Design Thinking: Dew Edit


(Image courtesy of Dew Edit. Image depicts founder Kaitlyn Bristowe)


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 Dew Edit to learn more about the mission and vision of the company.



(Image courtesy of Dew Edit)


1. What inspired founder Kaitlyn to create the company?

After coming off of her season of the Bachelorette, Kaitlyn was suffering from hair loss and would often turn to scrunchies to help protect her hair. Kaitlyn has always had an entrepreneurial spirit and it only made sense to that would venture into the world of scrunchies after they made such a difference in her life. So, on one of their annual trips to Hawaii, Kaitlyn and Clio came up with the concept of Dew and launched the brand in 2017!


(Image courtesy of Dew Edit)

2. How does Dew Edit create its wide product variety? It’s truly a team effort from our incredible community of Scrunchie Gang members, to our in-house “dew crew”. Collaboration is the name of the game over here! It’s a very dynamic process and we love using social media as a way to gauge what specific products our customers want to see from us. If we’re ever stuck on an idea and can’t quite finalize it, the answer is quite simple…take it to the Scrunchie Gang!



(Image courtesy of Dew Edit)

3. How has Bachelor Nation impacted Dew Edit? In ALL the best ways. The true pulse of our business is our community and the incredible individuals that make it what it is today. We couldn’t be more proud of the phenomenal group of human being’s we call the Scrunchie Gang and know a large portion of those folks are also members of Bachelor Nation! I mean really, you know how passionate, loyal and supportive this group is! We’re so grateful.



(Image courtesy of Dew Edit. Image depicts founder Kaitlyn Bristowe)

4. What is the future of the company? As Dew continues to grow, our ultimate goal is to continue to make it the most fun, uplifting and engaging brand possible. A brand that prioritizes sustainability by sourcing environmentally friendly packaging and working with ethical, local factories to support our economies as best as we can, right here in North America. We also just launched our first round of Apparel, which has been a whole new ball game for us! We’re looking forward to expanding our brand and strengthening our community.



(Image courtesy of Dew Edit)

Me on my first day of graduate school

Rachel Huss

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