Innovation Strategy and Service Design - Athene

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Brand strategy presentation of Athene - a women's fashion laptop backpack brand. A final Project for course: Strategic Innovation in Service/Product Design. 2013.

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Innovation Strategy and Service Design - Athene

  1. 1. Strategic Innovation in Product/Service Design SVA MFA IxD Sunnie Sang ! 2013.12
  2. 2. WHO WHAT
  3. 3. TINA 26, freelance designer and student in New York City ! • • • • • • loves design Brooklyn - Manhattan School - workplace Monday - Friday Carries laptop everyday Subway + walking
  4. 4. TINA’s challenges 26, a freelance designer and design school student in New York City ! • • Backache + stiff shoulder Cannot find a bio-fit laptop backpack which can also match with her outfit.
  5. 5. TINA’s need self-esteem 26, a freelance designer her laptop and A comfortable way to carry and design school student in New York City everyday stuffs, to avoid further back ! problems ! safety and security Fashionable to fit her everyday look, make her feel confident in school an workplace.
  6. 6. HOW USERS CHOOSE BACKPACKS “GOODLOOKING” > FUNCTION > COMFORT
  7. 7. DESIGNING BACKPACKS FOR WOMEN why women’s backpacks should be different? ! The shoulders are narrower ! ! The torso is shorter Different hip belts
  8. 8. 6 Appearance Comfort ATTRIBUTES OF USERS NEEDS Price Organized Long-lasting Accesible
  9. 9. how
  10. 10. MAINSTREAM BACKPACKS IN CURRENT MARKETPLACE Outdoor Brand Digital Accessory High-end Designer’s Brand (eg. Prada, Marc Jacobs) Casual Brand
  11. 11. USER’S NEED vs. ALTERNATIVE PRODUCTS Bio-fit Fashion Free (Good quality) Last for a long time Stuffs organized and handy Easily access and low timeconsumed User’s need Outdoor Brand Casual Brand Digital Accessory High-end Designer’s Brand Painstaking Comfort General Appearance Expensive Price (Bad quality) Last for a short time Longlasting Stuffs unorganized and not handy Organized Hard to access and high timeconsumed Accessibility
  12. 12. CHANNELS Effectiveness Accessibility Brands Diversity Official retail store Computer store Zappo’s Bestbuy Official online store 0 1 2 3 4 * Results need further market research
  13. 13. WHAT
  14. 14. ELEMENTS OF INNOVATIVE STRATEGY High-Stakes Challenge • Provide high-quality, bio-fit and fashionable design laptop backpack for young female consumers • • Establish a women's laptop backpack brand with high quality products and high brand-awareness Entering the market with innovative brand positioning, dealing with potential competition in the marketplace ! ! Diagnosis ! ! Guiding Policy • Focus on the target consumers: women age 20-35 • Gather product design resources to provide high quality offerings to meet target consumers needs • Customer service and product experience • Effective brand communication with customers, building a community
 ! Coherent actions • • • • Continually researching and gathering supporting information from users and market; Closely cooperate with experience product designer and engineers for product improvement; Services and channels for building customer relationship Digital marketing through website, advertising, social-media
  15. 15. ENTERING THE MARKET AS A “DISRUPTOR” ! ! ! How will we enter the market? Smaller target markets : 20-35 women ! Focused products and services : laptop backpack + extend product + customize service
 • • • Differentiation: emphasize tailoring for women’s daily life
 

  16. 16. WHAT
  17. 17. ATHENE
  18. 18. BRAND IDEA Organized Productive Safety Fashionable independent Confidence Healthy Freedom Personal
  19. 19. healthy urban lifestyle, for independent beauties.
  20. 20. ATHENE
  21. 21. USERS HIRE OUR SOLUTIONS FOR - Portable storage for daily productivity Statement of fashion and self
  22. 22. PRODUCT POSITIONING stylish + comfort + functionality
  23. 23. stylish
  24. 24. bio-fit
  25. 25. extendproducts
  26. 26. BRAND POSITIONING DIFFERENTIATION X ATHENE 5-35 5-65 15-30 25-45 25-35 UNISEX UNISEX UNISEX UNISEX WOMEN NATURE ADVENTURE URBAN URBAN URBAN TRAVELLER BACKPACKER FUNKY GUYS DESIGNERS FREELANCER TRAVELING HIKING BIKING OFFICE LONG-LASTING STRONG SUSTAINABLE PRODUCTIVE BEAUTY & EASY CASUAL PROFESSIONAL CASUAL CASUAL CASUAL/PROFESSIONAL ON/OFF LINE ON/OFF LINE ON>OFF LINE ONLINE ON/OFFLINE $20-150 $70-110 $200-600 $180-300 $100-250 UBAN LIFE
  27. 27. INNOVATION OFFERING + EXPERIENCE High-quality offerings for customers daily usage scenario Profit Model Network Structure Process Product Performance customize service connecting users & products through channels: online platform and offline store. Product System Backpacks+extend products, highly scalable. Service Channel An entire experience, building an emotional connection between brand and users, making our product a part of the users self recognition and expression. Brand Customer Engagement Recognizable and differentiated positioning for women pursuing a healthy and fashionable urban life
  28. 28. PRODUCT EXPERIENCE Entice •Word of mouth •Creative advertising on YouTube •Online retail store high-light, Extend •Social media communities •On/offline events, campaign •Newsfeed Exit •Exclusive collections •Sponsor for events •Brand stories videos eg. Gilt Enter •Attractive brand stories •How-to-use videos •Guidance of customizing •Look-book of matching outfit Engage •The design of the product •Modulate components •Extend product lines itself
  29. 29. WHO
  30. 30. TALENT STRATEGY - BUILDING A CORE TEAM GENERAL values abilities skills Empathy, Creative, Responsible, Persistence Leadership, Open-minded, Action, Cooperation Professional, Communicate, Prototyping, Execution
  31. 31. ORGANIZATION CHART CEO core team Branding Strategy Finance Project Management + User Experience Marketing Research Product Design Industrial Design Tech engineering Manufacture Customer Service Digital Design Web Design Web Developing
  32. 32. Q&A

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