lot at a fast inspiration and helped the project team to understand and communicative representation of the final design. pace. Literature studies were also conducted to find certain areas of the project better. It also made sure In order to showcase the design, it is important to show theory that was relevant for this project. Parts of the both team members were on the same track heading the viewer, and perhaps the potential customer, what theory chapter were added later on into the project, as the same way. the final design will look like. they were found to be of importance, which worked The use of various versions of the method The final design was evaluated through an Instagram well. brainstorming was an essential part of the ideation survey. It was a great way to communicate our design A lot of time was also put on understanding the phase. This was where all the ideas were generated to the users and get their feedback on if the result was users. This was done through web and Instagram which later on lead to the final design. The project successful or not, and also on what could be improved. surveys. Both these methods were very successful as team was very experienced in using this method which As the repliers can not be anonymous on Instagram many people with different backgrounds replied in a can be translated to that they used it in the right way and that some of them are our friends, it might have short period of time. By conducting Instagram surveys to get the most out of it. However, there was a lack of affected the result. Some of them might have said that and asking for the users’ opinions regarding each big ideas that were outside the box which could have been they would like to buy the ski that we designed, even design decision, there was a strong argumentation obtained by the use of more challenging methods to if they would not, just to not hurt our feelings. This behind each choice. What can be seen as a source of widen the perspective. should be taken into regard when analyzing the result error is that, in the Instagram surveys, the whole target The creative workshops helped to set the mood for from the survey. group might not have been represented which could creative thinking and led to many ideas being generated have affected the results. within a short period of time. Some workshops were By visualizing the target group through a persona, lacking in the structure which possibly led to that both the user became clearer. The persona was based on the quantity and the quality of ideas decreased. Due to more than 300 answers which made it very reliable. At the Covid-19 pandemic, it was not possible to invite the beginning of the project, three personas of different users to take part in the creative workshops. The project ages and genders were created. But since the goal was team believes that this would really have widened the to create a ski for every passionate skier, the three range of ideas and have had a positive effect on the final personas were combined into one persona that held result. everyone’s needs without a focus on a specific gender or The only physical type of prototype that was used in age. The use of a persona was beneficial for the project the design process was mock-ups. This helped with the

40 41 5 Results

This chapter presents the outcomes from the methods described in the previous chapter and is divided into the three phases inspiration, ideation, and implementation .

(RESULTS PICTURE)

Figure 32: (To the right) Ideation of graphics.

42 43 5.1 Inspiration could be avoided as much as possible. People are willing they would buy a pair of 90 mm wide skis***. This those people that never think that the number of skiing to pay about 6000 SEK for the skis. It is important was calculated by assuming that the same amount of days assembled during the season is enough, regardless The results from the inspiration phase, which covers to keep this in mind when choosing materials and percentage that said yes, when comparing only the yes of how many it became. Like many other skiers, Alex the contextual research, is presented here. In the suggested prices. and no answers, also said yes where the question was chose what skiing gear to buy carefully and puts the following chapter, the results from the survey, the left unanswered. This confirms that there is an interest phrase “quality over quantity” to good use when persona and mood boards can be found. Parts of the in buying a medium-wide ski. defending buying expensive gear. result can also be found in chapter 2, which holds the What could be seen in the survey was also that Alex is the user and target group of this project. WANTED CHARACTERISTICS contextual research. some people thought that a 90 mm wide ski was neither The persona was used in all steps of the development Priority 1: Works in all conditions an on-piste ski nor an off-piste ski. They mentioned of the ski. When generating ideas, for instance when 5.1.1 User survey Priority 2: Stable, playful, floats well in powder that they would not buy such a ski because they do not making the graphics for the ski, the perspective of the Priority 3: Good for ski touring think it is optimal anywhere. But taking in regard that persona was taken to make sure that the ideas fulfilled In this subchapter, the results from the user survey are Priority 4: Compatible for ski touring, lightweight, almost every ski brand today has medium-wide skis the user needs. This was also done every time there was presented. The results from the survey are based on and that up to 78 percent of the people that replied said a decision to be taken on what ideas and concepts to go the people that answered yes or left a blank answer* to easy to maneuver that it was likely that they would buy such a ski, the forward with. One of the most important aspects of the the question if it is likely that they would buy a pair conclusion is that there is a need for a medium-wide ski persona was its wanted ski characteristics, see figure 35 of 90 mm wide skis. This is because the results from UNWANTED CHARACTERISTICS in Norse’s product catalogue. The wanted ski characteristics of the persona were used the survey should be based on the answers from the Too heavy, too soft, flapping at high speeds, too In figure 34 a summary of the conclusions made when designing the ski shape and intentions of the skis. people that are possible buyers of a medium wide ski. stiff, too much rocker on what ski this master thesis project aims to design The number of repliers was then 289 and 55 percent is found. of these were women. The following paragraphs are PRICE 5.1.3 Mood boards based on the results of the survey and can be found in People are willing to pay 6000 SEK Two mood boards were created based on the persona. appendix C. The first mood board, see figure 36, presents what What could be seen in the results are that people Figure 33: Results from the survey of wanted characteristics, unwanted SUMMARY OF WHAT SKIS TO DESIGN type of sportswear the persona would buy. What ski mostly on-piste but have a vision of and want to ski characteristics and price. could be found here is that the persona uses modern • Outstanding performance on-piste more off-piste. 77 percent of the repliers ski at least or high-quality gear in dull colors. It is important for the • Great performance off-piste more than half of the time on-piste but 61 percent of The result showed that about 50 percent of the persona to feel comfortable and confident in the gears. the repliers want to ski more off-piste than on-piste. repliers tour at least once every season. This means • The looks of an off-piste ski The second mood board, see figure 37, presents the There is a need for a ski with its main focus on high- that there is a confirmed interest in touring and that • Chararacteristics like work in all contexts where the persona would use the skis. What performance on-piste, where the skier actually skis. the ski should give the skier the possibility to tour in a conditions, playful, stable, floats well in could be found was that the skis are used at ski resorts, However, it is really important that the skis’ design and satisfying way. This could be translated to a ski where powder, lightweight, easy to maneuver both on-piste and off-piste. The skis are also used for expression are more like an off-piste ski than a piste ski. touring bindings could easily be mounted on, are • Maximum price of 6000 SEK ski touring. The ski should fulfill the skier’s vision of being an off- lightweight when going upward, and perform well off- • Compatible for ski touring To widen the understanding of what gender-neutral piste skier. Since people also want to ski off-piste it is piste when going downwards. What is interesting to design is, two mood boards showing good and bad also important that the ski performs well off-piste. keep in mind is that out of everybody that buys tour examples were created, see appendix D and E. In the Over 50 percent thought that the most important binding only ten percent buy skins (Patrik Sannes, Figure 34: A summary of the conclusions made of what skis to design. good examples, gender-neutral colors and shapes were characteristic of the ski is that it works in all conditions, personal communication, 2020). used. A common theme for the bad examples is the see figure 33**. This proves even further that the ski Most repliers see a 90 mm wide ski as an all-round 5.1.2 Persona specific colors pink and black used for each gender. that is to be designed has to have an all-round approach ski, leaning a little more towards an on-piste ski rather The shapes also determine if the product is for men Based on the survey results, user observation, and the and ski well all over the mountain. Playful and stable than an off-piste ski. This confirms that the way Norse or women. Some products also emphasized gender project’s goal of the three aspects of sustainability, a are two characteristics that were valued high. The other sees a 90 mm wide ski is in line with the skiers. About stereotypes. persona named Alex was created, see figure 35. Alex characteristics that are wanted, see figure 33, have to be 20 percent of the repliers see it as a ski for touring. represented the skier that would buy Norse’s medium taken in regard when designing the ski. The unwanted From the survey, it could be estimated that about wide ski. Alex got a passion for skiing and is one of characteristics also have to be taken in regard so these 78 percent of the repliers said that it is likely that

* The question; “Is it likely that you would buy a pair of 90mm skis with the characteristics you wish for?” was added after 107 replies and therefore some answers were left blank. To keep in mind is that prior to the question 19 percent of the repliers were women and out of the total of 340 repliers 72 percent were women.

