We set traditional methods aside and approached it from a different perspective to explore ALL product design attributes that R&D teams need to focus on to deliver superiority. Using an innovate A-Map methodology, we developed a participant-centric, gamified, fast-paced approach – tapping into system 1 and system 2 thinking and delivered an unprecedented set of design rules to significantly shorten the PD lifecycle. In this session, we share precisely how we achieved it – practical lessons to help clients achieve their goals.
4. ‘Nice’ doesn’t cut it in qual.
Nor does ‘make it easy to
use’.
When we’re designing for
superiority or designing for the
future, we need to give R&D
teams a set of technical
parameters to work to.
We need to translate what
works for consumers
practically, consciously,
subconsciously, semiotically
into hard and fast technical
rules for superior, consumer-
centric product design.
5. The brief:
§ Define characteristics of the future
§ Support internal teams looking beyond superiority now to next 5 years +
§ Push the boundaries for next generation of product design
§ Give design teams a head start on prototyping
To do this, we needed to:
§ Consider all individual design elements/ attributes of the product
§ Utilise and explore stimulus inside & outside the category
6. With multiple attributes &
territories to consider we set
traditional methods aside &
approached the challenge
from a different perspective.
7. 1. Universal design rules for attributes across all three groups
PRODUCT
SENSORIALS
PACK DESIGN
PACK
STRUCTURE
LOW PRIORITY/
NO CHANGE
NEEDED
OPPORTUNITIES FOR
SUPERIORITY
CURRENT
STRENGTHS
2. Relative importance of each attribute within each territory
Start at the end – what kind of output do we need
to achieve?
8. …but the future is hard to predict; cover more
than one base…
CARE FRAGRANCE
SUSTAINABILITY
Dial territories up and down as the world evolves
9. A-Map uses face to
face triads or groups to
identify attributes driving
product perception
now and in the future…
2. Define the attributes
to refine: shape, size,
texture, viscosity, smell,
opening, closing etc.
1. Be clear on the
concept: what are we
creating?
and repeat …
3. Select axis which
reflect appeal and
core concept
Budget
Premium
11. A-Map combines System 1 & System 2 thinking…
1. Map one attribute at a time;
this is instinctive.
2. Probe liking and specific
connotations within the axis
measurements
3. Repeat
System 1
§ Fast
§ Automatic
§ Low effort
§ Intuitive
System 2
§ Slower
§ Conscious
§ Increased effort
§ Logical
Interplay of both to understand
decisions and trade offs
12. Choose the right stimulus; what
language, colours, images,
shapes, sizes, formats, tones,
materials, textures, fragrances,
ingredients, communicate the
core territories?
Use stimulus from far ranging
categories with a link to similar
fundamental benefits.
What works now, and what can
drive stretch in future?
13. Future thinking mind set Time machine task
§ Think about their current product now
– and 10 years in the future. How has it
changed to meet their needs?
§ Build a digital mood board - visual
representation of future product using
products/ images outside the category
Encourage people think
beyond their current
experience - to look beyond
immediate constraints.
14. Gamification techniques…
This is a tough ask for consumers.
Design tasks with their enjoyment and expression top of mind.
Make it compelling – give them a mission
– not too difficult or easy
Measuring progress – need to
map specific number of stimulus
within allotted time to move to
next level
Multiple long/ short term aims – breaking
things down; reward effort with rapid
clear feedback
Element of uncertainty –
powerful evolutionary driver
& reward seeking hormone
Collaborating with others to achieve a common goal
15. Core challeneges?
Keeping things moving and keeping up the pace!
Focusing participants on specific attribute and ignoring colour, size etc
Physically lifting/ moving the stimulus around – we got quite a workout!
Sticking to time and getting through amount of attributes
One of the attributes just didn’t translate – so we had to flex
Coping with limitations due to Covid
Ensuring high quality participants - a perfect fit for specific territories
16. Sometimes, you learn things the hard way…
Movement around the room
will help keep up the pace
and level of energy
A physical ‘test run’ is essential.
Ensure all stimulus is prepared
well in advance.
Pre-task the session to get
people into the ‘future’ focus
mindset
Pick the attributes which have
an impact on overall
perception and purchase
This is complex research to
manage logistically – in house
locations works best
To help consumers focus on
attribute ONLY (not colour, size
etc.) – use unbranded stimulus
17. This changed the design
game for our client…
§ Set of design rules to significantly shorten the product
development lifecycle
§ Comprehensive playbook for product and key category cues
§ Priority attribute scorecard showing key opportunities & areas of
focus for maximum impact
§ Detailed mapping charts for all stimulus across all attributes
§ ‘Frankenstein’ ideal bottle mock ups!