Aquent/AMA Webcast: Creating Products People Love
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Aquent/AMA Webcast: Creating Products People Love

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How do you create deep emotional connections between consumers and the products and services that they purchase? In this webcast, Kevin shares his insights on how designers have the unique ability to ...

How do you create deep emotional connections between consumers and the products and services that they purchase? In this webcast, Kevin shares his insights on how designers have the unique ability to find the elusive intersection between unmet consumer needs and their subconscious desires.

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  • Today ’s biggest brands rely on Aquent experience and knowledge to staff their marketing, creative and digital teams. Their talent’s expertise can give your team the edge you need. To get talent that works, visit aquent.com.
  • Endorphins released by the pituitary gland and the hypothalamus
  • P&G needed help innovating in the home cleaning category. P&G’s business model around floor care had been based on detergents that were used with a mop, and the market had become stagnant, as dozens of other brands competed for household dollars. When P&G was looking to grow through innovation.
  • Our team conducted design research to see how people cleaned their kitchen floors in cities across the U.S. We sought to understand not just the hows, but the whys of floor cleaning. We also sought to understand the challenge from a functional perspective, exploring the technical aspects of floor cleaning.
  • Learning from research, but this slide and the next talk about creative problem solving. Discuss conflicts that arise that we juxtapose rather than avoid. Consumers do not recognize the conflicts. We derived that there is a conflict between the desire for cleanliness, and the fact that the process is very dirty. Our hypothesis is that there is an opportunity in making the process cleaner.
  • And here is the “idea”. The business opportunity. Talk also about how we know we’re done with analysis: Internal consistency – which we will have demonstrated Business precedent – which we can talk about here – the disposable solution is analogous to paper towels. (Also talk about why we look at the context around our specific task during research.) Is it inspiring to designers (or whoever needs to execute on it)
  • And then we narrow down to the most relevant solutions based on consumer criteria, and relevance for our client’s business.
  • Swiffer is one of the most successful new products that P&G has ever launched, generating the strongest test market results in P&G’s history of marketing cleaning products. A revolutionary solution to a particularly tedious household chore, the Swiffer and Swiffer WetJet give consumers an entirely new way to clean floors, and the product has enjoyed spectacular success with annual sales of $500 million.
  • There are three aspects to creating products that resonate with consumers. These are: addressing consumer needs, creating meaning and desire. We’ll talk about each of these in more detail…
  • There are three aspects to creating products that resonate with consumers. These are: addressing consumer needs, creating meaning and desire. We’ll talk about each of these in more detail…
  • (funny comment about this image. Something like: it tells you that you need scissors to open these scissors. If I had scissors, would I be buying scissors?)
  • (funny comment about this image. Something like: this photo is from a bathtub. Why would you ever wan to “scald” something in the tub?)
  • There are three aspects to creating products that resonate with consumers. These are: addressing consumer needs, creating meaning and desire. We’ll talk about each of these in more detail…
  • Take cars for example
  • (ad lib – the front of the mini has a friendly smiling face)
  • (ad lib – conversely, look at the “face” of the 5 series BMW)
  • (ad lib – it communicates an aggressive, angry personality)
  • (ad lib – discuss specific design differences. Eyebrows, upturned/downturned mouth, etc)
  • There are three aspects to creating products that resonate with consumers. These are: addressing consumer needs, creating meaning and desire. We’ll talk about each of these in more detail…
  • Take BMW’s concept car, GINA. Who would expect a car to be made of stretch fabric rather than metal (expand if interested)
  • There are three aspects to creating products that resonate with consumers. These are: addressing consumer needs, creating meaning and desire. We’ll talk about each of these in more detail…
  • You learned about journey maps a few weeks ago ( confirm this ). This illustrates all the interaction points with a product, brand or service.
  • And notice that “product” is a relatively small part of this journey. To create a successful consumer experience, it’s imperative that we consider all parts of this system.
  • And we can also look at a product that might be a little more familiar and exciting. The iphone would not be successful if it didn’t live as part of a much larger – and very well designed – system.
  • And finally let’s discuss the larger ecosystem that surrounds all of this.
  • This includes things such as (read categories from slide). We’ll touch on each of these very briefly.
  • Key point: Physical & Physio similar: Where the differences are in culture and in price. Potty training Method (on demand, pavlovian) Generational support (Culture of the Little Buddah) Shift to urban environment (need help) Opportunity is different (night time) Innovation from Fringe (super absorb)
  • So this is obviously a lot to take it and a lot to consider when designing a product

Aquent/AMA Webcast: Creating Products People Love Aquent/AMA Webcast: Creating Products People Love Presentation Transcript

