Download - New product development
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.
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 NEEDSCONSUMER’S HIERARCHY OF NEEEDS,
DESIRES & ASPIRATIONS
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.
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.
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.
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.
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.