2017 summer I had 2-months ID internship at Skullcandy in Park City, Utah. I put considerable amount of time in user-centered research and applied on wireless earbuds design. 

What is Skullcandy?

Since 2005, Skullcandy has been known as stylish headphone brand in ski/snowboard/skate community. It is also recognized as affordable youth-culture influenced brand. But what does Skullcandy mean to the user in 2017? What do people love about Skullcandy? To understand the "Brand Magic", I asked people in the US, Canada, and Taiwan, and also conducted interview from Gen Z, millennials, and Gen X.


Brand perception and Gen Z

Market Research

Concept development