** The result is based on the people that choose a maximum of three characteristics, the other answers were removed in this particular result.

*** This result is based on all the 340 answers that were received on the survey.

44 45 PERSONA MOOD BOARDS

Alex Loves everything about skiing

ABOUT GOALS WITH SKIING

Lives: More than three hours from closest skiing resort . Wants the social stimulation and to belong to a group of like- minded people . Wants to spend time outside in nature and Occupation: Mostly at an office. enjoys the sunny days a lot . Loves how fun it is to ski and the Salary: approx . 30 .000 - 40 .000 kr . adrenaline rush in higher speeds and jumps .

SKIING ANNOYANCES

8-21 days of skiing each season . Bad weather . Skis as much on-piste as off-piste . Gets really annoyed when there is a hassle . Wants to ski mostly off-piste . Skiing to intensive, the quality of each skiing moment is more Tours on ski sometimes . important than the quantity . Figure 36: Gear the persona would buy . Wears and uses up-to-date ski gear .

Skis with friends and/or family . VALUES Likes all kind of alpine skiing . Thinks it unnecessery to have a ”normal” ski and a woman ski . High quality gear . WANTED SKI CHARACTERISTICS Environmentally cautious .

(Ranked in significance)

WORKS IN ALL CONDITIONS UNWANTED SKI CHARACTERISTICS

ON-PISTE PERFORMANCE TOO HEAVY PLAYFUL TOO SOFT FLAPPING AT HIGH SPEEDS STABLE TOO STIFF FLOATS WELL IN POWDER TOO MUCH ROCKER LIGHTWEIGHT

EASY TO MANEUVER

TOURING COMPATIBLE

Figure 35: Persona illustrated .

Figure 37: Context of where the skis will be used .

46 47 5.2 Ideation have an equal length is that it is an easy way of choosing 5.2.2.1 Ideation of the two concepts regarding turn radius, taper, and length (Patrik Sannes, personal communication, 2020). The difference between the tip and tail widths are 10 rocker. In this chapter, the results of the ideation phase are With the answers from the survey, the conclusion mm on Norse’s 110 mm waist wide ski and 12 mm on presented. This chapter is divided into each specific was that most women want skis that have a length Norse’s 100 mm waist wide ski. Since the ski, that this 5.2.2.2 Selection area of development, namely; ski shape and ski profile, about 170 cm while men want skis that have a length project aims to design, is more of an on-piste ski than Since the concepts could not be tried out through tip and tail shape, full shape, color, name, graphics, and about 180 cm. From the calculations in appendix F, it the other skis in Norse’s product catalog, the difference skiing on them, deciding shape and profile was mainly lengths. Each area had its own design process with idea was found that shorter people want longer skis while in dimensions should be higher than 12 mm because based on experience and the user needs. In the decision generation and selection, presented in the following taller people want shorter skis. it is desirable that the radius of the turn is smaller of what concept to go forward with, a lot of discussion subchapters, before moving on to the next area. In By a combination of the results from the than on the other skis. The width of the tip should be with the supervisor at Norse was made. The concept that figure 38, an evolution scheme is presented that shows benchmarking, survey, and thoughts from Norse, 14 greater than the width of the tail. An example of what was chosen was concept C, with some modifications. the process of how the ideas from each area resulted in length variations, with at least four different lengths in it can look like is found in figure 40, which presents The modifications were done with inputs from Norse one final concept. each, were created, see appendix G. In discussion with the dimensions on the Norse’s ski The Enduro. This to make the ski fit the identified user needs in an even Norse, the lengths that were chosen and developed in knowledge was the foundation of the three concepts. better way. Concept C is a ski that performs great on- this project were 162 cm, 170 cm, 178 cm, and 184 cm, piste with energetic and stable turns. It also provides a EVOLTION SCHEME also presented in figure 39. These lengths made sure nice experience outside the piste, with great floatation [mm] LENGTHS that people of all lengths were included and could buy 12 (difference in dimensions) in powder and easy turn initiation. Concept A was too the skis. From an ecologically sustainable perspective, advanced for the average skier. Concept B had too big the number of different lengths was limited to four. This 126 100 114 of a difference in width between the tip and the tail to (tip width) (waist width) (tail width) was because these lengths covered the area of wanted provide a nice experience skiing on them because the SKI SHAPE TIP & TIP 26 14 SKI PROFILE SHAPE lengths and at the same time kept the number of tools (difference in dimensions) tail would get stuck in the snow when turning. for the production of the skis down low. For the chosen concept, the tip rocker was set to Figure 40: The dimensoins of Norse’s ski The Enduro. The length dimension between each length was set 400 mm and the tail rocker was set to 350 mm. This FULL SHAPE COLORS NAMES to eight centimeters. This enabled having one length in provides the best combination between floatation Before creating the concepts a couple of design the lower 160-169 cm span that fit the shortest people, in off-piste skiing and effective edge during on-piste decisions were taken. Since Norse’s skis today have a having one 170 cm ski that was the most wanted length skiing. The height of the camber was set to 3 mm, this is width of 110 mm and 100 mm, it felt natural that 90 mm among women and having one 178 cm ski that was a 50 percent increase from The Enduro and it provides GRAPHICS wide ski should be added to Norse’s product catalog. close to 180 cm, which most men wanted, but felt a poppier ski that can deliver more energy through the The skis will have both tip and tail rocker to provide shorter, which is desirable for on-piste skis. Between carving turn. The height of the tip is 60 mm which is the best lift in powder show, initiate turns more easily, the two longest lengths the length dimension was set enough to lift the ski in the powder snow and to ride are easier to maneuver, and are more playful. These 3 CONCEPTS BASE to six cm. This is because everything above 185 cm feels over ice chunks in the slope. Having a 200 mm long are all characteristics that the users value high. There too long for an on-piste ski (Patrik Sannes, personal taper in the tip and a 150 mm taper in the back gives is a camber under the bindings to provide an effective communication, 2020). the ski the characteristics of easier turns off-piste but edge so that the skis can make great carving turns on- keeps the effective edge length to provide great carving FINAL piste and feel stable. The combination of rocker and DESIGN turns on-piste. CHOSEN LENGTHS camber make the ski great in all conditions which is the highest ranked characteristics among the users. The 5.2.3 Tip and tail shape 162 - 170 - 178 -184 skis will also have taper both in the tip and the tail. This MATERIALS is because the taper makes the skis easier to skid, the The shape of the tip and the tail have little to do with skis get more riding surface under the foot, and turns how the skis perform on the mountain. The shape Figure 38: An evolution scheme of the process. Figure 39: The four lengths chosen for the medium wide ski. can be initiated and released more easily. can affect the weight of the tip and tail which could From the external benchmarking a pattern on influence the skiing, but that aspect has been put 5.2.1 Lengths 5.2.2 Ski shape and ski profile what shape and profile a medium-wide ski have could outside the scope of this master thesis. Therefore, what There are three important dimensions when it comes be found. By using this pattern in combination with determines the look of the tip and tail is based on what By looking at skis from competing brands, a pattern on to the width of the skis and those are the widest parts the shape and profile from Norse’s ski Enduro, three people think is aesthetically pleasing. The tip and the which sizes were used could be seen. Almost all skis of the tips and tails, and also the width of the waists. concepts were created, see figure 41, through the use tail is the area between the taper and the ends of the that were benchmarked had an equivalent ski made What ratio these dimensions have to each other of brainstorming. Concept A is a narrower ski with skis. Concept C of the ski shape has been used as the for women with other lengths. All these skis had equal highly influence the characteristics of the skis, so it is a bigger turn radius, more taper and more rocker. shape between the taper. length dimensions between each individual length, for important that there is a valid argumentation behind Concept B is a wider ski with a smaller turn radius, less example, six cm between each length. The reason to the choices made. taper, and less rocker. Concept C is a happy medium

48 49 CONCEPTS OF SHAPE

[mm] 5.2.3.1 Ideation two, see figure 42, and were taken to be used further A. With the use of braindrawing, 20 tips and 18 tails were on in the project. Full shape E was used as the pattern

R24000

R21000

R20000 created. By the use of a full scale mock-up, the tips and shape when creating the colors and the graphics.

