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Design Thinking: SALT.

(Image courtesy of SALT.)

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 to their market offerings. I spoke with Craig M., Head of Marketing, and learned more about SALT.

(Video courtesy of SALT.)

1. What makes SALT. different from other brands on the market?

SALT. is a premium eyewear brand focused on high quality construction and timeless design. All our glasses are handmade in Japan using only the best materials. This includes Japanese acetate and Japanese aerospace grade titanium. All our hardware is best-in-class and the lenses we use in our sunglasses utilize advanced coatings and filters to create the perfect balance of color and light transmission. We want you to have a pair of glasses that will last the test of time.

(Image courtesy of SALT.)

2. How does SALT. stay ahead of upcoming trends?

Our goal is to make something that is timeless. We produce custom Japanese acetate colors that are inspired by nature and the shapes we produce are reengineered classic eyewear pieces that are brought into the modern era. In other words, we focus on improving the fit and function.

(Image courtesy of SALT.)

3. Where does SALT. draw inspiration from during the design process?

Our designers are opticians and they look to classic eyewear pieces for inspiration from various influential time periods. They then figure out ways to improve the fit and overall performance. Our color palette has always been inspired by nature. The current collection is inspired by the glacial rivers found in Iceland.

(Image courtesy of SALT.)

4. How does SALT. incorporate its mission and vision into its product offerings?

We want you to have the best pair of glasses, a pair that can be passed down through generations. A love for design and premium craftsmanship is evident in each pair.

(Image courtesy of SALT.)

5. What is the future of the company?

SALT. just opened its first retail store in Los Angeles. We wanted to build a place that housed the entire collection and displayed our commitment to exceptional customer service. The space provides an elevated experience. You can talk with our on-site opticians and explore the entire line. We even offer some customization options if you want to make a truly bespoke pair of glasses. You can learn more about the store here: or watch the video tour:

(Image courtesy of SALT.)


Me on my first day of graduate school

Rachel Huss

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