Consumer trends as an element in user centric design

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    Consumer trends as an element in user centric design - Presentation Transcript

    1. Consumer Trends as an Element in User Centric Design 28.10.2004 Timo Veikkola © Nokia Consumer trends research / 07-06-2004 / Elise Levanto
    2. Trends – building a tool Some sort of a tool is needed for providing knowledge and insights . . . COLORS & CONSUMER & MATERIALS MEGA TREND SOCIETAL TRENDS DESIGN TRENDS LIFESTYLE TRENDS TRENDS megatrends macrotrends mesotrends microtrends decades 10 years 5 years 6months to 3 years © Nokia Consumer trends research / 07-06-2004 / Elise Levanto
    3. Global mega and societal trends AWARENESS CULTURISM TECH-PARADOX GLOBALIZATION INFORMATION DEMOGRAPHIC WELLBEING SOCIETY CHANGE GRAY POWER NEW STATUS INDIVIDUALISM FEMINIZATION TOLERANCE & EQUALITY EXPERIENCES NETWORKED SOCIETY © Nokia Consumer trends research / 07-06-2004 / Elise Levanto
    4. Global Mega, Societal & Consumer Trends Mega trends Societal trends Consumer trends Change drivers of values and attitudes Change drivers of consumer needs Globalization CULTURISM Changing cultural forms and traditions. •NEW TRADITIONALISM Popularity of ethnicity. •LOCALIZED PRODUCTS The world is understood as global flows, global relations and global economies. AWARENESS about inequality. Need for corporate trust & •ETHICAL CONSUMPTION responsibility. •ETC. . . The world is becoming smaller due to media and global economies. Demographic change AGING SOCIETIES Growing importance of education and •FLOW OF SENIOR PRODUCTS health. •GENERATIONAL MARKETING Developed countries are aging which affects education and employment and TOLERANCE & EQUALITY Mature adults will become a more •YOUTH INVATION increases immigration. powerful group of consumers and decision makers. •ETC. . . Feminization EQUALITY & TOLERANCE •WOMANLY ATTRIBUTES in products Better integration of women and feminine •Females are working more outside home, getting married •METROSEXUALS motivations, supported by the blurring of and having children later. •UN-GENDERED PRODUCTS gender roles. •Increased tolerance of homosexuality. •RE-GENDERING •Search for new male identity •ETC. . . Individualism EXPERIENCES desire for entertainment and new sensations. •EXPERIENCE SHOPPING the desire for indulgence, transgression, refinement, •DEMOCRATIZATION OF LUXURY Growing autonomy of the individual from selectivity . . . collective rules, traditions and taboos. •REQUEST FOR QUALITY OF LIFE NETWORKED INDIVIDUAL New forms of individualism. •SOFT HEDONISM NEW STATUS New paradigms for wealth and richness are •SEARCH FOR MEANING & SPRIRITUALITY Diminished meaning systems leaving void emerging. in people’s surrounding world. WELLBEING Hedonism and health are main drivers of well- being trend. Pace of technology AWARENESS Criticism towards technological progress and •GREEN CONSUMPTION products. •SLOWING DOWN adaptation WELLBEING People experience crazy pace of life - stressful •NEED FOR HUMAN & EMOTIONAL Towards information society. life and information overload. Need for holistic approach. TECHNOLOGY Networks are becoming interactive and TECH PARADOX Technology positivism and tech criticism. •EMERGENCE OF VIRTUAL COMMUNITIES fluid. Increasingly interactive patterns of NETWORKED INDIVIDUAL tech enhancing community human relation foster new tech and new forming. tech reinforces human networks © Nokia Consumer trends research / 07-06-2004 / Elise Levanto
    5. Societal & consumer Trends – the logics Mega Trend: Societal Trends: Consumer Trends: • Green products Implications: INFORMATION SOCIETY AWARENESS TREND Longevity & evolutionary • Less is more attitude nature of the solution. • Slowing down Implications: WELL-BEING TREND • Search for balance Enhancing health between mind & body Focus on the essential • Hedonistic health Decreased complexity • Spirituality • Green consumption Implications: TECH-PARADOX TREND • Slowing down Provide clear benefits • Request for human & Intuitive UI emotional tech Emotional approach in • Request for holistic graphics, sounds etc. . . product approach • Design for all © Nokia Consumer trends research / 07-06-2004 / Elise Levanto
    6. DIFFUSION of trends Trends occur first among leading edge and tend to DIFFUSE later to mainstream. . . . CHASM AWARENESS postmaterialism materialistic orientation WELLBEING self-development Leisure = relaxation & having fun TECHPARADOX pragmatism & active adoption of mature tech selectivity Leading edge Mainstream 2.5% 13.5% 34% 34% 16% Innovators Early Adopters Early Majority Late Majority Laggards © Nokia Consumer trends research / 07-06-2004 / Elise Levanto
    7. Leading edge vs. mainstream values The main differences are . . . . LEADING EDGE: MAINSTREAM: • They give us an idea how values • They represent prevalent & attitudes may change. attitudes, values & practices • Good adaptability – ready to • Slow in change – behavior will change their attitudes. change before values. • Postmaterialistic values. • Consumeristic drive. • They create their own • Community = Family & friends, community. strong togetherness. • Flexible & autonomous - • Traditions, but with modern twist. hierarchies are irrelevant. Roots & heritage are important. • Love to learn – self-realization & • Relaxation & fun. well-being. • Active openness towards tech, but • Pragmatism regards to tech. need a certain degree of maturity. • “Have a dream, don’t abandon • Search for table & regular, but not yourself.” boring life. © Nokia Consumer trends research / 07-06-2004 / Elise Levanto
    8. Trends diffusion from Leading Edge to Mainstream SOCIETAL TREND: LEADING EDGE: MAINSTREAM: CULTURISM cultural eclectism renewal of traditions AWARENESS concerned no influence TOLERANCE in theory & practice taking place slowly WELLBEING self-development relaxing & enjoying NEW STATUS postmaterialism materialism EXPERIENCES new social currency fun & routine breaking NETWORKED SOCIETY creating communities maintaining family TECH-PARADOX pragmatism & innovation mature technology © Nokia Consumer trends research / 07-06-2004 / Elise Levanto

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