R25000

R21000

R19000 tails could be tried out to see how they would look on R21000

100 an actual ski, see figure 27. Dimensions: 5.2.5 Name 116 In the external benchmarking it could be noticed that 45% 16 5.2.3.2 Selection 250 1330 200 the names of the skis are important for all brands, 116 90 100 To choose what tips and tails to go forward with, the including Norse, and sets the tone and the personality 1780 26 10 method vALUe was used. After that four tips and seven of the ski. Therefore, time was put on finding a name tails remained. These were illustrated and combined that could represent the medium wide ski in the right

35 with the selected ski shape. To select the best shapes, 4 Radius: 20 m way. 65 input from the users was needed. By choosing a tip and 400 ~800 400 a tail shape that users like, it is likely that the users use 5.2.5.1 Ideation the skis for a longer time before replacing them. The ideation phase started by reflecting on the names By the use of an Instagram survey users could rate that alpine skis have today. The focus was on social each tip and tail. In total about 65 people participated sustainability and gender equality. Some good and bad in the study, 46 percent were women. With the help of examples were found, see figure 44. The good examples the results from the study, three tips and five tails were B. worked as inspiration in the idea generation of new

R22000 R17000 selected, see figure 42. The result of the study can also R18000 names. be seen in figure 42. By the use of brainstorming and a word association

R22000

R16000

R15000 R18000 game with different themes like gender equality, 114 Dimensions: 5.2.4 Full shape sustainability, and Norse Skis, over 100 names were 128 14 When combining the tips, tails, and ski shape, a ski generated, see appendix H. 45% 200 1430 200 128 90 114 in full shape has been created. The full shape of the ski expresses something. It is important that this 1780 38 24 GOOD EXAMPLES BAD EXAMPLES expression is something that the users want in a ski. It will enhance their emotional bond to the skis which • Navigator • Sick day 20 3 Radius: 16 m • Vision • Honey bee 60 will lead to that the ski is used for a longer time and • Opinion • Monster 300 ~1130 350 will not get replaced as soon. It will also increase its possibilities to be put up and sold on the second-hand • Prodigy • Pandora market. Figure 44: Good and bad examples of names of skis today.

5.2.4.1 Ideation 5.2.5.2 Selection The selected tips and tail were put together into five When analyzing the names on Norse’s skis The Freeride C. concepts of the full shape of the ski, see figure 43. There

R24000

R19000 R20000 and The Enduro, it could be found that the names tell a could have been a number of combinations but the story. The Freeride ski is made for bottomless powder

R23000 project team felt that these were the most aesthetically R18000

R17000 R20000 days and The Enduro ski can manage many obstacles pleasing ones. The tips and tails were modified a bit 110 Dimensions: and challenges on the mountain, just like the sport

124 since the steel edge cannot have any radius of less than Enduro. Therefore, it was important that the name 14 30 mm due to production limitations (Patrik Sannes, 45% for the new medium wide ski also told a story. With 200 1430 150 personal communication, 2020). 124 90 110 that in mind, the 100 names were narrowed down 1780 34 20 to 30 names, see appendix H. The names were again 5.2.4.2 Selection analyzed based on gender equality and storytelling. The five concepts were put on Instagram for the users 20

3 Radius: 18 m After that four names remained. 60 to evaluate. About 50 people took part in the survey, 400 ~940 350 51 percent men and 49 percent women. Three of the The Pilot - Pilots get to travel the world and see many concepts were rated significantly higher than the other new places, just like a skier gets to do when traveling to

Figure 41: Three concepts for the shape of the ski .

50 50 51 TIPS TAILS FULL SHAPE

A1 . B1 .

A . B . C . D . E .

A2 . B2 .

A3 . B3 .

B4 .

B5 .

Figure 43: Full shape .

Figure 42: Tip and tail shape . 52 53 COLORS

find the best mountain to ski. Pilots are the ones that 5.2.6.1 Ideation control which way to go and always look for the best When generating ideas for the color of the skis, route to reach the destination, just like a skier does on watercolor, newspaper clipping, and Adobe Illustrator OVERALL OVERALL

the mountain. were used. The focus was on finding colors that were YES NO YES NO socially sustainable to the extent that both women and 86% 14% 83% 17% The Panacea - A panacea is something that solves all men should feel that they could buy and ride skis with difficulties and problems, just like the designed skis that specific color. In this stage, the persona and the will be the answer to the problem this master thesis mood boards were used to guide the idea generation to WOMEN WOMEN project is trying to solve. Since the skis can be used the right colors. everywhere on the mountain, both on-piste and off- YES NO YES NO 81% 19% 88% 12% piste, it can handle every challenge it faces. 5.2.6.2 Selection

Together with Norse, the best ideas were picked out MEN MEN The Venture -A venture is a risky journey that no one with the use of Dot voting. The ideas were considered YES NO YES NO knows how it is going to end. It can be applied to this to best represent social sustainability and Norse as 91% 9% 78% 22% master thesis project but also to when skiing down a the ski brand. The ten chosen colors were digitally mountain. You never know what difficulties you will illustrated with bindings, and the text and logo Norse face during the way down or how your run is going to use today, see appendix I. end, but you still do it. From the survey, it could be found that four colors were the most popular among the users, see figure The Unravel -To unravel is to undo something that is 43. It was clear that both among women and men, twisted or to find the solution to something complex. three colors dominated; Midnight, Ocean, and Black. When skiing, it can be tricky to find the best and safest Mint was also popular, especially among women, and way down the mountain. There are so many ways to go. therefore picked. About 80 people voted in the survey MIDNIGHT OCEAN During the run, you have to fend off new difficulties and among these about 55 percent were men and 45 that occur during the way and step by step to make percent were women. The four colors were taken new decisions of what would be the best way down. forward in the project and served as a foundation for To unravel something is also what this project is all the ideation of the graphics. about; finding the answers to what the best sustainable medium-wide ski is, and that is complex. 5.2.7 Graphics 5.2.6 Color The graphics consist of the pattern on the top and base, and of the text and logotypes. Based on the four In the survey, see appendix C, it could be seen that chosen colors, Midnight, Ocean, Black, and Mint, OVERALL OVERALL good looking skis were ranked twelfth on the list of the many different patterns were created. On the pattern, most important characteristics in a pair of medium- YES NO YES NO logotype and text were placed. The logotypes and text 73% 27% 65% 35% wide skis. How the skis performed were much more were based on Norse’s previous design and on the four important than the looks of the skis according to the chosen names. It is important that the graphics of the users. After all, the color and the graphics of the skis skis are representative of Norse and fit into the product are the first thing you see as a buyer and to catch the catalog. As in the argumentation of why the choice WOMEN WOMEN buyer’s attention, the skis have to be attractive. As of color is so important, the same arguments can be YES NO YES NO Zafarmand et al. (2003) and van Nes and Cramer applied to the graphics. In order to be a sustainable ski, 70% 30% 73% 27% (2006) mention, aesthetically pleasing products also the graphics have to fit both women and men, and it make the users create an emotional bond to the product has to be something they want to use for a long time. MEN MEN and they use it for a longer time, which is important YES NO YES NO 73% 27% 59% 41% from an ecologically sustainable perspective. Because 5.2.7.1 Ideation of this, color and graphics will be two important areas In order to not get too widespread of ideas, three themes in the development of the skis. were used as guidance when making the graphics. The themes were created through a brainwriting Figure 45: The four most highest-ranked colors among the users .

