Tween Girl Tech
Forging a relevant and inviting hardware and digital experience for an underserved market
Zuzee, a startup operating on a limited budget, approached Forge. The challenge? Defining an entirely new hardware and digital experience for a vastly underserved market: tween girls. The initial concept involved wearable hardware paired with an online subscription platform for sharing. Budget constraints and the highly specific demographic made this a unique challenge.
Forge adopted a user-centered design approach to validate Zuzee's original concept and recommended a strategic pivot to an online service for the initial launch. Through extensive focus group sessions and rapid prototyping with tween users and their parents, Forge gained invaluable insights that revealed a market opportunity. Interviewing kids required a nuanced, strategic, and intentional approach. Forge identified a minimum set of distinctive features that could be developed within Zuzee's budget, allowing for swift market entry.