This document outlines the learning outcomes and process for a workshop on new product design and development. The workshop will: 1. Map out the competition by assessing existing similar products and where they fall on axes of interactivity and level of interaction meeting consumer needs and desires. 2. Create consumer personas by understanding target customers in detail, including their pain points and goals, and plot them on the psycho-aesthetic map. 3. Identify opportunity zones where personas' needs are not met by existing products in order to develop a new product like a water bottle to satisfy unmet needs.

1. Workshop
On
New Product Design
& Development
LEARNING OUTCOMES

2. UNDERSTAND AND MAP THE COMPETITION
- Assess competitive products for a specific market.
- Goal – To understand the appeal of the existing product (water bottle).
- Look for a set of x-y coordinates: Degree of Interactivity (x-axis) – Greater the interactivity, the farther
to the right it should be placed.
- Level of Interaction (y axis) – Greater a consumer is able to attain emotional goals with the product
(bottle), higher it should be placed
1.

3. Self
Actualiza
tion
Aesthetic
Needs
Need to know &
Understand
Esteem Needs
Belonging & Love Needs
Safety Needs
Physiological Needs
Aesthetic
Entertaining
Intuitive Meaningful
Expressive unique
Consistent Systematic
Accurate Functional
Dependable Safe
Empowered Performance
CREATIVE
DYNAMIC
INTELLIGENT
PERSONAL
COHERENT
NATURAL
ESSENTIAL
MASLOW’S HIERARCHY OF NEEDS
CONSUMER’S HIERARCHY OF NEEEDS,
DESIRES & ASPIRATIONS

4. PSYCHO-AESTHETICSMAP
PSYCHO-AESTHETICSMAP

5. CREATE AND MAP PERSONAS
- Understand your target customer with a high level of detail.
- Consider a persona’s pain points
- Write “Help-me” statements
- Create your personas, determine relevant location and plot them accordingly.
2.

6. IDENTIFY OPPORTUNITY ZONES
- Opportunity zones occur where a persona does not match up with any existing product offerings.
- Create product (water bottle) to satisfy unmet needs.
- Think critically
3.

7. IDENTIFY KEY ATTRACTORS & ENGAGEMENT LEVERS
- Once you identify your Personas, attract them to your product by identifying specific design.
- Help them by solving their problems & give meaningful emotions by functional features of your product
that keeps improving
4.

8. KEY ATTRACTORS TEMPLATE

9. Visualize the Hero’s Journey
- Create the emotional attachment of Persona with your Product.
- Make them understand superior value proposition of the design that attracts them, interests them & make
feel great about themselves.
- Help them decide “moment of truth”
- This turns them into “hero evangelists” that spreads the word and generate more demand.
5.

10. THE HERO’S JOURNEY
MOMENT OF TRUTH
ENGAGE
ADOPT
HEROIC
EVANGELIST
USER
ATTRACT

11. Create basic design outline of product
- After identifying key attracts & functional or aspirational benefits of Persona, solve their unmet
problems by unique characteristics that appeals them.
- “Features & Benefits”- does it fit in all the environments.
- Create a basic design outline either in drawings or words.
6.