- Setting the Stage
- Case Study: Huggies Pull Ups (success story)
- Case Study: Reckitt Benckiser (a failure)
- Toolkits and Techniques
Setting the Stage
We have found needs and explored how to rank them (Maslow / Context to Qualifier), but now need something more to help push into possible design solutions
We begin organizing needs into categories or frames that help inform and inspire design
We look to create new design ideas from hidden meanings, derived from users’ stories, observations, and interviews.
We create new contexts for use
- the work to be accomplished
- access to the use
- stories created to make sense of an experience
A way to create new utility and usability is to find un-utilized meaning
Design makes use, usability, and meaning tangible
Design is the most fundamental way a company communicates with its customers
Case Study: Huggies Pull Ups (success story)
- diapers weren't selling well, they were marketing how absorbent the diapers were, like a paper towel
- Rethink current approach to diapers How are diapers purchased? In the dog food aisle
- Messaging was similar to that used in the waste industry: functional details.
- The stories important to customers weren’t the stories important to the client (Kimberly-Clark) ...a problem
Sold $3.6B up 6.5% that Qtr
- Insight: Diapers are clothing! Children’s clothing is an indicator of future success.
- Need: Parents need [a way] to relieve the anxiety of potty training. The meaning of Huggies Pull Ups is different than diapers.
- “Is your child still in diapers?”
- No, she’s in Pull-Ups now.” [i.e., “I’m relieved that I’m a good parent.”]
Case Study: Reckitt Benckiser (a failure)
Despite extensive market research, their new “clean and fresh” toilet bowl concept failed with consumers
- Thought it was primarily a usability problem • We fixed the product’s use and usability but missed it’s meaning
- There was a deeper disconnect
- “I don’t want my shit to smell like roses”
Design makes use, usability and meaning tangible
Design is the most fundamental way a company communicates with its customers • What’s the story?
- How is it told?
- Is it told the same way?