How do you create deep emotional connections between consumers and the products and services that they purchase? In this webcast, Kevin shares his insights on how designers have the unique ability to find the elusive intersection between unmet consumer needs and their subconscious desires.
Creating Products People Love: How Designers Connect Consumer Needs and Desires
1. Creating Products People Love
How do you create deep emotional connections between consumers and the
products and services that they purchase? During this webcast, Kevin will share
his insights on how designers have the unique ability to find the elusive
intersection between unmet consumer needs and their subconscious desires.
Specifically, Kevin will:
Provide insights on how marketing and design teams can best work together to
ensure success
Give a “behind the scenes” look at how designers come up with innovative new
ideas
Discuss the origin of such product successes as P&G’s Swiffer and the OLPC –
“Hundred Dollar Laptop”
Explain journey mapping and how it can be used to ensure all consumer touch
points are addressed
2. AMA Webcast
Creating Products People Love
Presenter:
Kevin Young, Managing Principal, Continuum
Moderator:
Anthony Salas, American Marketing Association
Sponsored by:
The audio portion of today’s presentation is available via broadcast audio.
You can also dial in to hear audio
Participants (US & Canada, Toll Free): 888 223 4959
International Participants: +1 303 223 4389
3.
4. Housekeeping Items
Recording
You will be provided with a recording of today’s
presentation after today’s live presentation.
Twitter
Please reference #whywelike, when tweeting about this
webcast.
You can also visit Continuum’s Twitter page @_Continuum.
6. Creating Products People Love
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How do you create deep emotional connections between
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consumers and the products and services they purchase?
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7. Overview:
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Who am I?
Two very brief case studies
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I’ll need your help…
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Continuum is a design and innovation consultancy.
We partner with our clients to create powerful ideas and realize them
as products, services and brand experiences that improve people’s lives
and grow businesses.
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14. Diversity of experience and perspectives
The nature of Continuum is that of a diverse body of people. Our teams incorporate a variety of skills and areas of
expertise, ranging from consumer understanding, design research, branding, business strategy, experience design,
and engineering.
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26. Understanding people
Continuum’s core competency is understanding people and their needs so we can solve the technical challenges
needed to bring them a great experience. Our approach integrates many different perspectives across a range of
domains. Whether digital experience or packaged goods, established market or emerging market, our focus on
people and their goals helps us frame the opportunities to make a difference.
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27. Creating business success
ONE LAPTOP PER CHILD SWIFFER REEBOK PUMP
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Inexpensive learning tool Changing the market Iconic innovation
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Enabling education New idea, new category Double sales to $2B
DAKTARI PRESERVE TARGET
Emerging markets technology Sustainability: closing the loop Branded shopping cart
Accessible HIV/AIDS testing Mail-back pack Experience innovation
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28. Approach to Innovation
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29. Approach to Innovation
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A few examples….
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31. SWIFFER
Creating a billion-dollar category for
Proctor & Gamble
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Creating a new category
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Building an understanding through ethnographic research
Cleanliness is good. Floor cleaning is drudgery.
The cleanliness of your floor is a reflection
of you. It takes time.
Cleaning the floor is a dirty process.
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34. The Emotional Why: Cleaning creates strong conflicts
The cleanliness of my home is a reflection on me
I want a clean home and a healthy family
.
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Floor cleaning is drudgery.
It takes time.
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35. Opportunity for innovation
Consumer Opportunity:
Quicker, cleaner (for you), easier - so you can
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clean more frequently
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Technical Opportunity:
Entertainment
Don’t clean the thing you clean with, throw it
away
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36. Envisioning the future product family
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37. What happens when you innovate an everyday chore?
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Swiffer is one of the most successful new products that P&G has ever launched
New category creation
Annual sales of $500 million
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OLPC
Creating a hundred dollar laptop to help
educate children
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39. Where is it used?
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39 | AMA Webinar January 17, 2013 DESIGN CONTINUUM
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UN Secretary-General Kofi Annan
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47. Overview:
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Who am I?
Two very brief case studies
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49. 2.Make meaningful connections
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+ + =
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50. PRODUCT
ECOSYSTEM
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51. 2.Make meaningful connections
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SOURCE: http://adsoftheworld.com/media/print/mercedes_benz_left_brain_right_brain_paint
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http://www.goodexperience.com/tib/archives/product_design/
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http://www.goodexperience.com/tib/archives/product_design/
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62. "Adults take note: Pony
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wish to not open the box
around your children if they
may be frightened by a box
with a decapitated horse
inside."
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“It’s hard to get dirt
off the mop sponge”
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65. 2.Make meaningful connections
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SOURCE: http://adsoftheworld.com/media/print/mercedes_benz_left_brain_right_brain_paint
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78. “I want a clean home and a healthy family”
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79. 2.Make meaningful connections
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SOURCE: http://www.thisiswhyimbroke.com/mustache-pacifier
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SOURCE: http://www.toxel.com/inspiration/2009/04/04/20-unusual-and-creative-packaging-designs/
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SOURCE: http://www.toxel.com/inspiration/2009/04/04/20-unusual-and-creative-packaging-designs/
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SOURCE: www.boredpanda.com
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SOURCE: www.boredpanda.com
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BMW’s GINA, an animated cloth car that looks ahead to the future of the automobile.
