UX / UI Designer. Product Visual Designer. Pizza Lover. Breaking Bad Fan. Soccer Fanatic.

Slamm Scooters

Redesigning Slamm Scooters complete scooters, to bring them to improve performance and strength, while maintaining the Slamm aesthetic.

Slamm Scooters
First custom mould range
Brand Manager + Product Designer

Creating a range

Slamm Scooters was established in 2011. It used stock parts from factories to fulfil a gap in the market that needed scooters that could offer strong performance at a lower price point. However, after 7 years Slamm needed to create unique and independent components to stay in competition with other brands.

Slamm has a whole range of scooters, that enter the market at different RRPs based on the specifications. Therefore several versions of components needed to be made offering different performances for qualities such as strength and user ability.

Slamm Scooters has since gained more market share and has had record sales in the last two years since the redesign.

Components reimagined

Every scooter is judged by its components and aesthetic. To succeed, it was important to redesign the deck, wheels, forks, clamp, and connector and add protection from failing tricks for longevity.

The Brief

To create a number of new components using different manufacturing methods and creating different priced options to create an entire range. Components needed to be stronger and offer better performance, while also addressing the issues found through user feedback sessions that would help users progress in ability.

The problems:

The main task was to provide several different fork options based on performance and strength, as well as improve the overall longevity of the scooter. Users expressed that they needed a larger foot space area and that deck, connector and fork snaps were too common.

  • Fork Breaks:
    A number of forks were having to be replaced, after breaking. This was at a cost to the company and gave our returns office a higher-than-usual work load.

  • Deck/Connector Breaks:
    We were having similar issues with breaks with our decks and connectors (part of the deck). This would need redesigning to counter and protection created to prevent this from happening.

  • Using New Manufacturing:
    Slamm was behind its competitors in using some manufacturing methods to create stronger components such as forging and CNC-processed parts.

  • Varied Price Range:
    One challenge was creating a new set of scooters that would compete at different prices. Controlling costs spend on individual components and creating a full range of scooters.

  • New Branding:
    Slamm had little in terms of image or branding. With the new overhaul of components, it was important to create a recognisable brand image and values, represented in the scooters.

The Opportunity

Slamm Scooters not only needed a new look but there was an opportunity to bring in superior performing parts that would increase the scooter's longevity as well as improve its reputation. By solving the issues outlined and remaining a more affordable brand, Slamm would be able to take a larger market share across a wider price range.

Fork Prototyping

We planned to create three different new forks, one punched, one extruded and one that was forged. 3D prints were created at the initial stages, and then CNC models were made before the final pieces.

  • Key insights from the prototyping stages helped us define where the common breaking points were and how that could differ between each manufacturing method. We also focussed heavily on creating the correct offset (how far the axle hole is off-centre) as this impacts the overall feel of the scooter. For this, after CNC samples were created, we tested the forks with user groups at a local skate park.

The Result

A varied range of forks that outlast its predecessors

  • Through constant testing and redesigning, we were able to create a range of forks that performed better on impact tests than the previous. We also used three different types of manufacturing techniques; forging, CNC, and extrusion. All of which had not previously been used before for these components. Each fork was made to different constraints and was guided by test results for elements of the design.

Redesigning the deck

Increasing strength and durability whilst reducing weight.

  • It was important to work with end users to discover where they placed their feet and how different connector shapes would give them better control when performing tricks.

    We also tested different connector angles, in combination with the angle of the headtube, to create the ideal responsiveness. A new larger deck shape was designed with additional supports running through the extruded shape.

    Deck blocks, that plug into the front and the rear of the deck were created to protect the deck from impacts. And to reinforce the Slamm branding. It was important to keep these as light as possible whiles also offering a good level of protection. 3D printing was important to quickly decipher which design not only looked great but performed the best.

The Result

A stronger, sleeker deck, that lasts longer.

  • Through consistent strength testing and working with end users to discover the most common breaking points, the connector, deck, and protective blocks resulted in a high-performance deck that is capable of withstanding common scooter impacts in skate parks.

A whole new Slamm

The new deck with protective ends has improved the performance of the scooters not only in user feedback but also in sales. The forks allowed us to position the brand at new price points which have given Slamm the most profitable range ever. Along with these major changes, new wheels and graphics were produced. All of these changes were made in combination with a branding refresh, which saw new colour themes, logos and graphics produced.