Didi's original driving helmets are ODM products. Through the questionnaire survey and feedback of driving drivers and the recovery analysis of damaged helmets, we found a series of pain points and deficiencies in actual use. And the existing helmet has not satisfied the brand image of Didi, the need for a unified upgrade of offline materials.
During the research phase, we visited drivers offline to record and analyze the behavior patterns and preferences of different users, as well as the wearing specifications and requirements of head-mounted products in various regions. At the same time, we also conducted in-depth co-creation and brainstorming with Didi Design and Creative Department to determine the basic color matching and style characteristics of the products, aiming at creating a more distinctive visual image in line with brand characteristics. On the other hand, through communication with factory technicians, we can deeply understand the production technical specifications and functional requirements standards of helmets, and carry out conceptual design on this basis. Taking into account the temperature difference in the four seasons, the demand for winter helmets has been added to make the driver's dress more standardized in the four seasons.
In the actual product design, it is considered that not only the demand of the driver for the personalized helmet should be taken into account, but also the service attribute of the brand should be met. The final decision maker of this design is not only the person in charge of Didi design, but also solicited opinions from the driver group through questionnaires and voting. Therefore, we have made various trade-offs and balances to ensure that we take into account the demands of both parties on the use of helmets.
In terms of product form, the air inlet on the front of the helmet is a horizontal D-shape, which is consistent with the brand symbol and also conveys the brand image of smile and affinity to customers. The air inlet and the shape are integrated on both sides through streamlined features, so that the helmet has more sports attributes and meets the requirements of wind resistance and air duct in outdoor riding. The integrated sliding back shape enables the product to meet the pursuit of personalized design by substitute drivers. The D-shaped lamp bead design of the tail lamp further deepens the visual communication of the brand characteristics.