54 55 BLACK MINT GRAPHICS

session where the most interesting ones were chosen graphics the top sheet should have. This was because in accordance with Norse. The themes were; retro, the graphics of the top sheet was considered more

gradient, and geometric shapes. At first, pictures from important and it was desirable that the graphics of the OVERALL OVERALL

Pinterest were collected to work as inspiration during base matched the graphics of the top sheet. YES NO YES NO the idea generation. With the use of Adobe Illustrator, 79% 21% 76% 24% many ideas were created. Apart from the four themes, 5.2.8 Three concepts the persona and the mood boards were used to make Many ideas have been generated and many decisions sure that the ideas suited the target group. of what ideas to go forward with have been taken. WOMEN WOMEN Ideas for the graphics of the base were also created. To summarize all the different design aspects, three It is important that the area under the ski boot is kept YES NO YES NO concepts have been created. From these three concepts, 72% 28% 80% 20% free from graphics as it might affect the performance one final design was chosen. of the skis (personal communication, Patrik Sannes, MEN MEN 2020). To keep in mind is that the graphics of the base 5.2.8.1 Ideation YES NO YES NO will be visible in photographs of people skiing the ski Three concepts of the graphics were chosen based on 83% 17% 73% 27% and from the chairlift. the Instagram survey and on the web survey, see figure 46. Some smaller adjustments in the graphics were 5.2.7.2 Selection made. The shape of each concept was decided by trying The number of ideas created had to be scaled down to which of the three full shape concepts worked best a reasonable amount of concepts, in order to analyze with each of the concepts of the graphics. Full shape them thoroughly. This was done through the use of concept D and E were chosen. The names for the skis the method vALUe. Three areas were evaluated; the were picked using the same method. The names The concept of the graphics, the looks of the graphics, and Pilot, The Venture, and The Unravel were chosen, one the looks and placement of the logotypes and text. for each concept. 4 6 From the result from vALUe, the highest-ranked ideas were combined into nine concepts, see appendix J. 5.2.8.2 Selection To evaluate the nine concepts among users, The three concepts were presented to Norse and pros an Instagram survey was used. About 80 people and cons with each concept were discussed. All three participated in the study and among these, about 60 concepts got positive feedback from Norse and what percent were men and 40 percent were women. The concept to choose as the final concept was up to the result from the four highest-ranked graphics can be project team. From all the surveys there was proof (CONCEPT 3 WAS NOT TAKEN FORWARD IN THE PROJECT) seen in figure 46. that all of the three concepts were liked among the Since the graphics is a very important part of the users, therefore the final concept was chosen based ski among the users, a web survey was sent out to gain on personal references in the project team and which OVERALL OVERALL

a deeper understanding of what the users liked and concept they believed in the most. All three concepts YES NO YES NO disliked. The survey was sent out to everybody that left also suited the persona well. The concept that was 75% 25% 74% 26% their contact details in the first survey and 61 answers chosen as the final concept was concept 2, see figure 47. were received. In the survey the repliers could rank the When the final concept for the top was chosen, the graphics from 1 to 4 on how they liked the look of the decision of what graphics to use for the base was taken. WOMEN WOMEN ski, where 1 was no not at all and 4 was yes a lot. They The decision was made within the project team and YES NO YES NO also got the question if they would consider buying the argumentation for the chosen concept was that it 73% 27% 93% 7% the skis, yes or no. The repliers were also able to leave matched well with the graphics of the top sheet.

comments. The result is presented in table 2. Table 2. Web survey result. MEN MEN The result from the Instagram survey together with YES NO YES NO RESULTS FROM WEB SURVEY the results from the web survey were analyzed and 76% 24% 63% 37% based on that concept 4, 6, and 8 were picked out and CONCEPT SCORE 1-4 YES taken on further into the project. 1 2 .77 75% 2 2 .46 67% The selection of what base to use from the many 3 2 .92 87% 4 2 .92 84% ideas created was made after the selection of what 5 2 .39 69% 6 3 .08 89% Figure 46: The four 7 2 .62 77% most highest-ranked 8 2 .75 80% graphics among the 9 2 .43 69% users .

56 57 8 3 THREE CONCEPTS

NORSE NORSE 5.2.9 Materials fiberglass in Norse’s current skis. Because of AMAG’s, the company that produces Titanal, sustainable profile, When designing a sustainable product, what materials and that Titanal has good physical properties, the to use is one of the most important choices. In this recommendation is to keep Titanal. master thesis project, a lot of weight has been put on finding materials that can substitute the old ones to NORSE SKIS NORSE SKIS NORSE SKIS NORSE SKIS 5.2.9.4 Sidewalls lower the impact the skis have on the environment. To not compromise with the performance or life In table 3, a couple of different types of hardwood span of the skis, the new materials have to be at least that would work well as sidewalls are presented. All as good as the current materials in terms of physical hardwoods are low maintenance and very resistant characteristics, durability, and pricing. When choosing to water and durable in outdoor conditions, except materials the theory in chapter 3.3 Materials was used. European Beech and European Ash, which will be In the subchapters below alternative materials to the of high importance since the skis are used in snow ones used today are discussed. (Homify, 2018). The straight grains in hardwood prevents penetration of moisture (Homify, 2018). All

178 Designed 178 Designed in in woods also have high Janka-scores, which determines r.18 Sweden r.18 Sweden 124.90.110 124.90.110 Designed Designed 178 in 178 in r.18 / 124.90.110 Sweden r.18 / 124.90.110 Sweden 5.2.9.1 Core how resistant wood is to tear and dents (The Wood Since wood is a renewable material that is sustainably Database, n.d.a). Another benefit with a wooden produced, there is no other material that will be THE PILOT THE PILOT sidewall is that it will make the ski a bit lighter since better from an ecologically sustainable perspective. all woods weigh equal or less than ABS. From a Therefore, it will not be swapped for another material.

