Design Thinking: TELETIES


(Image courtesy of TELETIES)

In Graduate School, one of the buzzwords professors love to discuss is "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables a company to understand consumer needs to serve their audience better. For this project, I contacted different companies to learn how the organizations apply Design Thinking into their market offerings. I had the opportunity to talk with Kimberly Devitt, APR , VP of Public Relations, to learn more about the mission and vision of the TELETIES. .



(Image courtesy of TELETIES)



1. What makes TELETIES different from other hair ties on the market?

Sick and tired of hair ties performing poorly both on the soccer field and later on in life as a mom on the go, TELETIES Founder Lindsay Muscato wanted to make hair ties that were not only functional, but fashionable and less damaging to hair. She conceptualized designs, researched materials, and tested prototype after prototype until she created the ultimate replacement to the traditional hair tie: TELETIES.

(Image courtesy of TELETIES. Image depicts founder Lindsay Muscato )



2. How does TELETIES stay ahead of upcoming trends?

We are a female-founded business, focused on designing products for women that simplify their lives and elevate their every day. As we look to the future, we share a commitment to thoughtful design, collaborative culture and continued innovation. Data-driven insights from successful product launches help us make better decisions for the future. Our team - and the teletribe we have built together - also serve as daily inspiration. We use this inspiration, along with consumer feedback, to breathe new life into our colors, patterns and designs. One thing is for sure, we definitely care about hair.



(Image courtesy of TELETIES)

3. How does TELETIES incorporate its mission and vision into its product offerings?

An innovative idea is not enough to build a global brand. We knew we were on to something really special but also knew research and planning would be required to map out product development and assortment strategy for future brand-positioning. The opportunities are truly endless, so it can be daunting to take the time needed to truly discern the alignments required for future brand success. One thing was certain: a commitment to corporate philanthropy is critical to our mission. A certified Women’s Business Enterprise (WBE) by the Women’s Business Enterprise National Council (WBENC), TELETIES ranked 397 on INC5000’s fastest-growing companies in the United States in 2021. With every TELETIES purchase, a donation is made to FORCE: Facing Our Risk of Cancer Empowered, a non-profit organization that improves the lives of those affected by hereditary cancers. Since 2017, TELETIES has donated more than $200,000 to the organization.



(Image courtesy of TELETIES)

4. What is the future of the company?

By combining both fashion and function, TELETIES has uniquely disrupted an otherwise stagnant category and has elevated the brand to new heights. Well-positioned with our coiled hair ties within the apparel, gift and hair care space, TELETIES has a unique opportunity to infiltrate new product categories. Even more compelling, buyers of hair care products and accessories are often motivated by a product’s performance over fashion alone. Before TELETIES, there had been little to no innovation in the hair care space and thus we became a category disruptor in our industry. This leads us to believe there are remaining gaps that remain the marketplace. We are excited about continued product line expansion and company growth.




(Image courtesy of TELETIES)

Me on my first day of graduate school

Rachel Huss

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