SY Design worked together with the team at Under Armour in Maryland to design a technical bow hunting collection.  We have hunting experience but were not bow hunters, so we gathered feedback from hard core users, and spent some time at the archery range shooting bows in outerwear to get a better feel for what features the jackets might need.  Whenever we design for anything where we are not avid users we spend a lot more time on the research phase, diving deep into details and minutia to attempt to better get inside the heads of people who are using the products daily.  We are often inspired to become users through our design projects.