Example 4

1. Maria Wahab
Design Brief:
You are required to design and
make a prototype for a shoe
that can be easily transported. It
must be inspired by Alexander
McQueen but you can draw on
other design influences also. It
must be available flat-packed
and be made from Plywood,
MDF Acrylic and/or
Polypropylene.

2. Miss M’s Feedback Target Grade: A
Research Section Current Grade for
this section:
B+
WWW
• Excellent range of images and quotes in your Alexander McQueen.
• A lovely inspiration board that not only concentrates on shows but looks at construction
techniques too.
• A detailed product analysis that includes both primary and secondary research. You have
covered all questions in detail.
TARGETS FOR DEVELOPMENT
• It’s very hard to read your Alexander McQueen research – consider how you are going to
present this research.
• Include a wider range of images in your inspiration board. It would be nice to see colour
palettes, textures, mechanisms and possible even furniture that you could taek inspiration
from.
Alexander McQueen research = B
Inspiration moodboard = B
Product analysis = A

3. Designer Research –
Alexander McQueen
Lived: 17 Mar 1969 - 11 Feb
2010 (age 40)
His achievements in
fashion earned him
four British
Designer of the Year
awards
The cause of death was
determined to be
suicide.
McQueen was proud of
breaking the
traditional mould of a
successful designer
known for the flare
and passionof his
shows
not being shyabout his lack of
traditional good looks or his lower
class background
they supported McQueen
and his five siblings.
was defined by his dark, even
menacing vision

4. Alexander McQueen
Flatpack Furniture could help inspire me.
Slot technology would be useful to use
as it is easy to assemble and to store
These shoes are all quite high,
which will be considered in the
designing process
These designs have a lot
of flare. I could use this
idea when designing
The colours black, red, white and gold
seem to be a common theme.
These dresses use a
combination of bright and dark
colours which contrast but still
go well together

5. Product Analysis- secondary
research
Customer
This shoe would be used by a woman (20-
25 maybe?) interested in keeping fit and
doing exercise, specifically running.
This shoe is designed with a nylon lining for
a "sock like fit for bonus comfort" and
comfortable insoles to suite the target
market. The shoe is specifically found in
woman's sizes. It can also be found in a
range of different colours to appeal to a
wider range of people.
Function/ Use
This shoe is intended for
running, jogging or generally
exercising. It could also be used
for general comfort while walking.
They could also be used for
fashion.
This product appeals to the target
market by coming in a wide range
of colours (white, grey, silver, black
and light green). It is also suits the
target market as it is both
fashionable and comfortable,
which are two important factors
to consider as the age range
would be quite fashion-conscious,
but would require comfort as this
age group tends to go out a lot,
and would need to work, therefor
needing comfortable shoes.
To make the shoe more user
friendly, I would remove the laces
as they can be difficult to fasten. I
would also use more cotton, as
people don’t often get allergic
reactions with it.
Cost
This shoe costs £100. Other
colours cost £110
People who can afford this shoe
are people who have fairly well
payed jobs, and have money to
spare.
This price would be fairly suitable
for the target market as the target
market would just be starting jobs,
and though it's on the more
expensive side, the people buying
this shoe would be willing to
invest in it.
Aesthetics
This product looks rather bland, in
an unappealing green colour,
though it does come in a range of
colours. However, it is said to be
comfortable
This may appeal to the target
market as the target market needs
comfortable shoes, that are
aesthetically pleasing, and despite
my personal preference, some
people may like the colour, and it
also comes in different colours.
The needs of the target market
are being met as the shoe is
comfortable, aesthetically pleasing
and suitable for fitness.
Safety
The shoe is relatively safe, though the laces
may be tripped over.
In terms of safety, there are rubber soles,
suitable for running as they have good grips.
The soles are also flat.
The safety of the shoe is quite good, however
to improve it, I would replace the laces with
Velcro, and make the sides harder for more
support.

6. Product Analysis- secondary
research
Materials
This shoe is made mostly of man-made
materials (plastics) and fabrics, as well as a
foam insole and a rubber outsole.
These materials benefit the product as they
are comfortable and breathable.
An alternate material I would suggest is
cotton as it is breathable and stays cool,
tough it wouldn’t support the foot as much.
Size
The shoe ranges from UK shoe
size 4 (23 cm) to UK shoe size 6
(24.5 cm) (in length, width was
not given. The shape of the shoe
is designed to fit your foot
snuggly.
This shoe sizing will suit the target
market as most women have a
foot size around these sizes, and
the shape allows comfort from the
shoe.
I believe the needs of the target
market are mostly met. However,
if the customer has particularly
large or small feet, or wide feet, it
would be difficult to locate a shoe
of the correct size and shape.
Sources
http://www.schuh.co.uk/womens/adidas-nmd-runner-
light-green-trainers/1920548060/
http://www.dancesport.uk.com/shoes/conchart.htm
Environmental Issues
The product is not necessarily
environmentally friendly as it contains
man-made materials, such as plastics,
which are made from oil, such as
polyester and nylon.
Theses factors may discourage people
who are passionate about the
environment from buying these.
However, these materials produce a
more comfortable shoe, making them
more desirable.
This shoe does meets the needs of the
target market, but doesn’t completely
meet environmental needs. A better
material would be cotton, as it is better
for the environment.

