Aquent/AMA Webcast: Creating Products People Love

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.

Twitter

Please reference #whywelike, when tweeting about this webcast.

You can also visit Continuum’s Twitter page @_Continuum.

Webcast Speaker

Kevin Young, Managing Principal, Continuum

6 | AMA Webinar January 17, 2013

Click to edit Master title style

Click to edit Master subtitle style

Creating Products People Love

How do you create deep emotional connections between

consumers and the products and services they purchase?




Who am I?

Two very brief case studies

Approach to innovation

Overview:




I’ll need your help…





endorphins










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.




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





































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



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




Approach to Innovation




Approach to Innovation

“Right idea. Real result”



Click to edit Master subtitle styleA few examples….




SWIFFERCreating a billion-dollar category for

Proctor & Gamble




Creating a new category




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.




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




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




Envisioning the future product family




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




OLPCCreating a hundred dollar laptop to help

educate children




Where is it used?

DESIGN CONTINUUM
















UN Secretary-General Kofi Annan










Who am I?

Two very brief case studies

Approach to innovation

Overview:







How to create lovable products:

1.Solve people’s needs

2.Make meaningful meaningful connections

+ + =




PRODUCT

ECOSYSTEM







+ + =




SOURCE: http://adsoftheworld.com/media/print/mercedes_benz_left_brain_right_brain_paint



















http://www.goodexperience.com/tib/archives/product_design/




http://www.goodexperience.com/tib/archives/product_design/










"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."







“It’s hard to get dirt

off the mop sponge”







+ + =




SOURCE: http://adsoftheworld.com/media/print/mercedes_benz_left_brain_right_brain_paint































CONTINUUMINNOVATION.COM © 2010 Continuum LLC | Proprietary & Confidential 76




CONTINUUMINNOVATION.COM © 2010 Continuum LLC | Proprietary & Confidential 77




“I want a clean home and a healthy family”







+ + =




SOURCE: http://www.thisiswhyimbroke.com/mustache-pacifier




SOURCE: http://www.toxel.com/inspiration/2009/04/04/20-unusual-and-creative-packaging-designs/




SOURCE: http://www.toxel.com/inspiration/2009/04/04/20-unusual-and-creative-packaging-designs/




SOURCE: www.boredpanda.com













BMW’s GINA, an animated cloth car that looks ahead to the future of the automobile.










+ + =







=touchpoints

ecosystem




Design for all touchpoints through journey mapping




Design for all touchpoints through journey mapping






Click to edit Master subtitle style product

touchpoints

ecosystem



Click to edit Master subtitle style product

touchpoints

ecosystem

client

capabilities

key stakeholders/

project influencers

cultural needs

environmental

responsibility

trends:

design and society

competitive

landscape




environmental responsibility







competitive threats










understanding cultural needs



Click to edit Master subtitle styleImage of Traffic Congestion

Source: Rajesh Kumar Sen










touchpoints

ecosystem

client

capabilities

key stakeholders/

project influencers

cultural needs

environmental

responsibility

trends:

design and society

competitive

landscape






Click to edit Master subtitle styleThank you!

Thank You for your Participation!

Additional questions? General AMA Questions can be sent to: [email protected]

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.

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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Aquent/AMA Webcast: Creating Products People Love