THE VENTURE THE VENTURE THE VENTURE THE VENTURE sustainable perspective, it is also interesting to look at To reduce transportations it would be preferable to use where the wood is grown. To limit transportations it is wood exclusively from Europe. Though, there is no preferable that the wood is grown in Europe. To protect other wood that can compare with the low density of the wood even further from water, linseed oil can be Balsa wood, which is great in sandwich constructions. applied (Woodwork Details, n.d.). Using a sidewall 1 2 As Norse’s goal is to keep the weight down as much as made out of wood will also enhance the expression of a possible, balsa wood is the best alternative. sustainable ski since a naturally occurring material will A way to choose how the core of the medium-wide BASE be visual when looking at the skis. OF THE SKIS ski will look is to reduce the thickness of the poplar Wood might seem like a great alternative to ABS but in the core of The Enduro with 10 millimeters. To there are some drawbacks from a sustainable perspective. compensate for the lost flexural stiffness the whole core If the wooden sidewalls need to be maintained, e.g. be NORSE NORSE NORSE NORSE has to be made a couple of millimeters thicker in terms covered in linseed oil every year, that responsibility is of height. put on the user. It is likely to assume that not everybody will take on that responsibility which will lead to a ski 5.2.9.2 Epoxy Resin that does not last for a long time. This has to be taken A combination of bio-based epoxy resin and Connora’s in mind when considering wood as sidewall material recycling system would yield the best result as long as instead of ABS. a good solution for transporting the skis to Connora’s lab is found. Connora’s recycling system enables the 5.2.9.5 Edge materials in the skis to be separated from each other. No other group of materials has the characteristics 178 Designed 178 Designed This would enable the skis to become fully renewable in in r.18 Sweden r.18 Sweden 124.90.110 124.90.110 that are needed for the edge and therefore the metal which would potentially decrease the environmental will be kept. From a sustainable perspective, the steel impact of the skis by reusing its materials. should be sustainable and the edge should not be made thinner than the two millimeters it measures on 5.2.9.3 Laminates Norse’s skis today. The laminates recommended are basalt fibers and continue using Titanal. Basalt fiber offers better 5.2.9.6 Rubber performance with a smaller environmental impact Literature studies have been done to find a more than fiberglass and could be changed directly with the Figure 47: Three sustainable alternative to natural vulcanized rubber foil final concepts THE UNRAVEL NORSE SKIS THE UNRAVEL NORSE SKIS and base

58 59 3 Table 3. Sidewall materials. of women answered yes to buying the skis. The results clearly show that there is an interest in SIDEWALL MATERIALS the skis developed in this project. That both men and women liked it to the extent they did showed that the MATERIAL WEIGHT3 JANKA ELASTIC GROWS WORKABILITY ROT PRICING EXTRA [g/cm ] MODULUS RESISTANCE [GPa] final design is well-liked regardless of gender. However, this survey might not represent the users opinions to ABS1 1 .05 1 .8-3 .2 UV-sensitive the fullest, partly because the repliers could not be Polyurethane2 1 3-1. .7 0 .5-5 .5 anonymous, some of the answers are from friends to the project team, which could influence their answer, Robinia3 0 .77 1700 14 Europe, America Moderate Very good Moderate Glues well . Grows fast and partly because all participants have been involved Teak 4 0 .65 1070 12 South of Asia Easy Very good Expensive Contains oil which makes it in the project through answering older surveys which resistant to water . Glues well . Grows fast could also influence their decision. The participants

Ipe5 1 .1 3510 22 Tropical America Difficult Very good Moderate Naturally water resistant . Can could only judge the skis by the 3D renders and what was be hard to glue . written about them, see appendix K. It is not sure that English Oak6 0 .68 1120 10 Most of Europe, Easy Very good Moderate Glues well North Africa the skis would look exactly like they do in the renders

European Beech7 0 .71 1450 14 Europe Easy Not so good Cheap Glues well . Excellent bending and act like the description in real life, therefore it is capabilities . Grows at medium rate . also necessary to evaluate a physical prototype among

European Ash8 0 .68 1480 12 Europe, Asia Easy Not so good Cheap Shock resistant . Grows at the users to verify the design. medium rate .

1Omnexus (n .d .) 2Matweb (n .d .) 3The Wood Database (n .d .b) 4The Wood Database (n .d .c) 5The Wood Database (n .d .d) 6The Wood Database (n .d .e) 7The Wood Database (n .d .f) 8The Wood Database (n .d .g)

but no alternative material was found, therefore natural 5.3 Implementation vulcanized rubber foil will be kept. In the following subchapters, the results from the 5.2.9.7 Base implementation phase are presented. The chapter covers the digital representation and the evaluation of As Norse’s current solution fills a lot of the checkmarks the final design. for having an environmentally friendly base, especially through the use of permanent wax, it is recommended to keep the same base. An option to look into the future 5.3.1 Digital representation is when the development of Bio-PE has gone so far that To create a digital representation of the skis, the CAD even UHMWPE can be produced, which does not exist software Fusion was used. The 3D computer graphics during the conduction of this project. software program Blender was used to create renders of the skis. The renders are presented in chapter 6. 5.2.9.8 Top sheet It is recommended to use a combination of bio-based 5.3.2 Evaluation of final results PA, which is one of the best environmentally friendly To evaluate the final design, a final Instagram survey plastic alternatives, and direct digital printing, which was conducted, see appendix K. The goal of the survey is the best choice for the environment. Digital printing was to get a hint of if the skis are liked by the users. allows the use of gradients in the ski graphics (personal The question asked was if the survey participant would communication, Patrik Sannes, 2020). Unfortunately, want to buy the skis at a set price of 6900 Swedish using digital printing will not make the color as deep kronor. Out of 61 answers 93% percent answered that as it is today but it allows the use of gradients (personal they would buy the skis. Of the people saying yes, 24 communication, Patrik Sannes, 2020) but that is a were women while 33 were men. 94% of men and 92% sacrifice worth taking to enable the chosen graphics.

60 61 6 Final Design

The final design of the skis will be shown and explained in this chapter . Details and further reasoning behind each aspect of the skis are presented, below including lengths, shape, graphics, name, and materials used .

Figure 48: (To the right) Render of final design.

62 63 6.1 Lengths 6.2 Shape The chosen lengths, 162 cm, 170 cm, 178 cm, and 184 As described earlier the shape was developed with cm were deemed a good mix of lengths without being Norse’s The Enduro as a base. Compared to The Enduro, too many. Having too many length variations results The Venture is designed more towards the piste skier in the need of more manufacturing tools which cost than the off-piste skier. By having a narrower waist, the economically and takes a toll on the environment. skis will be easier to carve and be stiffer down the slope. These lengths enable almost all potential users to have To make sure the skis are just as, or even more, playful a length their comfortable with. The reasoning behind to use than The Enduro, roughly the same amount the chosen lengths is described more thoroughly in of rocker and taper has been kept, see figure 50. The chapter 5.2.1. A mock-up of how the different lengths rocker and the taper allow for easier turn initiation would look is shown in figure 49. and a more energetic ski that even more users, than the “hardcore carve all-day” users, can enjoy, see figure 51. The Venture is a ski that is validated by experts to have both on-piste performance while keeping it energetic and fun to use everywhere on the mountain (personal communication, Patrik Sannes, 2020).

Figure 49. Illustrations of the length variations mock-ups.

Figure 51. Sideview render of the skis.

64 65 6.3 Graphics it more emphasized, see figure 52. Highlighting that the skis are designed in Sweden enhances the skis heritage The graphics of the final design resulted in a and transparency, see figure 53. The use of a gradient combination of the three most liked graphics as seen on the tip between the two most-liked colors enabled, in chapter 5.2.7. The goal of the graphics was that it as stated the most liked colors among the users and a should not stray too far from Norse’s other skis as the clear step for Norse to take in their design language, goal is to widen their current product catalog and not see figure 54. The base acts as a continuation of the top start a new one. sheet by having the same color as the tip of the skis. The The graphics are seen as an evolution of Norse’s skis combination of darker blue colors and white fonts current design. By both reducing the font size and contrasts well with snow where they are intended to be make it bolder, compared to Norse’s other skis, the texts used, see figure 55. become easier to read and gets more space which makes

Figure 52. Render highlighting the graphics of the tails.

Figure 53. Render showing the part just below the binding points.

THE VENTURE THE ENDURO 66 67 Figure 50. A visual comparison between The Venture and Norse's The Enduro Figure 54. Render showing top, side, and bottom view of The Venture. Figure 55. Render showing the skis' contrast to snow.

