Innovation Strategy and Service Design - Athene
description
Transcript of Innovation Strategy and Service Design - Athene
Strategic Innovation in Product/Service Design
SVA MFA IxD \ Sunnie Sang !
2013.12
WHO
WHAT
TINA 26, freelance designer and student
in New York City
!
• loves design
• Brooklyn - Manhattan
• School - workplace
• Monday - Friday
• Carries laptop everyday
• Subway + walking
TINA’s challenges 26, a freelance designer and design
school student in New York City
! • Backache + stiff shoulder
• Cannot find a bio-fit laptop backpack which can also match with her outfit.
TINA’s need 26, a freelance designer and design
school student in New York City
!
A comfortable way to carry her laptop and everyday stuffs, to avoid further back problems !Fashionable to fit her everyday look, make her feel confident in school an workplace.
self-esteem
safety and security
HOW USERS CHOOSE BACKPACKS
“GOOD- LOOKING” COMFORTFUNCTION> >
DESIGNING BACKPACKS FOR WOMEN
! The shoulders are narrower !! The torso is shorter Different hip belts
why women’s backpacks should be different?
ComfortAppearance AccesibleLong-lastingOrganizedPrice
6 ATTRIBUTES OF USERS NEEDS
how
MAINSTREAM BACKPACKS IN CURRENT MARKETPLACE
Digital Accessory Outdoor Brand High-end Designer’s Brand (eg. Prada, Marc Jacobs) Casual Brand
AccessibilityOrganizedLong-lasting
Bio-fit
Painstaking
Fashion
General Expensive
Free
Stuffs unorganized
and not handy
Stuffs organized and handy
(Good quality) Last for
a long time
Easily access and low time-
consumed
Hard to access and
high time-consumed
Digital Accessory
User’s need
Outdoor Brand
(Bad quality) Last for
a short time
High-end Designer’s Brand
Comfort PriceAppearance
Casual Brand
USER’S NEED vs. ALTERNATIVE PRODUCTS
CHANNELS
Official online store
Official retail store
Zappo’s
Bestbuy
Computer store
0 1 2 3 4
Effectiveness Accessibility Brands Diversity
* Results need further market research
WHAT
ELEMENTS OF INNOVATIVE STRATEGY
High-Stakes Challenge
• Provide high-quality, bio-fit and fashionable design laptop backpack for young female consumers !!Diagnosis
• Establish a women's laptop backpack brand with high quality products and high brand-awareness • Entering the market with innovative brand positioning, dealing with potential competition in the
marketplace !!Guiding Policy
• Focus on the target consumers: women age 20-35 • Gather product design resources to provide high quality offerings to meet target consumers needs • Customer service and product experience • Effective brand communication with customers, building a community
!Coherent actions
• Continually researching and gathering supporting information from users and market; • Closely cooperate with experience product designer and engineers for product improvement; • Services and channels for building customer relationship • Digital marketing through website, advertising, social-media
!!
!How will we enter the market?
• Smaller target markets : 20-35 women !
• Focused products and services : laptop backpack + extend product + customize service
• Differentiation: emphasize tailoring for women’s daily life
ENTERING THE MARKET AS A “DISRUPTOR”
WHAT
ATHENE
independent
Productive
Freedom
Fashionable
Confidence
Personal
Organized
Safety
Healthy
BRAND IDEA
healthy urban lifestyle, for independent beauties.
ATHENE
USERS HIRE OUR SOLUTIONS FOR -
Portable storage for daily productivity
Statement of fashion and self
stylish comfortfunction- ality
PRODUCT POSITIONING
+ +
stylish
bio-fit
extend- products
X
BRAND POSITIONING DIFFERENTIATION
ATHENE
NATURE
TRAVELLER
TRAVELING
LONG-LASTING
CASUAL
5-35
UNISEX
ON/OFF LINE
URBAN
FREELANCER
UBAN LIFE
BEAUTY & EASY
CASUAL/PROFESSIONAL
ON/OFFLINE
25-35
WOMEN
ADVENTURE
BACKPACKER
HIKING
STRONG
PROFESSIONAL
5-65
UNISEX
ON/OFF LINE
URBAN
FUNKY GUYS
BIKING
SUSTAINABLE
CASUAL
15-30
UNISEX
ON>OFF LINE
URBAN
DESIGNERS
OFFICE
PRODUCTIVE
CASUAL
25-45
UNISEX
ONLINE
$20-150 $100-250$180-300$70-110 $200-600
Profit Model
Network Structure Process Product Performance
Product System
Service Channel Brand Customer Engagement
INNOVATION
High-quality offerings for customers daily usage scenario
Recognizable and differentiated positioning for women pursuing a healthy and fashionable urban life
An entire experience, building an emotional connection between brand and users, making our product a part of the users self recognition and expression.
Backpacks+extend products, highly scalable.
customize service connecting users & products through channels: online platform and offline store.
OFFERING EXPERIENCE+
Entice
Enter
EngageExit
Extend
PRODUCT EXPERIENCE
•Word of mouth
•Creative advertising on YouTube
•Online retail store high-light, eg. Gilt
•Attractive brand stories
•How-to-use videos
•Guidance of customizing
•Look-book of matching outfit
•The design of the product itself
•Modulate components
•Extend product lines
•Exclusive collections
•Sponsor for events
•Brand stories videos
•Social media communities
•On/offline events, campaign
•Newsfeed
WHO
Empathy, Creative, Responsible, Persistencevalues
abilities
skills
TALENT STRATEGY - BUILDING A CORE TEAM
Leadership, Open-minded, Action, Cooperation
Professional, Communicate, Prototyping, Execution
GENERAL
ORGANIZATION CHART
CEO
Branding Strategy Finance
Marketing Project Management+ User Experience
Tech engineering
Customer Service
Research Product Design Digital Design
Industrial Design
Manufacture
Web Developing
Web Design
core team
Q&A