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Innovation Strategy and Service Design - Athene
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Innovation Strategy and Service Design - Athene

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Brand strategy presentation of Athene - a women's fashion laptop backpack brand. A final Project for course: Strategic Innovation in Service/Product Design. 2013.

Brand strategy presentation of Athene - a women's fashion laptop backpack brand. A final Project for course: Strategic Innovation in Service/Product Design. 2013.

Published in: Business, Design

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Transcript

  • 1. Strategic Innovation in Product/Service Design SVA MFA IxD Sunnie Sang ! 2013.12
  • 2. WHO WHAT
  • 3. TINA 26, freelance designer and student in New York City ! • • • • • • loves design Brooklyn - Manhattan School - workplace Monday - Friday Carries laptop everyday Subway + walking
  • 4. 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.
  • 5. TINA’s need self-esteem 26, a freelance designer her laptop and A comfortable way to carry and design school student in New York City everyday stuffs, to avoid further back ! problems ! safety and security Fashionable to fit her everyday look, make her feel confident in school an workplace.
  • 6. HOW USERS CHOOSE BACKPACKS “GOODLOOKING” > FUNCTION > COMFORT
  • 7. DESIGNING BACKPACKS FOR WOMEN why women’s backpacks should be different? ! The shoulders are narrower ! ! The torso is shorter Different hip belts
  • 8. 6 Appearance Comfort ATTRIBUTES OF USERS NEEDS Price Organized Long-lasting Accesible
  • 9. how
  • 10. MAINSTREAM BACKPACKS IN CURRENT MARKETPLACE Outdoor Brand Digital Accessory High-end Designer’s Brand (eg. Prada, Marc Jacobs) Casual Brand
  • 11. USER’S NEED vs. ALTERNATIVE PRODUCTS Bio-fit Fashion Free (Good quality) Last for a long time Stuffs organized and handy Easily access and low timeconsumed User’s need Outdoor Brand Casual Brand Digital Accessory High-end Designer’s Brand Painstaking Comfort General Appearance Expensive Price (Bad quality) Last for a short time Longlasting Stuffs unorganized and not handy Organized Hard to access and high timeconsumed Accessibility
  • 12. CHANNELS Effectiveness Accessibility Brands Diversity Official retail store Computer store Zappo’s Bestbuy Official online store 0 1 2 3 4 * Results need further market research
  • 13. WHAT
  • 14. ELEMENTS OF INNOVATIVE STRATEGY High-Stakes Challenge • Provide high-quality, bio-fit and fashionable design laptop backpack for young female consumers • • 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 ! ! Diagnosis ! ! 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
  • 15. ENTERING THE MARKET AS A “DISRUPTOR” ! ! ! 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
 

  • 16. WHAT
  • 17. ATHENE
  • 18. BRAND IDEA Organized Productive Safety Fashionable independent Confidence Healthy Freedom Personal
  • 19. healthy urban lifestyle, for independent beauties.
  • 20. ATHENE
  • 21. USERS HIRE OUR SOLUTIONS FOR - Portable storage for daily productivity Statement of fashion and self
  • 22. PRODUCT POSITIONING stylish + comfort + functionality
  • 23. stylish
  • 24. bio-fit
  • 25. extendproducts
  • 26. BRAND POSITIONING DIFFERENTIATION X ATHENE 5-35 5-65 15-30 25-45 25-35 UNISEX UNISEX UNISEX UNISEX WOMEN NATURE ADVENTURE URBAN URBAN URBAN TRAVELLER BACKPACKER FUNKY GUYS DESIGNERS FREELANCER TRAVELING HIKING BIKING OFFICE LONG-LASTING STRONG SUSTAINABLE PRODUCTIVE BEAUTY & EASY CASUAL PROFESSIONAL CASUAL CASUAL CASUAL/PROFESSIONAL ON/OFF LINE ON/OFF LINE ON>OFF LINE ONLINE ON/OFFLINE $20-150 $70-110 $200-600 $180-300 $100-250 UBAN LIFE
  • 27. INNOVATION OFFERING + EXPERIENCE High-quality offerings for customers daily usage scenario Profit Model Network Structure Process Product Performance customize service connecting users & products through channels: online platform and offline store. Product System Backpacks+extend products, highly scalable. Service Channel An entire experience, building an emotional connection between brand and users, making our product a part of the users self recognition and expression. Brand Customer Engagement Recognizable and differentiated positioning for women pursuing a healthy and fashionable urban life
  • 28. PRODUCT EXPERIENCE Entice •Word of mouth •Creative advertising on YouTube •Online retail store high-light, Extend •Social media communities •On/offline events, campaign •Newsfeed Exit •Exclusive collections •Sponsor for events •Brand stories videos eg. Gilt Enter •Attractive brand stories •How-to-use videos •Guidance of customizing •Look-book of matching outfit Engage •The design of the product •Modulate components •Extend product lines itself
  • 29. WHO
  • 30. TALENT STRATEGY - BUILDING A CORE TEAM GENERAL values abilities skills Empathy, Creative, Responsible, Persistence Leadership, Open-minded, Action, Cooperation Professional, Communicate, Prototyping, Execution
  • 31. ORGANIZATION CHART CEO core team Branding Strategy Finance Project Management + User Experience Marketing Research Product Design Industrial Design Tech engineering Manufacture Customer Service Digital Design Web Design Web Developing
  • 32. Q&A