Nalu is a strategic entrepreneurship project developed collaboratively by Regina Vargasova, Selina Pfeil, Leonie Hohberger, and Lara Selina Cirak.
The project explores a smart-surfing ecosystem that combines product innovation, real-time performance data, and an integrated app experience. My contributions focused on concept direction, UX structure, research, and visual communication.
01 — Challenge
Problem
The surfing market lacks inclusive sizing, personalization, and tech-driven tracking — especially for younger surfers.
Key Challenges
Limited product differentiation in boards & weight classes
Missing fits for women, teens & younger surfers
No real-time performance tracking or local market innovation
Need for a combined physical product + sensor + app ecosystem
Demand for a clear value proposition suitable for investors
02 — Process/Research
Our research focused on validating user needs, defining the market opportunity, and ensuring technological feasibility.
Core Steps
Market & competitor analysis
Defining the target groups (youth, women, beginners)
Problem definition & value mapping
Technical feasibility assessment (sensor + hardware)
Business strategy modeling
Value proposition development
Mapping customer journey + surf-tech trends
03 — Design System
While Nalu is not a traditional graphic design project, a visual and structural system was developed to communicate the smart-tech concept.
Strategic Contributions
Defined the brand’s value proposition & product narrative
Designed a minimal tech-driven visual direction
Developed concept identity + supporting touchpoints
Outlined product ecosystem (board + sensor + app)
Created a clean app interface structure showing the tech integration
04 — Outcome & Learnings
Outcome
Built a complete concept ecosystem: board → sensor → app
Developed a tech-enabled performance-tracking solution
Created a validated product direction with clear market positioning
Established a scalable strategy for future pitch presentations
Learnings
Strengthened interdisciplinary teamwork across product, business & tech
Improved feasibility thinking & investor-oriented communication
Deepened UX strategy skills through modeling flows for physical + digital use
