OAKLEY VISION PERFORMANCE LAB
CORRIDOR - A RUNNING SUNGLASSES FRAME BY OAKLEY
OVERVIEW
CORRIDOR is a sunglasses frame made for urban runners who want an active & casual lifestyle - for those who craved a pair of glasses that were functional for running but could also cross over to more social and fashionable situations.
This was generative research that resulted in the launch of a product, the Corridor sunglasses frame for runners. Oakley took inspiration from runners everywhere to create Corridor, a frame designed to complete a look that fits an active as well as a casual lifestyle.
RESEARCH OBJECTIVE
To understand the running world and the various segmentations that exist within it, and to understand who runners are and what motivates/influences them.
MY ROLE
Role: Senior UX Researcher. I led this project as the only UXR with oversight from managers.
Team: Oakley, Vision Performance Lab
Timeframe: 2021
USERS
25 runners of all levels (beginner - professional)
Ages 18 - 60+
Mix of gender
Located in the USA, spread across regions (N,S,E,W)
RESEARCH QUESTIONS
METHODS
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We chose qualitative interviewing because it was the best way to uncover the foundational research questions we had. We wanted to interview runners one on one so we could understand their thoughts, feelings, needs, motivations interests, etc. and be able to have a conversation.
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We did detailed research on what exists currently in the market. We wanted to know what other running brands were making: shoes, eyewear, outfits, etc. We did this to see trends in color, fabric, shapes, technology, etc.
INSIGHTS
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“If they an do it, so can I.” Runners go with friends or look to others for motivation, gear choices, running clubs. etc.
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We discovered that there is one other sport industry in particular that is highly connected to running.
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We uncovered how runners prefer to dress, the colors they like, and how they put together the perfect running outfit.
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We discovered that there are certain times of day, days of the week, and occasions that runners utilize for different types of running.
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This reseach led to the creation of 3 personas who differ greatly in their motivations and the gear/brands that they use.
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We collected data about what motivates runners to keep going. Some motivators are others, pushing limits, breaking goals, etc.
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This research uncovered certain design requirements for eyewear that runners need that were crucial to the development of a functional pair of sunglasses.
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This research uncovered deep user perceptions of the best and worst brands in the eyes of runners and also how users felt about Oakley within the running space. This information was turned into a visual graph and mapping for easy understanding.
RECOMMENDATIONS
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Specific frame requirements were recommended to make this frame functional, stylish, and desirable by any gender.
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A workshop was recommended for product, research, design, engineering, and fashion/fabric teams to collaborate.
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It was recommended for Oakley to ideate how to use famous athletes and Olympians to spotlight runner stories and tap into the idolization and influence that runners get from others who are talented in the sport.
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More UXR was recommended to further research the intricacies of how frames affect different personas and genders.
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There was opportunity for Oakley to break into new markets by creating a frame that was more casual and stye-focused rather than Oakley’s typical style which is athletic and functional. There was opportunity for Oakley to create more products for runners than just eyewear, because runners pair together differat products to create an ecosystem.
IMPACT
This research drove the production & design of a running sunglasses frame specific to the functional needs of runners, but with elements of style and urban casual use.