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88. 2.Make meaningful connections
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=
touchpoints
ecosystem
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91. Design for all touchpoints through journey mapping
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92. Design for all touchpoints through journey mapping
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product
touchpoints
ecosystem
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95. competitive client
landscape capabilities
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environmental trends:
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responsibility design and society
touchpoints
cultural needs key stakeholders/
ecosystem
project influencers
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96. environmental responsibility
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98. competitive
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101. understanding cultural needs
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Source: Rajesh Kumar Sen
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105. competitive client
landscape capabilities
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environmental trends:
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responsibility design and society
touchpoints key stakeholders/
cultural needs
project influencers
ecosystem
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Thank you!
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108. Thank You for your Participation!
Additional questions?
General AMA Questions can be sent to: asalas@ama.org
Recording and slides
You will be provided with a recording of today’s presentation.
Twitter
Please reference #whywelike, when tweeting about this webcast.
You can also visit Continuum’s Twitter page @_Continuum.
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Hinweis der Redaktion
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Endorphins released by the pituitary gland and the hypothalamus
P&G needed help innovating in the home cleaning category. P&G’s business model around floor care had been based on detergents that were used with a mop, and the market had become stagnant, as dozens of other brands competed for household dollars. When P&G was looking to grow through innovation.
Our team conducted design research to see how people cleaned their kitchen floors in cities across the U.S. We sought to understand not just the hows, but the whys of floor cleaning. We also sought to understand the challenge from a functional perspective, exploring the technical aspects of floor cleaning.
Learning from research, but this slide and the next talk about creative problem solving. Discuss conflicts that arise that we juxtapose rather than avoid. Consumers do not recognize the conflicts. We derived that there is a conflict between the desire for cleanliness, and the fact that the process is very dirty. Our hypothesis is that there is an opportunity in making the process cleaner.
And here is the “idea”. The business opportunity. Talk also about how we know we’re done with analysis: Internal consistency – which we will have demonstrated Business precedent – which we can talk about here – the disposable solution is analogous to paper towels. (Also talk about why we look at the context around our specific task during research.) Is it inspiring to designers (or whoever needs to execute on it)
And then we narrow down to the most relevant solutions based on consumer criteria, and relevance for our client’s business.
Swiffer is one of the most successful new products that P&G has ever launched, generating the strongest test market results in P&G’s history of marketing cleaning products. A revolutionary solution to a particularly tedious household chore, the Swiffer and Swiffer WetJet give consumers an entirely new way to clean floors, and the product has enjoyed spectacular success with annual sales of $500 million.
There are three aspects to creating products that resonate with consumers. These are: addressing consumer needs, creating meaning and desire. We’ll talk about each of these in more detail…
There are three aspects to creating products that resonate with consumers. These are: addressing consumer needs, creating meaning and desire. We’ll talk about each of these in more detail…
(funny comment about this image. Something like: it tells you that you need scissors to open these scissors. If I had scissors, would I be buying scissors?)
(funny comment about this image. Something like: this photo is from a bathtub. Why would you ever wan to “scald” something in the tub?)
There are three aspects to creating products that resonate with consumers. These are: addressing consumer needs, creating meaning and desire. We’ll talk about each of these in more detail…
Take cars for example
(ad lib – the front of the mini has a friendly smiling face)
(ad lib – conversely, look at the “face” of the 5 series BMW)
(ad lib – it communicates an aggressive, angry personality)
(ad lib – discuss specific design differences. Eyebrows, upturned/downturned mouth, etc)
There are three aspects to creating products that resonate with consumers. These are: addressing consumer needs, creating meaning and desire. We’ll talk about each of these in more detail…
Take BMW’s concept car, GINA. Who would expect a car to be made of stretch fabric rather than metal (expand if interested)
There are three aspects to creating products that resonate with consumers. These are: addressing consumer needs, creating meaning and desire. We’ll talk about each of these in more detail…
You learned about journey maps a few weeks ago ( confirm this ). This illustrates all the interaction points with a product, brand or service.
And notice that “product” is a relatively small part of this journey. To create a successful consumer experience, it’s imperative that we consider all parts of this system.
And we can also look at a product that might be a little more familiar and exciting. The iphone would not be successful if it didn’t live as part of a much larger – and very well designed – system.
And finally let’s discuss the larger ecosystem that surrounds all of this.
This includes things such as (read categories from slide). We’ll touch on each of these very briefly.
Key point: Physical & Physio similar: Where the differences are in culture and in price. Potty training Method (on demand, pavlovian) Generational support (Culture of the Little Buddah) Shift to urban environment (need help) Opportunity is different (night time) Innovation from Fringe (super absorb)
So this is obviously a lot to take it and a lot to consider when designing a product