68 69 6.4 Name 6.5 Materials The name of the final concept became The Venture. Each material has been carefully chosen to be at least 7 Discussion It suited the final design by conveying the meaning as good as The Enduro's materials while still being In this chapter, the result is discussed in relation to the that the skis intend to express while still not being too more environmentally friendly. A visual comparison theoretical framework . The relevance of the project different from Norse’s other skis. A venture is defined as between this project's The Venture and Norse's The has been analyzed and a reflection of the process and a risky business project or activity (Venture, n.d.). The Enduro can be found in figure 56. the result is carried through . The research questions name fits the skis, both in terms of this project being have been answered and finally, recommendations a business venture from the very start and in terms on how to continue this work is presented . of how the skis are intended to use. There is always a risk with skiing but most importantly is it impossible to completely predict how the line down the mountain will be done, just like a venture.

THE ENDURO

PA Glass fiber

ABS sidewall

Steel edge

Titanal Combination of Balsa, Ash, and Poplar wood core UHMWPE Rubber (Permanent wax)

Bio-PE

Integrated wood sidewall

Basalt fiber Recycled Steel edge THE VENTURE

Figure 56. Illustrated material comparison between The Enduro and The Venture.

Figure 57: (To the right) Render of top and bottom of ski on snow.

70 71 7.1 Positioning the result as possible, which van Tilburg, Lieven, Herrmann, and the ski that has been designed in this project or use enable. It is, of course, not the skis you would pick for Townsend (2015) say are what determine what gender the design as a foundation and inspiration for future a slalom competition, but that is not the target group We believe that our knowledge in Industrial Design the product is most associated with. Throughout the product development. Since the design process has either. The skis are playful all around the mountain due Engineering has had a great effect on the result. project, together with the users, we have made active been user-centered and the result fulfills the user need, to its light weight, tip and tail rocker, and taper. That Designing alpine skis requires both skills in mechanical choices to prevent social exclusion, which Wikberg the designed skis will probably be successful on the kind of shape also makes the skis nice and easy to ride, aspects and physical properties and skills in user Nilsson and Janke (2018) claims is the designer’s market in terms of users liking it. both on-piste and off-piste. experience and knowing what is aesthetically pleasing. responsibility. The result is also relevant to the users that have an Looking back at the project and the process there As Johannesson et al. (2013) argue, an Industrial design The choice of material is the biggest environmentally interest in sustainability and make conscious choices are some things that we believe have affected the engineer has knowledge in both of these areas, which sustainable aspect when creating a physical product when it comes to the products that they buy. The result in a negative way and that could have been done is ideal when designing skis that are high performance (Ljungberg, 2007) and therefore a lot of weight has medium-wide skis give these skiers the possibility to differently. Since the choice of material is the biggest and good looking. been put on finding alternative materials that are more buy more sustainable skis that still perform and look as ecologically sustainable aspect according to Ljungberg The key to a successful design is to involve the environmentally friendly than the ones used today. good, if not better than, as any other skis on the market. (2007), a lot of research and literature studies had to be users in the design process (Johannesson et al., 2013). Substituting materials is one strategy to lower the The sustainable profile does not affect the price either done in order to find good alternative materials. This Throughout the whole project, the people that will impact a product has on the environment (Hui et al., which will make it easier for the user to choose the was done at the very end of the project and we had to eventually ski on the medium-wide skis have been in 2002). The author also claims that it is crucial to choose more sustainable alternative. rush it in order to meet the deadlines of the project. the center. By doing this, we have designed a product materials that last in terms of durability, resources used, We also hope that the result from this project will The search for new materials could have been done that the users want to buy and that is satisfying to and maintenance, which has been done. Therefore, it is inspire the ski industry to design and produce more earlier or during the whole design process in order to use. One important goal in design is to meet the user safe to say that the recommended alternative materials sustainable skis, both from an ecological perspective investigate the area more thoroughly. needs (Friedman, 2013; Wikberg Nilsson et al., 2015). are more ecologically sustainable than the old ones. but almost more important, from a social perspective. Another thing that has been reflected on that In the inspiration phase of the project, a thorough We have also made sure to find materials that, to the As stated earlier, it is possible to create more sustainable could have been done differently is the norm-creative investigation was done to identify these needs which largest extent, are renewable which, according to skis without making them more expensive. There is no approach in the design process. A lot of focus was put on the final result fulfills. Naturskyddsföreningen (n.d.), is important from a need to categorize skis into being for either men or making a gender-neutral design which resulted in that World Commission on Environment and sustainable perspective. women, but instead create skis that all people can and norm-creativity was somewhat forgotten along the way. Development (1987) states that all three aspects of The skis are designed to last for a long time, which want to use. Since the project team felt frustrated with how women sustainability have to be taken in mind in order to van Nes and Cramer (2006) claim is one strategy to skis look today, they automatically decided to not use create sustainable products. A lot of focus in this project lower the environmental impact. The material that has girly colors and graphics. By deciding what colors that has been put on sustainability and the ecological, social been chosen is durable so the skis can last many skiing 7.3 Reflection were girly and excluding them in the idea generation, and economical perspectives have been considered in days and also be sold on the second-hand market. Overall we are happy with the results as we delivered the users, both men and women, never got the chance every process step and every design decision, as Thorpe Zafarmand et al. (2003); van Nes & Cramer (2006) what was expected by Norse. As sustainability is a great to have an opinion about those colors and graphics. The (2018) argues is very important. This has resulted states that users use a product for a long time if there interest of ours and the core value of Norse, we put a project team did exactly what West and Zimmerman in a product that has taken Norse to the next level of is an emotional bond to the product, which occurs if lot of time on sustainable product development when (1987) describe as doing gender, they categorized and sustainable alpine skis. As designers, we have taken the product is aesthetically pleasing. Through the many designing the medium-wide skis which resulted in a decided social norms and what it means to be a man a great responsibility in designing a product that is surveys that have been executed, it has been verified product that is more sustainable from an ecological, or a woman. sustainable. Lewis and Gertsakis (2001) claim that it is that the graphics are appreciated among a majority of economical and social perspective, which is necessary The performance of the skis is not verified since we the designers’ responsibility to make the users choose the users. according to World Commission on Environment and did not have the possibility to create prototypes due the most sustainable alternative on the market and This master thesis project shows that it is possible Development (1987). to a lack of resources and time. If it would have been therefore, a lot of effort has been put on making the skis to design skis that are sustainable but still performs Applying IDEO’s design thinking process was a great possible to create fast and cheap prototypes of the skis, attractive to the users. just as well as any other skis. It also shows that there foundation for the project. It helped us to structure the it would have had a positive effect on the final result. To reach social sustainability in this project, norm- is a lot more that could be done from the sustainable process from the start but also enabled us to adjust it We believe that a prototype is necessary in the process creative design thinking has been used which Wikberg aspect and that the development should not stop, but if necessary during the project. From experience, we of designing skis in order to find areas of improvement Nilsson & Jahnke (2018) claim is one way to do it. It continue as new sustainable solutions get available on knew that the process probably would change during and to verify the results. has been of outermost importance for us to design skis the market. the project, which it did, and looking back now we are Due to the Covid-19 pandemic, it was not possible for the passionate skier, instead of men and/or women. glad we chose a flexible design process. IDEO’s design for us to have face to face interviews or workshops. We Martinsson and Reimers (2014) say that many products thinking process also enabled iteration which resulted could also not test the skis as much as we wanted or today contribute to the idea that men and women 7.2 Relevance in better solutions, as Brown (2008) also claims. perform user testing and observations at a ski resort. are each other’s counterparts, which we wanted to We believe that the result is of great relevance for We believe that we successfully designed a pair of The pandemic is not something we could change, of counteract in the design of the medium-wide skis. A big Norse. Based on this master thesis project, there is skis that are high-performing on-piste for the intended course, but we believe that the unique circumstances part of the project has been put on the skis shape, color, proof that there is a need for a medium-wide ski in target group. They want to have the possibility to make have had an effect on the project and the result. and graphics to make sure that it is as gender-neutral Norse’s product catalog. Norse can choose to produce great and energetic carving turns, which these skis

