JOBY Wavo Pro – The Must Have Vloggers Accessory
Joby, a global brand that is trusted and loved by content creators around the world had the ambition to enter the microphone market and create a product that could immediately pack a punch in an already competitive marketplace. To build on their in-house technical expertise and acoustic knowledge, Joby called on Smallfry to provide fresh insights, design support and engineering expertise to package their new and exciting technology into a product that was bold enough to lead the market whilst maintaining their brand values for products that are fun and easy to use.
The Result…
A premium microphone design that delivers professional sound quality without needing to be an audio expert, with features specifically designed to make it the perfect accessory for any emerging vlogger, storyteller or content creator. Providing great results in a fun and appealing design that is simple and fun to use.
The CHALLENGE
The JOBY Wavo Pro needed to stand out in the crowd to capture the attention of its content-thirsty, fun loving and fast paced target audience. The design needed to be robust enough to be on the go 24/7, pack in a lot of features and still look fresh. All whilst fitting in perfectly with the existing Joby product portfolio. It needed to offer something new but be quick and easy to use.
The WHY
Content creation is big business. As platforms such as Instagram, Snapchat and TikTok focus more on short form video, they are becoming the perfect place for brands to engage and monetise their audiences whilst providing opportunities for the up-and-coming creator.
With more than 50 million content creators and a market value estimated at $20Bn which could rocket to $104 Bn by the end of 2022, it’s no surprise that video and audio expert companies like Joby are looking to capture a healthy amount of market share. As technology improves and becomes more accessible, amateur content creators through to the professional influencer can deliver high quality, engaging content that really makes an impact. Consumers are craving App driven, hyper creative content that offers something fresh and are seeking out brands that reflect their core values. Part of Joby’s master plan was to include features that satisfied this demand.
The TECH
With superior sound and a quality metal body, the Wavo Pro brings a carefully tailored feature-set to give great results without complex set-up, saving valuable time in post-production. A second mic input through the Wavo Pro pre-amp, active noise reduction, second safety track and a new sound management App means the Wavo Pro can challenge the best of the competition head on. Selfie and interview modes can be swiftly set-up to capture any scene as fast as it happens, and the plug and play nature means content creators can focus 100% on content not the equipment or environment.
It is a product designed to never miss a beat.
Key features and benefits:
· Active Noise Reduction – No rumble, wind, handling noises or bumps to deal with
· Second Mic Input – Interview ready with integrated second microphone input
· Intuitive LEDs – On both Front and Rear with level indication
· Sound Management App – Quickly manage and customize sound, and share settings
· Safety Track – Lower level back up recording in case the main track clips out
· Professional Grade Sound – True to life, crisp and clear sound
HOW
In order to disrupt the market, Joby knew that they needed a product that looked great whilst delivering top end sound quality. A plug and play system that looked funky, included the Rycote patented Lyre suspension system, sounded great but was also easy to use.
Agility and Awareness
One of the benefits of bringing in external dedicated design teams such as Smallfry is the injection of fresh ideas, knowhow and insight. An energy and an agility that helps challenge the status quo without losing focus on the end deliverables. With past experience of working together, Joby had confidence in our design and engineering capability. We understood their market and had existing knowledge of their business as a long-term supplier. This made it possible to fast track the development process. To create concepts and compelling visuals to quickly understand what resonated with the company and market, to challenge boundaries whilst respecting their values and brand DNA.
It became a partnership.
Doubling Up
The goal was to develop a stylish base product from which two variants could be produced, stealthily increasing revenue potential and opening up new audiences. With clear differentiation in features and product details, the JOBY Wavo Pro and DS variant are designed to become the flagship product in their newly established product line. Laying the foundations for future additions.
Engineering Expertise
Engineering competence and a robust design was crucial for a product that is mobile and on the go. No stranger to the bike park or beach, the equipment needed to perform regardless of its environment. Selection of materials, construction and manufacturing process, combined with problem-solving skills to fit a huge range of features into the smallest package was key. All without compromising audio quality, style or usability. Understanding manufacturing needs and the ability to provide detailed production design data ensured the road to the final product was smooth and underlines the attention to detail and prototyping that is required for successful product development.
Design challenges included:
· Acoustically isolating the Mic body from the mounting base to reduce handling noise
· Accommodating acoustic requirements of the Microphone capsule managing air volumes and mounting requirements
· Fitting a wide range of features into a small package, ensuring the key interface points are positioned for ease of use
· Complex routing of wires and connectors to maintain a small envelope
· Designing foam windshield as a key visual feature, whilst maintaining required acoustic thickness and manufacturable form
· Die-cast casing to provide EMC shielding and a robust structure
Sleek, well balanced, and intuitive
The end result was a product that could easily fit in a pocket or bag and then in an instant, be whipped out to perform perfectly. It is a design that understands it user and seeks to impress them.
Summary
As our thirst for new content and App driven experience increases and technology and platforms continue to provide new opportunities, businesses must take note: It is imperative they seek out new demands and trends if they are to avoid being left on the burning bridge.
At Smallfry we merge fresh ideas with technical capability. We understand the desires and drivers that help engage an emotional response and can help transform products from being good into be great.
Photography Credit: Joby.com
Contact Us
If you need to level up your Innovation Strategy or have the seed of a new idea and need support in taking it to the next level, get in touch with us on design@Smallfry.com