  • Creating Products People LoveHow do you create deep emotional connections between consumers and theproducts and services that they purchase? During this webcast, Kevin will sharehis insights on how designers have the unique ability to find the elusiveintersection between unmet consumer needs and their subconscious desires.Specifically, Kevin will:Provide insights on how marketing and design teams can best work together toensure successGive a “behind the scenes” look at how designers come up with innovative newideasDiscuss the origin of such product successes as P&G’s Swiffer and the OLPC –“Hundred Dollar Laptop”Explain journey mapping and how it can be used to ensure all consumer touchpoints are addressed
  • AMA WebcastCreating Products People LovePresenter:Kevin Young, Managing Principal, ContinuumModerator:Anthony Salas, American Marketing AssociationSponsored by:The audio portion of today’s presentation is available via broadcast audio.You can also dial in to hear audioParticipants (US & Canada, Toll Free): 888 223 4959International Participants: +1 303 223 4389
  • Housekeeping Items Recording You will be provided with a recording of today’s presentation after today’s live presentation. Twitter Please reference #whywelike, when tweeting about this webcast. You can also visit Continuum’s Twitter page @_Continuum.
  • Webcast Speaker Kevin Young, Managing Principal, Continuum
  • Creating Products People Love Click to edit Master title style How do you create deep emotional connections between Click to edit Master subtitle style consumers and the products and services they purchase?6 | AMA Webinar January 17, 2013
  • Overview: Click to edit Master title style Click to edit Master subtitle style Who am I? Two very brief case studies7 | AMA Webinar January 17, 2013 Approach to innovation
  • Click to edit Master title style Click to edit Master subtitle style I’ll need your help…8 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style9 | AMA Webinar January 17, 2013
  • endorphins10 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style11 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style12 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style Continuum is a design and innovation consultancy. We partner with our clients to create powerful ideas and realize them as products, services and brand experiences that improve people’s lives and grow businesses.13 | AMA Webinar January 17, 2013
  • Diversity of experience and perspectives The nature of Continuum is that of a diverse body of people. Our teams incorporate a variety of skills and areas of expertise, ranging from consumer understanding, design research, branding, business strategy, experience design, and engineering. Click to edit Master title style Click to edit Master subtitle style14 | AMA Webinar January 17, 2013
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  • Understanding people Continuum’s core competency is understanding people and their needs so we can solve the technical challenges needed to bring them a great experience. Our approach integrates many different perspectives across a range of domains. Whether digital experience or packaged goods, established market or emerging market, our focus on people and their goals helps us frame the opportunities to make a difference. Click to edit Master title style Click to edit Master subtitle style26 | AMA Webinar January 17, 2013
  • Creating business success ONE LAPTOP PER CHILD SWIFFER REEBOK PUMP Click to edit Master title style Inexpensive learning tool Changing the market Iconic innovation Click to edit Master subtitle style Enabling education New idea, new category Double sales to $2B DAKTARI PRESERVE TARGET Emerging markets technology Sustainability: closing the loop Branded shopping cart Accessible HIV/AIDS testing Mail-back pack Experience innovation27 | AMA Webinar January 17, 2013
  • Approach to Innovation Click to edit Master title style Click to edit Master subtitle style28 | AMA Webinar January 17, 2013
  • Approach to Innovation Click to edit Master title style Click to edit Master subtitle style29 | AMA Webinar January 17, 2013
  • Click to edit Master title style A few examples…. Click to edit Master subtitle style30 | AMA Webinar January 17, 2013
  • SWIFFER Creating a billion-dollar category for Proctor & Gamble Click to edit Master title style Click to edit Master subtitle style31 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style Creating a new category32 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style Building an understanding through ethnographic research Cleanliness is good. Floor cleaning is drudgery. The cleanliness of your floor is a reflection of you. It takes time. Cleaning the floor is a dirty process.33 | AMA Webinar January 17, 2013
  • The Emotional Why: Cleaning creates strong conflicts The cleanliness of my home is a reflection on me I want a clean home and a healthy family . Click to edit Master title style Click to edit Master subtitle style . Floor cleaning is drudgery. It takes time.34 | AMA Webinar January 17, 2013
  • Opportunity for innovation Consumer Opportunity: Quicker, cleaner (for you), easier - so you can Click to edit Master title style clean more frequently Click to edit Master subtitle style Technical Opportunity: Entertainment Don’t clean the thing you clean with, throw it away35 | AMA Webinar January 17, 2013
  • Envisioning the future product family Click to edit Master title style Click to edit Master subtitle style36 | AMA Webinar January 17, 2013
  • What happens when you innovate an everyday chore? Click to edit Master title style Click to edit Master subtitle style Swiffer is one of the most successful new products that P&G has ever launched New category creation Annual sales of $500 million37 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style OLPC Creating a hundred dollar laptop to help educate children38 | AMA Webinar January 17, 2013
  • Where is it used? Click to edit Master title style Click to edit Master subtitle style39 | AMA Webinar January 17, 2013 DESIGN CONTINUUM
  • Click to edit Master title style Click to edit Master subtitle style40 | AMA Webinar January 17, 2013
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  • Click to edit Master title style Click to edit Master subtitle style42 | AMA Webinar January 17, 2013
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  • Click to edit Master title style Click to edit Master subtitle style UN Secretary-General Kofi Annan44 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style45 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style46 | AMA Webinar January 17, 2013
