the state of feeling lack of basic human requirements

Customer need

Tablet I need a device which is more compact and convenient to carry for work during the day

I need a device to work and play more effectively

This is all you need

Customer insight

hidden deep thought

People think that the thinnest hi-tech device is the most convenient and the best one

ipad normal tablet

Strong insight specific

exciting fresh relevant

actionable

Resonate with consumer

from reality

Answer the question: “WHY”

Ipad Air

Consumer need: a new model which is stronger and lighter

than the current Ipad

Stronger: A7 chip, M7 coprocessor, iOS 7 Lighter: 20% thinner, 28% lighter, 24% less volume

Ipad Air

Consumer insight: people think that the latest updated version of product is much better than the current one.

Always -innovating -updating

-introducing new versions of

product

Nguyễn Bá Lộc Nguyễn Phương Vi