Cool and Sweet

Skullcandy Personal Speaker

Helping an headphone brand enter the portable audio market.

To break into the portable audio market, outdoor audio leader Skullcandy came to KINSPRING for product strategy and design that include a line of innovative products and design.

KINSPRING and Park City headphone brand Skullcandy identified a new business opportunity in personal audio. To compete with lifestyle brand leaders, Skullcandy asked Kinspring to develop a new portfolio of docking speakers, and to refresh of PIPE series.

Several rounds of ethnographic and market research were conducted to identify target segments. The distinct customer group emerged with clear preferences around features, functionality, and price.

More than 6 product concepts were presented to target-consumers for feedback. One product was downselected and roadmapped for release. This device was carefully crafted to generate a sizable opportunity through a combination of function, performance and proven cultural resonance.

We repositioned PIPE series to meet specific customer needs and aspirations. SuperPIPE, deeply rooted in the skate, snow board, and outdoors, appeals to a youth market in need of durable products with big sound. With a mixture of vintage and modern styling, Packaging concepts, carefully designed to adhere to Apple Store guidelines, was crafted for SuperPIPE to showcase the new model.

SuperPIPE hit the market in late 2009, a pipe-shaped "Ready for Anything" iPhone docking speaker tailored for the brand's 13-29 year old audience. With a durable aluminum cylinder and dust sealed body and able to go out with its battery pack, the portable SuperPIPE delivers quality sound in a glossy and shock-resistant body.

Nearly a dozen new concepts were experienced with Skullcandy within that year, cleanly establishing SuperPIPE as an innovative speaker in personal audio series.