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@PEOPLEPEOPLE Test desirability before going to production #slush14 #productdesign

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How can companies become better at listening than they are at selling so we don’t ship crap? How can we radically improve our understanding of our customers make products that makes sense to the people who are going to use them?

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@PEOPLEPEOPLE Test desirability before going to production #slush14 #productdesign

  1. 1. TESTING DESIRABILITY MARTIN WILLERS @DESIGNMEANING 141118
  2. 2. 90% crap
  3. 3. Testing desirability before if going into production
  4. 4. SWEDISH DESIGN TEAM
  5. 5. SMALLEST WEARABLE LIFELOGGING CAMERA
  6. 6. A WIRELESS SHORTCUT BUTTON THAT CONNECTS TO YOUR SMARTPHONE AND CAN DO PRACTICALLY ANYTHING
  7. 7. FACIAL RECOGNITION DOORBEL
  8. 8. Our focus Large Start-ups: start-up own lab big corp
  9. 9. 10 build fast
  10. 10. max 4 week sprints
  11. 11. Design process PEOPLE Problem PEOPLE Solution
  12. 12. transparent speaker
  13. 13. PEOPLE Problem 14 CONTEXTUAL IDEATION
  14. 14. Headline TEXT Caption 15
  15. 15. listen
  16. 16. PRESS Wired 17 Top 25 Best homeware Letter opener Plant Brooklyn “We try to do good,” says designer Bjarke Ballisager regarding his eco-friendly interdisciplinary studio. Williamsburg-based Plant Brooklyn was founded by Ballisager and his wife Holly McWhorter who share a background in architecture. This letter opener is made out of poplar while its blade is constructed from recycled paper. — gsl Vases plantbrooklyn.com Ro Collection Danish design company Ro was established in Copen-hagen this summer by Rebecca Uth and Ole Kiel, former Drying rack La Base ‘ELEMENTS’ GLASSWARE BY SCHOLTEN & BAIJINGS FOR J HILL’S STANDARD This new brand is helping to keep the Irish crystal tradition alive with its dynamic contemporary designs. The ‘Elements’ series by Dutch duo Scholten & Baijings features a linear, minimalist cut. From left: ‘Elements’ decanter, £445; Champagne glass, £264 for a pair; cocktail glass, £264 for a pair; long drink glass, £140; tumbler, £130 (jhillsstandard.com) The humble dish drainer is not generally at the top of anyone’s wishlist. However, if you do lust after kitchen kit have a glance at La Base, a range from Japan designed by home-cooking star Yoko Arimoto. The drainer is made from top-quality Japanese stainless steel and stands in a sloping tray coated with silicon for durability. Looks good and does the job. — fw labase.jp Speaker People People A friendly solution for your living room electronics comes from Stockholm design company People People. The four-year-old firm’s newest project, dubbed the transparent speaker, has a small wi-fi antenna that makes it eligible to connect to all electronic devices. “People don’t own cars anymore so they show off with their living rooms,” says Martin Willers, one of the four founders. “These speakers are the perfect way to do so.” — adc peoplepeople.se 2 3 4 Tableware Billy Lloyd London-based potter Billy Lloyd’s new “Billy” collection for The New Craftsmen consists of a bowl, plate and mug, and is manufactured in ‘TRANSPARENT SPEAKER’ BY PEOPLE PEOPLE Trust the Swedes to reinvent the humble hi-fi as a pared-down design object. Stockholm studio People People’s sound system is stripped back to its essential elements. Almost all of the parts are replaceable or recyclable, and the sound is crystal clear. ➤ £599, Selfridges (selfridges.com) SURFACE: ‘NERO RIVEN’ SLATE, FROM £16 PER SQ M, MANDARIN STONE (MANDARINSTONE.COM) Luxe | WISH LIST Monocle Elle decoration
  17. 17. Recommended retail price? How much will it cost to make this, who will make it and what will your distributions channels charge you? Repairable & more sustainable?
  18. 18. BACKSTAGE RESOURCES Business model fit Minimum order size (MOQ) Leadtimes, certifications etc etc PROBLEM / SOLUTION FIT PROTOTYPE / MARKET FIT BUSINESS MODEL FIT PEOPLE PROBLEM
  19. 19. RRP $599
  20. 20. Caption 21
  21. 21. blends in, adds value to your living room
  22. 22. RRP $849
  23. 23. The faster you test, the more you can learn and the faster you succeed! LIKEABILITY Time Uncertainty PROTOTYPE BLOG (LAUNCH) CROWDFUND ONLINE SALES PRODUCE
  24. 24. Selfridges (London) 26 Brown Thomas (Dublin) Le Bon Marche (Paris)
  25. 25. #transparentspeaker
  26. 26. TEXT Caption 28
  27. 27. TEXT 29
  28. 28. Small team, massive impact
  29. 29. The faster you test, the more you can learn and the faster you succeed! LIKEABILITY Time Uncertainty PROTOTYPE BLOG (LAUNCH) CROWDFUND ONLINE SALES PRODUCE PARTNER
  30. 30. Transportation ›THE IDEAS THAT CAME OUT OF THEIR WORK WERE NOT ONLY INNOVATIVE, BUT ALSO MADE A LOT OF SENSE AND LOOKED GREAT‹ —KJELL AC BERGSTRÖM, VP QUALITY @ NEVS
  31. 31. OLD Design Attract? DESIRABILITY 6 month Produce 12 months Launch 6 months
  32. 32. OLD 2 years
  33. 33. NEW Design Attract? Produce? DESIRABILITY 3 weeks Launch 1 weeks
  34. 34. 2 years vs 4 weeks
  35. 35. SMALLEST WEARABLE LIFELOGGING CAMERA 2012 Team & product $.7M in seed $.5M Kickstarter 2013 Go to market $3M funding $1M+ preorder 2014 Scale & growth Sales soar from positive reviews $8M in funding
  36. 36. A WIRELESS SHORTCUT BUTTON THAT CONNECTS TO YOUR SMARTPHONE AND CAN DO PRACTICALLY ANYTHING
  37. 37. TEXT 44 Headline Ladies and gentlemen, we’re floating in space. For far too long have we been stuck on this orbital trash heap. It’s time to go. To leave. To improve.
  38. 38. launch story
  39. 39. better at listening than selling
  40. 40. SWEDISH DESIGN TEAM

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