7. Product Analysis- Primary
research
Customer
This shoe may be used by woman
between the ages of 11-15 who
are into floral/ traditional things,
and possibly like nature.
It was designed for this target
market by having warm
colours and floral designs, as well
as being quite high.
Function
This shoe is probably used as a
party shoe as it isn't a very
comfortable shoe, but does look
quite pretty. It would probably be
worn in summer as it is a sandal
and is made from strips of leather.
It probably wasn’t designed for
walking in.
The design and colours may
appeal appeal to the target
market as it is quite a bright and
summery shoe.
This shoe could be made more
suitable for the target market if it
were not made of leather as this
material is not suitable for vegans.
It could also be made more
suitable for the target market if
the heel of the shoe were broader,
making it easier to walk.
Cost
This shoe cost £12.99.
This is the sort of price many people
would be able to afford, as it is not that
expensive. However, the price may indicate
that the shoe is not the best quality.
This price would be suitable for the target
market as this age group would mot be
able to afford expensive items, without a
job.
Materials
This shoe is made of leather and man-made
materials (seen at the bottom of one shoe)
This material benefits the target market as
leather is strong and comfortable and the
man-made materials of the sole are hard with
a plastic-y texture.
An alternate material I would suggest is
cotton or polyester, layered on top of itself, or
supported with cardboard or wood, as these
materials are cheaper and suitable for vegans.
I would also suggest using rubber for the sole
as it has a better grip.
Safety
This shoe isn't very safe as the bottom of the heel is quite slim, and it is quite easy for your foot to
slip of the shoe, even with the strap on. The grips of the shoe are also not very good.
This sandal does have grips, rather than a flat bottom. However, this shoe is very hard to walk in.
This shoe could be improved by again having a broader base, as well as having better grips and
more support around the heel to prevent slipping.

8. Product Analysis- Primary
research
Aesthetics
This sandal is fairly aesthetically pleasing, with a
mostly warm white colour, with bursts of brightness on
the flowers, as well as a wood- coloured heel. The
whole shoe has a dulled, leathery shine and texture, a
soft leather insole and a plastic-y heal, moulded to
resemble rope.
This may appeal to the target market as they will be
attracted to the scheme, with it’s bursts of colour. They
would also like the softer insole.
To make it more appealing to the target market,
maybe the colour could be less saturated for a more
worn-down look.
Size
The shoe has a heel height of
2.5 inches, and is a size 3. it’s
insole has a length of 225mm
and a maximum width of
80mm. The sole of the shoe is
significantly smaller.
The height may appeal to the
target market ad it is a stage
where they grow a lot and
want to look taller. The shoe
size (3) would also suit the
target market as they are
children and have significantly
smaller feet compared to
adults.
To improve this shoe, I would
make the base larger to make
the shoe easier to walk in.
Environmental Issues
This shoe is not particularly environmentally friendly
as it is made of plastics and leather, which aren’t very
good for the environment.
This may appeal to a target market for reasons other
than the environment.
To improve this product, I would use alternate
materials (see Materials).
After analysing this
shoe, it is clear to see
that it was designed to
look good, and didn’t
really consider factors
such as comfort and
the environment.

9. Design Brief and Specification

10. Initial ideas
Create a minimum of 6 initial ideas that
meet the specification. You must have:
•Colour (Rendering)
•Images next to your ideas showing what inspired them
•Annotations to explain:
How it works
Possible materials
Manufacture
Evaluation notes – likes, dislikes, improvements to the idea if you
took it forward for development
To achieve a high level consider: 3D Drawing, showing different
angles of the product, sectional drawings to show smaller details.

11. Divide this slide into 2 and develop two ideas further using:
•Sketches
•Paper/Card Modelling
Annotate to explain:
How it works
Possible materials
Manufacture
Quality Control
Evaluation notes – likes, dislikes, client feedback, improvements to the idea if you took it forward as a
final idea.
To achieve a high level consider: 3D Drawing, showing different angles of the product, sectional
drawings to show smaller details.
Development – Stage 1

12. Further development towards a final solution through:
•CAD/CAM (Corel Draw and Sketch-Up)
•Any testing of the laser cut models
Annotate to explain:
What you did to make the model and why
How it works
Possible materials
Manufacture
Quality Control
Evaluation notes – likes, dislikes, client feedback, client feedback, further
improvements needed
Development – Stage 2
What idea have you chosen as
a final to take forward for
further development and why?

13. Final Proposal
On this slide:
•Sketch-Up 3D image of your final proposal
•Working drawing of your final proposal (2D
Drawing of all of the parts of your final design
using Corel Draw)
•AIM HIGHER – Orthographic Drawing
•An explanation of the processes you will be
using and why.
•An evaluation of how it meets all points of
your specification.

14. Evaluation