How to implement product design method for your company's branding

1. Product Design
For Effective
Branding
Nizar Maulana Azhari
LED BEM FMIPA IPB

2. Product Design
isn’t same as
Graphic Design

4. What is
Product
Design?

5. Why we must consider the
Product Design for our company?
“Good design satisfies customers, and
communicates the purpose of the product to
its market. The objective of a good product
design is to satisfy the customer by meeting
their actual needs or expectation”

6. “In our first year we didn’t spend a single
dollar on advertising… the best dollars
spent are those we use to improve the
customer experience.” -Jeff Bezos
17 years later, Amazon achieved
record annual sales revenue of
$177 billion
The importance of Product Design

7. “When we started talking to our
customers and seeing how they used
our service, it was the defining
moment of success that turned the
company around,”
Joe Gebbia, CPO Airbnb

8. 3 Aspect that You Must Answer
Before Building a Product
What problem are we trying to solve?
Who your target user?
What is your product vision & strategy?
1
2
3

9. Define Product Vision & Strategy
Vision
Why are we doing this?
Strategy
How are we doing this?
Vision helps build a common
understanding of “what we
are trying to build here and
why.
Product strategy is a
combination of a vision and
achievable goals that work
together to direct the team
towards the desired
outcome

10. That 3 questions is
important to build your
brand identity

11. Starbucks
What problem are we trying to solve?
Let’s meet while drinking a cup of coffee in a cozy
place
Who your target user?
Urban, high-income, high spender
What is your product vision & strategy?
Real customer experience around coffee
consumption. The emphasis is on classy design, cozy
atmosphere, custom-made coffee, friendly staff, and
fast service.

12. Only after answering those questions,
You can move to
Finding a Solution for the
problems that you wanna solve.

13. Design
Thinking
Process Cycle

14. Think Make
Check
Never Ending
Cycle
Product
Design
is a never
ending process
You should iterate the process
because market is changing and user
are demanding

15. Many Brand got an impact during this
COVID-19 outbreak
How we still relevant when
the market is changing and
we don’t listen to the user?

17. You can conduct both
Primary & Secondary Research
Interview
Ethnography Study
Observation
Desk Research
Survey
Google Play Review
Benchmarking
Competitive Analysis

18. The 5 Why’s Method
Tidak ada user baru yang register di hari ini. Why?
Karena submit buttonnya tidak bisa digunakan. Why?
Karena ada bug yang baru muncul saat rilis tadi malam. Why?
Karena tidak sempat untuk testing. Why?
Karena sibuk, tidak punya waktu. Why?
Banyak kerjaan di hari itu, sedangkan tim banyak yang tidak masuk

20. Put all of our research findings into:
Affinity
Mapping

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23. Every category that we have, make our
How-Might We
Questions

24. How-Might-We Questions
Pertanyaan yang berpotensi membangkitkan ide untuk menyelesaikan suatu permasalahan
Contoh:
Banyak pedagang kaki lima yang tidak bisa berjualan saat COVID-19
● How might we membantu para pedagang kaki lima mendapatkan
pemasukan seperti biasanya?
● How might we memberikan bantuan kepada pedagang kaki lima agar
bisa menjalankan kehidupan sehari-hari?
● How might we meningkatkan skill pedagang kaki lima agar bertahan
pada kondisi COVID-19

25. HMW Voting
HMW 1 HMW 2 HMW 3
HMW 5 HMW 6 HMW 7
HMW 4
HMW 8

27. 10 Minutes Brainstorming!
● Stay focused on the topic
● Defer judgement or criticism,
including non-verbal
● Encourage weird, wacky and wild
ideas
● Aim for quantity
● Build on each others' ideas

28. Dot Voting
Fancy idea 1 Fancy idea 2 Fancy idea 3
Fancy idea 5 Fancy idea 6 Fancy idea 7
Fancy idea 4
Fancy idea 8

30. Low Fidelity
Prototyping
a prototype that is
sketchy and incomplete,
that has some
characteristics of the
target product but is
otherwise simple, usually
in order to quickly
produce the prototype
and test broad concepts.

31. Crazy 8
● Silent Sketching
● Build max 8
different
concept
● Present to your
teammate
● Choose the best
concept from
each member

33. Test your
Prototype
And take notes on user feedback

34. DESIGNis not just what it
L O O K S L I K E
F E E L S L I K E
&
DESIGN
is how it works
Steve Jobs

35. Thank You
maulanazhar@gmail.com @nizarmaulanaz