part 3 c of 7 part Case Study

1 Product development

Luxury brand Case Study

2

Notes

3

November 2012

Max Ruckman, Black & Decker HHI

Bill O’Connor, Source, Inc.

Andrew Schechterman, MS, PHD

Michael Eckersley, MFA, PHD

Luxury Brand

Business

Development

Case Study Part 3 c

www.maxruckman.com

4

Brand research / ethnography

5

Ethnography

Brand Strategy

Development and

Creation Design of a

branding System For

Project PAROUSIA

Development

6

7 Branding objective

process

Designer-Arbiter & Client-Consumer: User Research

User Research

8

objectives

9

help

inform

a new

hardware

brand and

platform

objectives

10

objectives

11

objectives

12

provide conceptual representations of insights,

conclusions and recommendations

objectives

13

Design for Experience Method and Process: Quick Primer

Primer

14

Design for Experience Method: High-Level

Primer

15

Design for Experience Method: In-Depth

Primer

16

a wide or horizontal view yields a commodities or manufacturing view of humans as customers

Seeing Customers – Humans – Experience

“I am Me” By Becky Weraer I am funny. I run, sing and play. I like dogs. I’m a sister.

Primer

17

a zoom or vertical view yields a market view of customers as humans

Primer

18

Seeing Customers – Humans – Experience

“I am Me” By Becky Weraer I am funny. I run, sing and play. I like dogs. I’m a sister.

a microscopic view demands patience and skill, but yields critical insights

Primer

19

Seeing Customers – Humans – Experience

“I am Me” By Becky Weraer I am funny. I run, sing and play. I like dogs. I’m a sister.

Discover & Refinement Opportunities Everywhere

Primer

20

Discover & Refinement Opportunities Everywhere

Primer

21

Primer

22

Discover & Refinement Opportunities Everywhere

Primer

23

Discover & Refinement Opportunities Everywhere

Culture + Context = Everyday Realities

Primer

24

Human Data - Personas - Archetypes - Design Filters

Primer

25

Primer

26

Archetype as Human Continuum

Primer

27

Primer

28

Archetype as Human Continuum

Express, Search, Manage, Realize and Manifest

Primer

29

Participants

participants

30

Participant Geography: Current and Previous

participants

31

Arbiters

32

Arbiters

33

Kim

Arbiters

34

Lucy

Arbiters

35

Martha Ann

Arbiters

36

Kathy

Arbiters

37

Client - Consumers

38

Client consumers

Liz & Robert

39

Client consumers

Marlise&&& Mike

40

Client consumers

Leslie & Family

41

hybrids

hybrids

42

hybrids

43

Annie

hybrids

44

Brad

hybrids

45

melanie

hybrids

46

Data points, Touch points, Moments of Truth, Constructs

47

Touchpoint universe

48

Arbiter - relevant touchpoints

49

Consumer relevant touchpoints

50

Builder / architect – relevant touchpoints

51

Touchpoints of shared relevance (consumer – arbiter)

52

Touchpoint constellation construct

53

Touchpoint constellation construct

54

Touchpoint constellation construct

55

Touchpoint constellation construct

56

Problem Solution Spaces

57

Problem – Solution Space #1

Problem solution spaces

58

Problem – Solution Space #2

Problem solution spaces

59

Personas Archetype

60

Interior Designer Archetype: Carole

61 Personas Archetype

Interior Designer Archetype: Carole

62 Personas Archetype

Client Couple Archetype: Leslie and Doug

63 Personas Archetype

Client Couple Archetype: Leslie and Doug

64 Personas Archetype

Relationship Continuum Archetype: Client Leads

65 Personas Archetype

Relationship Continuum Archetype: Collaboration

66 Personas Archetype

Relationship Continuum Archetype: Arbiter Leads

67 Personas Archetype

Scenario of Use and Validation

68 Personas Archetype

69 Personas Archetype

70 Personas Archetype

71 Personas Archetype

72 Personas Archetype

73 Personas Archetype

74 Personas Archetype

75 Personas Archetype

76 Personas Archetype

77 Personas Archetype

78 Personas Archetype

79 Personas Archetype

80 Personas Archetype

Conclusions and Recommendations 1

81 Conclusions and recommendations

82

Conclusions and Recommendations 1

Conclusions and recommendations

83

Conclusions and Recommendations 1

Conclusions and recommendations

84

Conclusions and Recommendations 2

Conclusions and recommendations

85

Conclusions and Recommendations 2

Conclusions and recommendations

86

Conclusions and Recommendations 2

Conclusions and recommendations

87

Conclusions and Recommendations 2

Conclusions and recommendations

88

Conclusions and Recommendations 3

Conclusions and recommendations

this might be thoughtfully branded project

workbooks, bags or other items that would

make easier the arbiter's and/or client's life

89

Conclusions and Recommendations 3

Conclusions and recommendations

90

Conclusions and Recommendations 3

Conclusions and recommendations

91

Conclusions and Recommendations 3

Conclusions and recommendations

homes designed to a particular stylistic theme throughout (e.g.. rocky mountain

lodge, cape cod bungalow, italian-tuscan) do exist, however, they do not appear to be the

norm among our participants (at present)

92

Conclusions and Recommendations 4

Conclusions and recommendations

we find evidence of stylistic eclecticism in the specification of interior materials, surfaces, furnishings and details

there is a significant amount of beautiful, functional,

sustainable (though expensive) door and bathroom

hardware, available - many of these items are in niche markets; some, such as southwest door’s hardware are

offered in “handmade, architectural families.“

93

Conclusions and Recommendations 4

Conclusions and recommendations

there are certain items they’re willing to purchase without having “laid hands" or placed in context of the existing space, though this seems difficult for the hardware decision

94

Conclusions and Recommendations 4

Conclusions and recommendations

brochures are detailed, and clients seem willing to do the work to locate items of interest, to see and touch for themselves

95

Conclusions and Recommendations 5

Conclusions and recommendations

96

Conclusions and Recommendations 5

Conclusions and recommendations

97

Conclusions and Recommendations 5

Conclusions and recommendations

target the arbiter to launch, they have “access” to the transactor

98 What did the research tell us?

in the beginning the arbiter is the storyteller

over time the brand can carefully begin to assume this role

99 What did the research tell us?

100 What did the research tell us?

101 What did the research tell us?

102 What did the research tell us?

promote the brand to the arbiter (& through him/her to his/her client) with “things” (artifacts, workbooks etc.) that support the brand’s meaning of discovery

103 What did the research tell us?

November 2012

Max Ruckman, Black & Decker HHI

Bill O’Connor, Source, Inc.

Andy Schechterman, MS, PHD

Michael Eckersley, MFA, PHD

Luxury Brand

Business

Development

Case Study Part 3 c

www.maxruckman.com

10

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