Product Development Case Study Series Part 3C
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Transcript of Product Development Case Study Series Part 3C
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
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Ethnography
Brand Strategy
Development and
Creation Design of a
branding System For
Project PAROUSIA
Development
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7 Branding objective
process
Designer-Arbiter & Client-Consumer: User Research
User Research
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objectives
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help
inform
a new
hardware
brand and
platform
objectives
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objectives
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objectives
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provide conceptual representations of insights,
conclusions and recommendations
objectives
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Design for Experience Method and Process: Quick Primer
Primer
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Design for Experience Method: High-Level
Primer
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Design for Experience Method: In-Depth
Primer
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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
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a zoom or vertical view yields a market view of customers as humans
Primer
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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
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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
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Discover & Refinement Opportunities Everywhere
Primer
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Primer
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Discover & Refinement Opportunities Everywhere
Primer
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Discover & Refinement Opportunities Everywhere
Culture + Context = Everyday Realities
Primer
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Human Data - Personas - Archetypes - Design Filters
Primer
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Primer
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Archetype as Human Continuum
Primer
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Primer
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Archetype as Human Continuum
Express, Search, Manage, Realize and Manifest
Primer
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Participants
participants
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Participant Geography: Current and Previous
participants
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Arbiters
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Arbiters
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Kim
Arbiters
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Lucy
Arbiters
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Martha Ann
Arbiters
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Kathy
Arbiters
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Client - Consumers
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Client consumers
Liz & Robert
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Client consumers
Marlise&&& Mike
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Client consumers
Leslie & Family
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hybrids
hybrids
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hybrids
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Annie
hybrids
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Brad
hybrids
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melanie
hybrids
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Data points, Touch points, Moments of Truth, Constructs
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Touchpoint universe
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Arbiter - relevant touchpoints
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Consumer relevant touchpoints
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Builder / architect – relevant touchpoints
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Touchpoints of shared relevance (consumer – arbiter)
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Touchpoint constellation construct
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Touchpoint constellation construct
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Touchpoint constellation construct
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Touchpoint constellation construct
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Problem Solution Spaces
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Problem – Solution Space #1
Problem solution spaces
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Problem – Solution Space #2
Problem solution spaces
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Personas Archetype
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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
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Conclusions and Recommendations 2
Conclusions and recommendations
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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
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Conclusions and Recommendations 3
Conclusions and recommendations
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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)
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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
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Conclusions and Recommendations 5
Conclusions and recommendations
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Conclusions and Recommendations 5
Conclusions and recommendations
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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
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