Workshop

On

New Product Design

& Development

LEARNING OUTCOMES

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

PSYC

HO

-A

ESTH

ETIC

S M

AP

PSYC

HO

-A

ESTH

ETIC

S M

AP

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.

KEY ATTRACTORS TEMPLATE

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.

THE HERO’S JOURNEY

MOMENT OF TRUTH

ENGAGE

ADOPT

HEROIC EVANGELIST

USER

ATTRACT

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.