INFLATABLE AWNING TENTS

PROJECT

Dometic’s inflatable awning range was redesigned between 2021 and 2024 to meet the growing demand for modern aesthetics and premium design in a rapidly evolving market. The previous range had been unchanged since 2015, and the refresh aimed to align with the shifting consumer preference for stylish, durable, and easy-to-use products.

Key Achievements:

At the Caravan Salon 2024, the new range captured 15% of total sales, despite heavy promotions of existing products, indicating strong market acceptance.
The design was especially well-received by younger dealers, with 80% expressing enthusiasm for its modern appeal.

MARKET RESEARCH

The redesign of Dometic's inflatable awning range was informed by a robust market research process, combining consumer insights, trend forecasting, and competitive analysis. Key takeaways from this research included:

Consumer Demand for Premium Design: Through interviews in camping areas across Sweden, surveys, and active engagement in camping and tent groups on Facebook, I gathered feedback from outdoor enthusiasts, campers, and caravan owners. This revealed a clear demand for products that blend modern aesthetics, durability, and ease of use. Customers sought awnings that not only looked visually appealing but also offered practical benefits like faster setup and improved storage.
Competitive Gap: A detailed analysis of competitors in the inflatable awning market, alongside feedback from the sales team, identified a gap in the market for products that combined minimalist design with advanced functional features. Many existing products were either outdated aesthetically or lacked modern, user-friendly features.
Trend Research and Future Forecasts: I conducted in-depth trend analysis via industry websites, where I reviewed articles and reports to identify key future trends in the outdoor and camping sectors. This research confirmed a growing shift toward stylish, user-centric products, particularly appealing to younger, tech-savvy consumers who prioritize ease of use and products that fit into their active, outdoor lifestyles.
Field Test Feedback: The product was well received during field tests, with particularly positive feedback from the next generation of users and dealers. While the core functionality (the “DNA”) of the awning remained the same, the updated design successfully appealed to a younger, modern audience. Dealers also noted that the new design resonated more with contemporary buyers, especially compared to older models. This confirmed that the redesign met the project’s goal of attracting a new generation of users and dealers.

By synthesizing these insights, we were able to create a design that balanced modern aesthetics with practical functionality, positioning the product as a strong contender in a competitive market.

DEVELOP

During the sketch phase, I focused primarily on input from our current campers who live in all-season tents year-round. Their feedback, combined with insights from market studies, customer surveys, and the sales team, guided my design improvements to better meet their needs and expectations. This phase was about refining the product to ensure it was not only modern in style but also practical for long-term use.

Modern Aesthetic: I incorporated feedback from these dedicated campers, who sought a more contemporary look that could withstand the test of time and use. This shift aimed to appeal to a younger audience without sacrificing the durability and functionality needed for all-season use.
Improved CMF (Color, Material, Finish): Based on trend forecasting articles and data, I updated the CMF elements to ensure they met both aesthetic and practical requirements. The materials selected were durable enough to endure harsh weather conditions while providing a visually modern finish that aligns with the preferences of the evolving market.
Tent Structure and Size: I reworked the tent's skeleton to make it appear larger, more spacious, and structurally robust, meeting the needs of campers who rely on their tents for year-round use. These improvements enhanced both the comfort and functionality of the tent in various environmental conditions.
Small Details for Long-Term Use: Special attention was given to the smaller details, such as the curtains, zippers, and internal components. These elements were refined based on user feedback to improve ease of use, longevity, and overall comfort for campers who live in the tent all year round.

The sketch phase was key to ensuring the product aligned with the real-world needs of our dedicated campers, focusing on modern design while prioritizing durability, practicality, and long-term usability in all seasons.