  • Overview: Click to edit Master title style Click to edit Master subtitle style Who am I? Two very brief case studies47 | AMA Webinar January 17, 2013 Approach to innovation
  • Click to edit Master title style Click to edit Master subtitle style48 | AMA Webinar January 17, 2013
  • 2.Make meaningful connections Click to edit Master title style Click to edit Master subtitle style + + =49 | AMA Webinar January 17, 2013
  • PRODUCT ECOSYSTEM Click to edit Master title style Click to edit Master subtitle style50 | AMA Webinar January 17, 2013
  • 2.Make meaningful connections Click to edit Master title style Click to edit Master subtitle style + + =51 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style SOURCE: http://adsoftheworld.com/media/print/mercedes_benz_left_brain_right_brain_paint52 | AMA Webinar January 17, 2013
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  • Click to edit Master title style Click to edit Master subtitle style57 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style http://www.goodexperience.com/tib/archives/product_design/58 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style http://www.goodexperience.com/tib/archives/product_design/59 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style60 | AMA Webinar January 17, 2013
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  • "Adults take note: Pony Click to edit Master title style comes unassembled in box Click to edit Master subtitle style with head detached. You may wish to not open the box around your children if they may be frightened by a box with a decapitated horse inside."62 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style63 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style “It’s hard to get dirt off the mop sponge”64 | AMA Webinar January 17, 2013
  • 2.Make meaningful connections Click to edit Master title style Click to edit Master subtitle style + + =65 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style SOURCE: http://adsoftheworld.com/media/print/mercedes_benz_left_brain_right_brain_paint66 | AMA Webinar January 17, 2013
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  • Click to edit Master title style Click to edit Master subtitle style76 | AMA Webinar January 17, 2013 CONTINUUMINNOVATION.COM © 2010 Continuum LLC | Proprietary & Confidential 76
  • Click to edit Master title style Click to edit Master subtitle style77 | AMA Webinar January 17, 2013 CONTINUUMINNOVATION.COM © 2010 Continuum LLC | Proprietary & Confidential 77
  • “I want a clean home and a healthy family” Click to edit Master title style Click to edit Master subtitle style78 | AMA Webinar January 17, 2013
  • 2.Make meaningful connections Click to edit Master title style Click to edit Master subtitle style + + =79 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style SOURCE: http://www.thisiswhyimbroke.com/mustache-pacifier80 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style SOURCE: http://www.toxel.com/inspiration/2009/04/04/20-unusual-and-creative-packaging-designs/81 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style SOURCE: http://www.toxel.com/inspiration/2009/04/04/20-unusual-and-creative-packaging-designs/82 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style SOURCE: www.boredpanda.com83 | AMA Webinar January 17, 2013 SOURCE: www.boredpanda.com
  • Click to edit Master title style Click to edit Master subtitle style SOURCE: www.boredpanda.com84 | AMA Webinar January 17, 2013 SOURCE: www.boredpanda.com
  • Click to edit Master title style Click to edit Master subtitle style85 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style BMW’s GINA, an animated cloth car that looks ahead to the future of the automobile.86 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style87 | AMA Webinar January 17, 2013
  • 2.Make meaningful connections Click to edit Master title style Click to edit Master subtitle style + + =88 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style89 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style = touchpoints ecosystem90 | AMA Webinar January 17, 2013
  • Design for all touchpoints through journey mapping Click to edit Master title style Click to edit Master subtitle style91 | AMA Webinar January 17, 2013
  • Design for all touchpoints through journey mapping Click to edit Master title style Click to edit Master subtitle style92 | AMA Webinar January 17, 2013
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  • Click to edit Master title style Click to edit Master subtitle style product touchpoints ecosystem94 | AMA Webinar January 17, 2013
  • competitive client landscape capabilities Click to edit Master title style environmental trends: Click to edit Master subtitle style product responsibility design and society touchpoints cultural needs key stakeholders/ ecosystem project influencers95 | AMA Webinar January 17, 2013
  • environmental responsibility Click to edit Master title style Click to edit Master subtitle style96 | AMA Webinar January 17, 2013
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  • competitive Click to edit Master title style threats Click to edit Master subtitle style98 | AMA Webinar January 17, 2013
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  • understanding cultural needs Click to edit Master title style Click to edit Master subtitle style101 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style Image of Traffic Congestion Source: Rajesh Kumar Sen102 | AMA Webinar January 17, 2013
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  • Click to edit Master title style Click to edit Master subtitle style104 | AMA Webinar January 17, 2013
  • competitive client landscape capabilities Click to edit Master title style environmental trends: Click to edit Master subtitle style responsibility design and society touchpoints key stakeholders/ cultural needs project influencers ecosystem105 | AMA Webinar January 17, 2013
  • Click to edit Master title style Click to edit Master subtitle style106 | AMA Webinar January 17, 2013
  • Click to edit Master title style Thank you! Click to edit Master subtitle style107 | AMA Webinar January 17, 2013
  • Thank You for your Participation! Additional questions? General AMA Questions can be sent to: asalas@ama.org Recording and slides You will be provided with a recording of today’s presentation. Twitter Please reference #whywelike, when tweeting about this webcast. You can also visit Continuum’s Twitter page @_Continuum. Today’s Presentation was brought to you by the ReadyTalk Web Conferencing Platform. If you are interested in learning more about ReadyTalk and their services, please visit www.ReadyTalk.com/AMA.