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1    Product development    part 3 c of 7 part Case Study
Luxury brand Case Study2
Notes3
Luxury Brand4    Business    Development    Case Study Part 3 c    November 2012    Max Ruckman, Black & Decker HHI    Bil...
Brand research / ethnography5                       Ethnography
Development6    Brand Strategy    Development and    Creation Design of a    branding System For    Project PAROUSIA
Branding objective7                         process
User Research8    Designer-Arbiter &    Client-Consumer:    User Research
objectives9
objectives10     help     inform     a new     hardware     brand and     platform
objectives11
objectives12
objectives13                     provide conceptual             representations of insights,                        conclu...
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 Custom...
Primer18     a zoom or vertical view yields a market view of customers as humans     Seeing Customers – Humans – Experienc...
Primer19     a microscopic view demands patience and skill, but yields critical insights     Seeing Customers – Humans – E...
Primer20     Discover &Refinement     Opportunities Everywhere
Primer21     Discover &Refinement     Opportunities Everywhere
Primer22     Discover &Refinement     Opportunities Everywhere
Primer23     Discover &Refinement     Opportunities Everywhere
Primer24              Culture + Context = Everyday Realities
Primer25     Human Data - Personas - Archetypes - Design     Filters
Primer26
Primer27     Archetype as Human Continuum
Primer28     Archetype as Human Continuum
Primer29     Express, Search, Manage, Realize and Manifest
participants30                    Participants
participants31                    Participant Geography: Current and Previous
32     Arbiters
Arbiters33
Arbiters34     Kim
Arbiters35     Lucy
Arbiters36     Martha Ann
Arbiters37     Kathy
38     Client - Consumers
Client consumers39     Liz            &Robert
Client consumers40     Marlise&            &           Mike
Client consumers41     Leslie & Family
hybrids42               hybrids
hybrids43
hybrids44     Annie
hybrids45     Brad
hybrids46     melanie
47     Data points,     Touch points,     Moments of Truth,     Constructs
Touchpoint universe48
Arbiter - relevant touchpoints49
Consumer relevant touchpoints50
Builder / architect – relevant touchpoints51
Touchpoints of shared relevance (consumer – arbiter)52
Touchpoint constellation construct53
Touchpoint constellation construct54
Touchpoint constellation construct55
Touchpoint constellation construct56
57     Problem     Solution     Spaces
Problem solution spaces58                               Problem – Solution Space #                                        ...
Problem solution spaces59                               Problem – Solution Space #                                        ...
60     Personas Archetype
Personas Archetype61                          Interior Designer Archetype: Carole
Personas Archetype62                          Interior Designer Archetype: Carole
Personas Archetype63                          Client Couple Archetype: Leslie and Doug
Personas Archetype64                          Client Couple Archetype: Leslie and Doug
Personas Archetype65                          Relationship Continuum Archetype: Client Leads
Personas Archetype66     Relationship Continuum Archetype: Collaboration
Personas Archetype67                          Relationship Continuum Archetype: Arbiter Leads
Personas Archetype68     Scenario of Use and Validation
Personas Archetype69
Personas Archetype70
Personas Archetype71
Personas Archetype72
Personas Archetype73
Personas Archetype74
Personas Archetype75
Personas Archetype76
Personas Archetype77
Personas Archetype78
Personas Archetype79
Personas Archetype80
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 thoug...
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 t...
Conclusions and recommendations93     Conclusions and Recommendations 4     there is a significant amount of beautiful, fu...
Conclusions and recommendations94     Conclusions and Recommendations 4     brochures are detailed, and clients seem willi...
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 be...
What did the research tell us?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?103      promote the      brand to the      arbiter (&      through him/her      to his/her ...
Luxury Brand10 4     Business     Development     Case Study Part 3 c     November 2012     Max Ruckman, Black & Decker HH...
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Product Development Case Study Series Part 3C

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Transcript of "Product Development Case Study Series Part 3C"

  1. 1. 1 Product development part 3 c of 7 part Case Study
  2. 2. Luxury brand Case Study2
  3. 3. Notes3
  4. 4. 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
  5. 5. Brand research / ethnography5 Ethnography
  6. 6. Development6 Brand Strategy Development and Creation Design of a branding System For Project PAROUSIA
  7. 7. Branding objective7 process
  8. 8. User Research8 Designer-Arbiter & Client-Consumer: User Research
  9. 9. objectives9
  10. 10. objectives10 help inform a new hardware brand and platform
  11. 11. objectives11
  12. 12. objectives12
  13. 13. objectives13 provide conceptual representations of insights, conclusions and recommendations
  14. 14. Primer14 Design for Experience Method and Process: Quick Primer
  15. 15. Primer15 Design for Experience Method: High-Level
  16. 16. Primer16 Design for Experience Method: In-Depth
  17. 17. 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.
