Luxury Brand4 Business Development Case Study Part 3 c November 2012 Max Ruckman, Black & Decker HHI Bill O’Connor, Source, Inc. Andrew Schechterman, MS, PHD Michael Eckersley, MFA, PHD www.maxruckman.com
objectives13 provide conceptual representations of insights, conclusions and recommendations
Primer14 Design for Experience Method and Process: Quick Primer
Primer15 Design for Experience Method: High-Level
Primer16 Design for Experience Method: In-Depth
Primer17 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.
Primer18 a zoom or vertical view yields a market view of customers as humans 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.
Primer19 a microscopic view demands patience and skill, but yields critical insights 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.
Conclusions and recommendations81 Conclusions and Recommendations 1
Conclusions and recommendations82 Conclusions and Recommendations 1
Conclusions and recommendations83 Conclusions and Recommendations 1
Conclusions and recommendations84 Conclusions and Recommendations 2
Conclusions and recommendations85 Conclusions and Recommendations 2
Conclusions and recommendations86 Conclusions and Recommendations 2
Conclusions and recommendations87 Conclusions and Recommendations 2
Conclusions and recommendations88 Conclusions and Recommendations 3
Conclusions and recommendations89 Conclusions and Recommendations 3 this might be thoughtfully branded project workbooks, bags or other items that would make easier the arbiters and/or clients life
Conclusions and recommendations90 Conclusions and Recommendations 3
Conclusions and recommendations91 Conclusions and Recommendations 3
Conclusions and recommendations92 Conclusions and Recommendations 4 we find evidence of stylistic eclecticism in the specification of interior materials, surfaces, furnishings and details 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)
Conclusions and recommendations93 Conclusions and Recommendations 4 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.“
Conclusions and recommendations94 Conclusions and Recommendations 4 brochures are detailed, and clients seem willing to do the work to locate items of interest, to see and touch for themselves 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
Conclusions and recommendations95 Conclusions and Recommendations 5
Conclusions and recommendations96 Conclusions and Recommendations 5
Conclusions and recommendations97 Conclusions and Recommendations 5
What did the research tell us?98 target the arbiter to launch, they have “access” to the transactor in the beginning the arbiter is the storyteller over time the brand can carefully begin to assume this role
What did the research tell us?103 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
Luxury Brand10 4 Business Development Case Study Part 3 c November 2012 Max Ruckman, Black & Decker HHI Bill O’Connor, Source, Inc. Andy Schechterman, MS, PHD Michael Eckersley, MFA, PHD www.maxruckman.com
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