72 73 We think that the methods that we used suited Union’s laws and regulations for social rights at the will not be replaced sooner than needed. A product snow. Therefore, it is recommended to let the users try this project well and that they gave us the results that workplace (EU, n.d.). Norse has also visited the factory that is produced but not being used will always be and evaluate a physical prototype as well to verify the we wanted. On the other hand, we feel that we could multiple times and from their observations, the factory unsustainable even if it has an environmental profile. design. Some of the users that answered if they would have challenged ourselves more in terms of testing new meets Norse’s requirements of social sustainability The sustainable aspects of a product and the user want to buy the skis were friends to the members of methods. This would have developed us as designers when it comes to working conditions and fair salary. needs have to go hand in hand throughout the whole the project team. This could have resulted in bias and we would probably have found a broader range of Manufacturing the skis in Poland is also good from an design process. At every decision, both perspectives answers and should be further evaluated with a broader ideas. ecological perspective since it is close to the material have to be taken to not compromise on either the audience to truly know if it appeals to the target group. suppliers which decreases the transportation. When usability or on the environment. Another interesting area that has been outside the the project researched alternative materials to use in In this project, we could reach social sustainability scope of this project is the marketing of the skis. When 7.4 Conclusions the skis they always kept the people that will handle by designing to a persona that was gender and age benchmarking companies that profile themselves as The following chapter relates the results back to the the materials in mind. Therefore, non-toxic materials neutral. This enabled us to reach the user needs sustainable, it became evident that they used marketing project’s objectives and aims. It also answers the three that also do not make for a worse working environment for all skiers that would be interested in buying a to convey this to their potential customers. What all research questions that were asked at the beginning of were chosen. medium-wide ski. By choosing materials that are the companies had in common was that they were the project. In order for the skis to be economically sustainable, environmentally friendly and durable while still having transparent with their carbon footprint and materials they have to lead to economic growth. This means an equal or better price to performance ratio, ecological used etc. We believe that this is something Norse can be 7.4.1 Research question 1 - What choosing materials, factories, and transportation that and economical sustainability could be achieved. inspired by to emphasize what makes them unique as a defines sustainable skis? will enable Norse to sell the skis to the users for a ski company and reach out to more customers. reasonable amount of money and make a profit from As the World Commission on Environment and it. This profit will enable Norse to pay salaries and 7.5 Recommendation Development (1987) states, all three aspects of further develop products. Therefore, it all comes down Before taking this concept to production, we have sustainability have to be taken in mind in order to to making skis that the users want to buy to generate some recommendations for future work. First of all, create a sustainable product. In order to create a economic growth. it will be necessary to create a prototype of the final sustainable ski, this has to be applied. design to verify the results. The prototype will help From an ecological perspective, the impact the 7.4.2 Research question 2 - Which are identify improvement by showing it to users and product has on the environment should be as low as the user-needs for a pair of medium- testing it in-piste and off-piste. In the result, there are possible (Brower, Mallory, & Ohlman, 2009; Lewis & wide alpine skis? recommendations to change some of the materials Gertsakis, 2001). The materials used in the skis are to more sustainable ones. A prototype will also help very essential in this aspect. Their carbon footprint The most important understanding of the users is verify if these materials perform as well as the old should be kept down low and preferably comes from that a majority of the users spend most of their time ones to maintain the high quality in the skis. For renewable resources. Another aspect is the lifespan of skiing on-piste but they have a vision of being an off- non experienced ski designers, it is recommended to the skis. To lower the environmental impact, the skis piste skier. Therefore they want skis that go in line with make strength calculations to verify the design before should be designed for long life (van Nes & Cramer, this vision, regarding shape and graphics, but perform making a prototype. 2006). This is done by choosing durable material, make like on-piste skis in the slopes. As new materials are constantly invented and the skis trendy (Ljungberg, 2007), create an emotional As designers, it can be concluded that there is a sustainability has become a hot topic lately, we bond between the user and the skis (Zafarmand et al., need for a ski that performs well in all conditions. It recommend staying updated on what materials are 2003; van Nes & Cramer, 2006), and strive to make the is important for the user to have the possibility to ski available on the market. As Norse profile themselves skis timeless and classic (Zafarmand et al., 2003). The off-piste if they get the opportunity but since they ski as making sustainable skis it is important that they skis should also come in as few lengths as possible to mostly on-piste, the ski needs to be a high-end piste ski. continuously develop their products from a sustainable keep the number of production tools required down Other needs that have been identified are stable, playful, perspective to always stay ahead. low. lightweight, easy to maneuver, and touring compatible. We also recommend keeping up the dialog with the To make the ski reach social sustainability it is 7.4.3 Research question 3 - How can users and keeping the design process user-centered so important to include as many users as possible to use the sustainability be combined with the that further development and new design always meet product (Wikberg Nilsson & Jahnke, 2018). This means user-needs for a pair of medium-wide the user needs. This is important to stay successful as a that the ski should be designed for the passionate skier business but more importantly, stay sustainable. and be gender and age-neutral. Social sustainability alpine skis? The visual representation of the final design has also includes taking all people related to the product Meeting the user needs is essential to create a product been evaluated among the users. Looking at the result, in mind (World Commission on Environment and that is sustainable. If the user needs are met, a product the design could be considered successful. Though, Development, 1987). Since Norse manufactures their that the users want to use has been created. This will it is hard to get a sense of the product only through skis in Poland, the factory is covered by the European lead to the product being used for a long time and looking at pictures, especially on how it performs on

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82 A. External benchmarking - skis B. External benchmarking - companies External benchmarking of competitive skis to Norse’s medium wide ski. External benchmarking of companies that are good at marketing themselves as sustainable.

BLACK BIRD HEAD KORE CAMOX 93

FEMALE VERSION FEMALE VERSION

SJ

LINE EXTREME SUPERNATURAL FUSION 92 95

FEMALE VERSION FEMALE VERSION

NORDICA FACTION AGENT ENFORCER 2.0 96 93

FEMALE VERSION FEMALE VERSION C. Survey results Results from the survey that went out in the inspiration phase. WHERE ON THE MOUNTAIN WHERE ON THE MOUNTAIN Number of replies: 289 DO YOU SKI TODAY? DO YOU WISH YOU SKIED? The results are based on the people that answered yes or left a blank to the question if it is likely that they would buy a pair of 5% 2% 1% 90mm skis. 17% 6% O nly on -piste LEVEL OF SKIING GENDER 18% O nly on -piste 36% Most on-piste but also Most on-piste but also 2% a little bit off-piste a little bit off-piste 19% As mu ch on-piste as As mu ch on-piste as 32% o ff-pi ste o ff-pi ste

AdvancedAvancerad 45% Most off-piste but also Most off-piste but also KviFemale nna a li ttl e bit o n-pi ste a li ttl e bit o n-pi ste Intermediate Medel Only off-piste 44% Only off-piste ManMale 39% BeginnerNybörjare 55% DO YOU TOUR ON SKIS AT WHAT TYPE OF SKIER ARE YOU