  18. 18. 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.
  19. 19. 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.
  20. 20. Primer20 Discover &Refinement Opportunities Everywhere
  21. 21. Primer21 Discover &Refinement Opportunities Everywhere
  22. 22. Primer22 Discover &Refinement Opportunities Everywhere
  23. 23. Primer23 Discover &Refinement Opportunities Everywhere
  24. 24. Primer24 Culture + Context = Everyday Realities
  25. 25. Primer25 Human Data - Personas - Archetypes - Design Filters
  26. 26. Primer26
  27. 27. Primer27 Archetype as Human Continuum
  28. 28. Primer28 Archetype as Human Continuum
  29. 29. Primer29 Express, Search, Manage, Realize and Manifest
  30. 30. participants30 Participants
  31. 31. participants31 Participant Geography: Current and Previous
  32. 32. 32 Arbiters
  33. 33. Arbiters33
  34. 34. Arbiters34 Kim
  35. 35. Arbiters35 Lucy
  36. 36. Arbiters36 Martha Ann
  37. 37. Arbiters37 Kathy
  38. 38. 38 Client - Consumers
  39. 39. Client consumers39 Liz &Robert
  40. 40. Client consumers40 Marlise& & Mike
  41. 41. Client consumers41 Leslie & Family
  42. 42. hybrids42 hybrids
  43. 43. hybrids43
  44. 44. hybrids44 Annie
  45. 45. hybrids45 Brad
  46. 46. hybrids46 melanie
  47. 47. 47 Data points, Touch points, Moments of Truth, Constructs
  48. 48. Touchpoint universe48
  49. 49. Arbiter - relevant touchpoints49
  50. 50. Consumer relevant touchpoints50
  51. 51. Builder / architect – relevant touchpoints51
  52. 52. Touchpoints of shared relevance (consumer – arbiter)52
  53. 53. Touchpoint constellation construct53
  54. 54. Touchpoint constellation construct54
  55. 55. Touchpoint constellation construct55
  56. 56. Touchpoint constellation construct56
  57. 57. 57 Problem Solution Spaces
  58. 58. Problem solution spaces58 Problem – Solution Space # 1
  59. 59. Problem solution spaces59 Problem – Solution Space # 2
  60. 60. 60 Personas Archetype
  61. 61. Personas Archetype61 Interior Designer Archetype: Carole
  62. 62. Personas Archetype62 Interior Designer Archetype: Carole
  63. 63. Personas Archetype63 Client Couple Archetype: Leslie and Doug
  64. 64. Personas Archetype64 Client Couple Archetype: Leslie and Doug
  65. 65. Personas Archetype65 Relationship Continuum Archetype: Client Leads
  66. 66. Personas Archetype66 Relationship Continuum Archetype: Collaboration
  67. 67. Personas Archetype67 Relationship Continuum Archetype: Arbiter Leads
  68. 68. Personas Archetype68 Scenario of Use and Validation
  69. 69. Personas Archetype69
  70. 70. Personas Archetype70
  71. 71. Personas Archetype71
  72. 72. Personas Archetype72
  73. 73. Personas Archetype73
  74. 74. Personas Archetype74
  75. 75. Personas Archetype75
  76. 76. Personas Archetype76
  77. 77. Personas Archetype77
  78. 78. Personas Archetype78
  79. 79. Personas Archetype79
  80. 80. Personas Archetype80
  81. 81. Conclusions and recommendations81 Conclusions and Recommendations 1
  82. 82. Conclusions and recommendations82 Conclusions and Recommendations 1
  83. 83. Conclusions and recommendations83 Conclusions and Recommendations 1
  84. 84. Conclusions and recommendations84 Conclusions and Recommendations 2
  85. 85. Conclusions and recommendations85 Conclusions and Recommendations 2
  86. 86. Conclusions and recommendations86 Conclusions and Recommendations 2
  87. 87. Conclusions and recommendations87 Conclusions and Recommendations 2
  88. 88. Conclusions and recommendations88 Conclusions and Recommendations 3
  89. 89. 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
  90. 90. Conclusions and recommendations90 Conclusions and Recommendations 3
  91. 91. Conclusions and recommendations91 Conclusions and Recommendations 3
  92. 92. 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)
  93. 93. 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.“
  94. 94. 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
  95. 95. Conclusions and recommendations95 Conclusions and Recommendations 5
  96. 96. Conclusions and recommendations96 Conclusions and Recommendations 5
  97. 97. Conclusions and recommendations97 Conclusions and Recommendations 5
  98. 98. 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
  99. 99. What did the research tell us?99
  100. 100. What did the research tell us?100
  101. 101. What did the research tell us?101
  102. 102. What did the research tell us?102
  103. 103. 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
  104. 104. 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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