Cricut knew that in order to reinvent the brand and the products offered by it, they needed a deep understanding of what makes crafters do what they do, including their motivations and unmet needs—both functional and emotional.
We developed and executed custom ethnographic, qualitative research among over 60 crafters. We went in-home to watch and record how they designed, cut, glued, quilted, nailed, assembled, embossed, failed, and won. That’s what we liked most.
We identified creative freedom as the key Crafter need, recommending four innovation platforms to deliver it — a design app, online content, and expansion in materials cut, and a portfolio of progressively adaptable machines — all of which now exist. cricut.com