79% LEAST ONCE A SEASON? ON A PAIR OF 90MM SKIS? 1% 2% 15% 18% 45% AGE OCCUPATION On-pist skier

On-piste and off- 3% 1% piste skier 6% 11% 2% Yes 12% 12% Off-piste skier

12% Ski tourer On-piste and off- No 0-20 y/oår 33% piste skier On-pist skier Park skier WorkArbetar 55% 21-25 y/oår 15% Ski tourer Teaching your 26-30 y/oår StudyStuderar kids to ski Off-piste skier 31-40 y/oår 14% 52% ParkOtherÖ skier vrig t 52% 37% 41-50 y/oår OlderÄldre änthan 50 50 år y/o Teaching your WHAT THREE CHARACTERISTICS ARE MOST RESULT OF UNWANTED CHARACTERISTICS kids to ski 18% 64% IMPORTANT IN A PAIR OF 90MM SKIS? * 20% 115 • Too heavy • Too soft 82 80 79 • Flapping at high

61 speeds 48 47 45 • Too stiff 37 32 29 • Too much rocker 22

9 7 3

Stable Playful Che ap H ea vy Hard/stiff Le ight weig ht Good on-piste Good looking Good for touring Good for jibbing Easy to manoeuvre Floats well in powder Works in all conditions Challenges your skiing Environmentally friendly HOW MUCH ARE YOU WILLING IS IT LIKELY THAT YOU WOULD BUY A PAIR OF 90MM TO PAY FOR A PAIR OF 90MM SKIS? SKIS WITH THE CHARACTERISTICS YOU WISHED FOR? ** 4% 340 ANSWERS 2% 11% 14% 31% Max. 4500 kr Max. 5500 kr Yes 54% Max. 6500 kr No Max. 7500 kr Max. 8500 kr 39% Did no t 30% More than 8500 kr r eply 15%

* Based on the ones out of the 289 people that picked three characteristics in the survey and not more. ** Based on all the answers in the survey. D. Mood board - gender design, good examples E. Mood board - gender design, bad examples Examples of design that is not targeted to a specific gender. Examples of design that is targeted to a specific gender. F. Calculations of lengths Calculations of what length of skis people want based on their gender and height. The data comes from the survey that went MEN out in the inspiration phase. 161-170 cm WOMEN 165 Desired ski length Quantity Appx. average Quanity*average Differance (cm) 161-165 cm 0 163,5 0 150-160 cm 166-170 cm 1 168,5 168,5 155 Desired ski length Quantity Appx. average Quanity*average Differance (cm) 171-175 cm 2 173,5 347 161-165 cm 18 163,5 2943 176-180 cm 2 178,5 357 166-170 cm 10 168,5 1685 181-185 cm 1 183,5 183,5 171-175 cm 2 173,5 347 186-190 cm 0 188,5 0 Average 30 165,8333333 10,8 Längre än 190 cm 0 193,5 0 Average 6 176 11,0

161-170 cm 165 Desired ski length Quantity Appx. average Quanity*average Differance (cm) 171-180 cm 161-165 cm 12 163,5 1962 175 Desired ski length Quantity Appx. average Quanity*average Differance (cm) 166-170 cm 48 168,5 8088 161-165 cm 0 163,5 0 171-175 cm 26 173,5 4511 166-170 cm 1 168,5 168,5 176-180 cm 3 178,5 535,5 171-175 cm 8 173,5 1388 Average 89 169,6235955 4,6 176-180 cm 19 178,5 3391,5 181-185 cm 17 183,5 3119,5 186-190 cm 5 188,5 942,5 171-180 cm Längre än 190 cm 0 193,5 0 175 Desired ski length Quantity Appx. average Quanity*average Differance (cm) Average 50 180,2 5,2 161-165 cm 5 163,5 817,5 166-170 cm 18 168,5 3033 171-175 cm 19 173,5 3296,5 181-190 cm 176-180 cm 15 178,5 2677,5 185 Desired ski length Quantity Appx. average Quanity*average Differance (cm) 181-185 cm 7 183,5 1284,5 161-165 cm 0 163,5 0 Average 64 173,578125 -1,4 166-170 cm 1 168,5 168,5 171-175 cm 0 173,5 0 176-180 cm 10 178,5 1785 181-190 cm 181-185 cm 41 183,5 7523,5 186-190 cm 19 188,5 3581,5 185 Desired ski length Quantity Appx. average Quanity*average Differance (cm) Längre än 190 cm 2 193,5 387 161-165 cm 0 163,5 0 73 184,1849315 166-170 cm 0 168,5 0 Average -0,8 171-175 cm 0 173,5 0 176-180 cm 3 178,5 535,5 181-185 cm 2 183,5 367 Längre än 190 Average 5 180,5 -4,5 195 Desired ski length Quantity Appx. average Quanity*average Differance (cm) 161-165 cm 0 163,5 0 166-170 cm 0 168,5 0 171-175 cm 0 173,5 0 176-180 cm 1 178,5 178,5 181-185 cm 3 183,5 550,5 186-190 cm 8 188,5 1508 Längre än 190 cm 22 193,5 4257 Average 34 191 -4,0 G. Lengths of the skis H. Names Ideation and selection of what lengths the medium wide ski should come in. Ideation and selection of names

162 - 170 - 178 -184 HYBRID ATLAS SMOOTH PEAK RECREATION FLOW SEAL CREST Chosen lengths ACCESS SUMMIT AIR PASS FREE BIAST IDEATION VENTURE CIPHER INFLUENCE PURSUIT SKID CLIMBER 166 - 172 - 178 -184 165 - 172 - 179 -186 KEY AVIATOR NICE ENDLESS PASSENGER VELOCITY ACE COSMOS JOY-RIDE 168 - 174 - 180 -186 166 - 172 - 178 -184 PILOT ASTRO RIDER EDGE CHASE AIRING BRINK STRIVE CUT BORDER WING EDGY 167 - 173 - 179 -185 164 - 172 - 180 -188 AERO ALL-DAY INCLINE MOMENTUM PRESENT RAMP FLEXTION PROVEN PROMOTION 166 - 173 - 180 -187 166 - 173 - 180 -187 REVOLVE RALLY SLASH GRADIENT NANO RAPID PROGRESS MICRO SWISH SWIFT KARMA ACTIVE 165 - 172 - 179 -186 168 - 174 - 180 -186 RUSH EXPERIENCE STEEP UNRAVEL CHANCE BLITZ PASSION HAZARD SEMESTER OBSESSION SHOT CRAVING 164 - 172 - 180 -188 167 - 173 - 179 -185 RANGER ANSWER CRUSH SCHOLAR CURE ADVENTURE PILGRIM ELIXIR SENDER 162 - 170 - 178 -186 163 - 170 - 180 -187 DRIFTER SEASONAL SWEEPT PANACEA VIBE ALPINIST NOMAD SOLUTION TRAVELER VAGABOND RESULT GLOBETROTTER EAGER RESOLVE POSSESSED JOURNEY ARC PLAYFUL ACHIEVEMENT TURN ACTOR ARTIST BORDERLINE VANE APEX AURORA TRAVEL

THE 40 PICKED OUT NAMES

THE 4 NAMES THAT WERE FINALLY CHOSEN I. Colors J. Graphics The ten chosen colors from the idea generation that were posted on Instagram for the users to evaluate. The nine chosen graphics from the idea generation that were posted on Instagram for the users to evaluate.

MIDNIGHT OCEAN BLACK MINT MUSTARD 1 2 3 4 5

OLIVE MAROON DARK MOSS AUTUMN LATTE 6 7 8 9 K. Final Evaluation Screenshots from the final evaulation conducted on Instagram. Simple explanation of the skis and their pricing. 93% said they wanted to buy the skis.