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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.
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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 successGive a “behind the scenes” look at how designers come up with innovative new ideasDiscuss 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
AMA WebcastCreating 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 audioParticipants (US & Canada, Toll Free): 888 223 4959 International Participants: +1 303 223 4389
Housekeeping Items
Recording
You will be provided with a recording of today’s presentation after today’s live presentation.
Please reference #whywelike, when tweeting about this webcast.
You can also visit Continuum’s Twitter page @_Continuum.
Webcast Speaker
Kevin Young, Managing Principal, Continuum
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Creating Products People Love
How do you create deep emotional connections between
consumers and the products and services they purchase?
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Who am I?
Two very brief case studies
Approach to innovation
Overview:
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I’ll need your help…
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endorphins
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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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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.
Diversity of experience and perspectives
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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.
Understanding people
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Click to edit Master subtitle styleIconic innovation
Double sales to $2B
SWIFFER REEBOK PUMP
TARGET
ONE LAPTOP PER CHILD
DAKTARI
Creating business success
Changing the market
New idea, new category
Branded shopping cart
Experience innovation
Inexpensive learning tool
Enabling education
Emerging markets technology
Accessible HIV/AIDS testing
Sustainability: closing the loop
Mail-back pack
PRESERVE
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Approach to Innovation
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Approach to Innovation
“Right idea. Real result”
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Click to edit Master subtitle styleA few examples….
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SWIFFERCreating 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.
The cleanliness of your floor is a reflection of you.
Floor cleaning is drudgery.
It takes time.
Cleaning the floor is a dirty process.
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The cleanliness of my home is a reflection on me
I want a clean home and a healthy family
.
.
The Emotional Why: Cleaning creates strong conflicts
Floor cleaning is drudgery.
It takes time.
Cleaning the floor is a dirty process
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Consumer Opportunity:
Quicker, cleaner (for you), easier - so you can
clean more frequently
Technical Opportunity:
Entertainment
Don’t clean the thing you clean with, throw it
away
Direction:
”mop” with single use disposable “sponge”
Opportunity for innovation
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Envisioning the future product family
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What happens when you innovate an everyday chore?
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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OLPCCreating a hundred dollar laptop to help
educate children
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Where is it used?
DESIGN CONTINUUM
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UN Secretary-General Kofi Annan
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Who am I?
Two very brief case studies
Approach to innovation
Overview:
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How to create lovable products:
1.Solve people’s needs
2.Make meaningful meaningful connections
+ + =
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PRODUCT
ECOSYSTEM
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How to create lovable products:
1.Solve people’s needs
2.Make meaningful 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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"Adults take note: Pony
comes unassembled in box
with head detached. You may
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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How to create lovable products:
1.Solve people’s needs
2.Make meaningful meaningful connections
+ + =
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SOURCE: http://adsoftheworld.com/media/print/mercedes_benz_left_brain_right_brain_paint
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CONTINUUMINNOVATION.COM © 2010 Continuum LLC | Proprietary & Confidential 76
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CONTINUUMINNOVATION.COM © 2010 Continuum LLC | Proprietary & Confidential 77
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“I want a clean home and a healthy family”
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How to create lovable products:
1.Solve people’s needs
2.Make meaningful 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
SOURCE: www.boredpanda.com
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SOURCE: www.boredpanda.com
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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How to create lovable products:
1.Solve people’s needs
2.Make meaningful meaningful connections
+ + =
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=touchpoints
ecosystem
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Design for all touchpoints through journey mapping
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Design for all touchpoints through journey mapping
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touchpoints
ecosystem
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touchpoints
ecosystem
client
capabilities
key stakeholders/
project influencers
cultural needs
environmental
responsibility
trends:
design and society
competitive
landscape
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environmental responsibility
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competitive threats
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understanding cultural needs
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Click to edit Master subtitle styleImage of Traffic Congestion
Source: Rajesh Kumar Sen
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touchpoints
ecosystem
client
capabilities
key stakeholders/
project influencers
cultural needs
environmental
responsibility
trends:
design and society
competitive
landscape
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Click to edit Master subtitle styleThank you!
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.
Please reference #whywelike, when tweeting about this webcast.
You can also visit Continuum’s Twitter page @_Continuum.
Today’s Presentation was brought to you by the ReadyTalk Web Conferencing Platform. If you are interested in learning more about ReadyTalk and their services, please visit www.ReadyTalk.com/AMA.
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