Product Development Case Study Series Part 3C

part 3 c of 7 part Case Study

1 Product development

Luxury brand Case Study

2

Notes

3

November 2012

Max Ruckman, Black & Decker HHI

Bill O’Connor, Source, Inc.

Andrew Schechterman, MS, PHD

Michael Eckersley, MFA, PHD

Luxury Brand

Business

Development

Case Study Part 3 c

www.maxruckman.com

4

Brand research / ethnography

5

Ethnography

Brand Strategy

Development and

Creation Design of a

branding System For

Project PAROUSIA

Development

6

7 Branding objective

process

Designer-Arbiter & Client-Consumer: User Research

User Research

8

objectives

9

help

inform

a new

hardware

brand and

platform

objectives

10

objectives

11

objectives

12

provide conceptual representations of insights,

conclusions and recommendations

objectives

13

Design for Experience Method and Process: Quick Primer

Primer

14

Design for Experience Method: High-Level

Primer

15

Design for Experience Method: In-Depth

Primer

16

a wide or horizontal view yields a commodities or manufacturing view of humans as customers

Seeing Customers – Humans – Experience

“I am Me” By Becky Weraer I am funny. I run, sing and play. I like dogs. I’m a sister.

Primer

17

a zoom or vertical view yields a market view of customers as humans

Primer

18



a microscopic view demands patience and skill, but yields critical insights

Primer

19



Discover & Refinement Opportunities Everywhere

Primer

20


Primer

21

Primer

22


Primer

23


Culture + Context = Everyday Realities

Primer

24

Human Data - Personas - Archetypes - Design Filters

Primer

25

Primer

26

Archetype as Human Continuum

Primer

27

Primer

28

Archetype as Human Continuum

Express, Search, Manage, Realize and Manifest

Primer

29

Participants

participants

30

Participant Geography: Current and Previous

participants

31

Arbiters

32

Arbiters

33

Kim

Arbiters

34

Lucy

Arbiters

35

Martha Ann

Arbiters

36

Kathy

Arbiters

37

Client - Consumers

38

Client consumers

Liz & Robert

39

Client consumers

Marlise&&& Mike

40

Client consumers

Leslie & Family

41

hybrids

hybrids

42

hybrids

43

Annie

hybrids

44

Brad

hybrids

45

melanie

hybrids

46

Data points, Touch points, Moments of Truth, Constructs

47

Touchpoint universe

48

Arbiter - relevant touchpoints

49

Consumer relevant touchpoints

50

Builder / architect – relevant touchpoints

51

Touchpoints of shared relevance (consumer – arbiter)

52

Touchpoint constellation construct

53


54


55


56

Problem Solution Spaces

57

Problem – Solution Space #1

Problem solution spaces

58

Problem – Solution Space #2

Problem solution spaces

59

Personas Archetype

60

Interior Designer Archetype: Carole

61 Personas Archetype

Interior Designer Archetype: Carole


Client Couple Archetype: Leslie and Doug


Client Couple Archetype: Leslie and Doug


Relationship Continuum Archetype: Client Leads


Relationship Continuum Archetype: Collaboration


Relationship Continuum Archetype: Arbiter Leads


Scenario of Use and Validation














Conclusions and Recommendations 1

81 Conclusions and recommendations

82


Conclusions and recommendations

83



84



85



86



87



88



this might be thoughtfully branded project

workbooks, bags or other items that would

make easier the arbiter's and/or client's life

89



90



91



homes designed to a particular stylistic theme throughout (e.g.. rocky mountain

lodge, cape cod bungalow, italian-tuscan) do exist, however, they do not appear to be the

norm among our participants (at present)

92



we find evidence of stylistic eclecticism in the specification of interior materials, surfaces, furnishings and details

there is a significant amount of beautiful, functional,

sustainable (though expensive) door and bathroom

hardware, available - many of these items are in niche markets; some, such as southwest door’s hardware are

offered in “handmade, architectural families.“

93



there are certain items they’re willing to purchase without having “laid hands" or placed in context of the existing space, though this seems difficult for the hardware decision

94



brochures are detailed, and clients seem willing to do the work to locate items of interest, to see and touch for themselves

95



96



97



target the arbiter to launch, they have “access” to the transactor

98 What did the research tell us?

in the beginning the arbiter is the storyteller

over time the brand can carefully begin to assume this role





promote the brand to the arbiter (& through him/her to his/her client) with “things” (artifacts, workbooks etc.) that support the brand’s meaning of discovery


November 2012

Max Ruckman, Black & Decker HHI

Bill O’Connor, Source, Inc.

Andy Schechterman, MS, PHD

Michael Eckersley, MFA, PHD

Luxury Brand

Business

Development

Case Study Part 3 c

www.maxruckman.com

10

4

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