Strategic Innovation in Product/Service Design

SVA MFA IxD \ Sunnie Sang !

2013.12

WHO

WHAT

TINA 26, freelance designer and student

in New York City

!

• loves design

• Brooklyn - Manhattan

• School - workplace

• Monday - Friday

• Carries laptop everyday

• Subway + walking

TINA’s challenges 26, a freelance designer and design

school student in New York City

! • Backache + stiff shoulder

• Cannot find a bio-fit laptop backpack which can also match with her outfit.

TINA’s need 26, a freelance designer and design

school student in New York City

!

A comfortable way to carry her laptop and everyday stuffs, to avoid further back problems !Fashionable to fit her everyday look, make her feel confident in school an workplace.

self-esteem

safety and security

HOW USERS CHOOSE BACKPACKS

“GOOD- LOOKING” COMFORTFUNCTION> >

DESIGNING BACKPACKS FOR WOMEN

! The shoulders are narrower !! The torso is shorter Different hip belts

why women’s backpacks should be different?

ComfortAppearance AccesibleLong-lastingOrganizedPrice

6 ATTRIBUTES OF USERS NEEDS

how

MAINSTREAM BACKPACKS IN CURRENT MARKETPLACE

Digital Accessory Outdoor Brand High-end Designer’s Brand (eg. Prada, Marc Jacobs) Casual Brand

AccessibilityOrganizedLong-lasting

Bio-fit

Painstaking

Fashion

General Expensive

Free

Stuffs unorganized

and not handy

Stuffs organized and handy

(Good quality) Last for

a long time

Easily access and low time-

consumed

Hard to access and

high time-consumed

Digital Accessory

User’s need

Outdoor Brand

(Bad quality) Last for

a short time

High-end Designer’s Brand

Comfort PriceAppearance

Casual Brand

USER’S NEED vs. ALTERNATIVE PRODUCTS

CHANNELS

Official online store

Official retail store

Zappo’s

Bestbuy

Computer store

0 1 2 3 4

Effectiveness Accessibility Brands Diversity

* Results need further market research

WHAT

ELEMENTS OF INNOVATIVE STRATEGY

High-Stakes Challenge

• Provide high-quality, bio-fit and fashionable design laptop backpack for young female consumers !!Diagnosis

• Establish a women's laptop backpack brand with high quality products and high brand-awareness • Entering the market with innovative brand positioning, dealing with potential competition in the

marketplace !!Guiding Policy

• Focus on the target consumers: women age 20-35 • Gather product design resources to provide high quality offerings to meet target consumers needs • Customer service and product experience • Effective brand communication with customers, building a community

!Coherent actions

• Continually researching and gathering supporting information from users and market; • Closely cooperate with experience product designer and engineers for product improvement; • Services and channels for building customer relationship • Digital marketing through website, advertising, social-media

!!

!How will we enter the market?

• Smaller target markets : 20-35 women !

• Focused products and services : laptop backpack + extend product + customize service

• Differentiation: emphasize tailoring for women’s daily life

ENTERING THE MARKET AS A “DISRUPTOR”

WHAT

ATHENE

independent

Productive

Freedom

Fashionable

Confidence

Personal

Organized

Safety

Healthy

BRAND IDEA

healthy urban lifestyle, for independent beauties.

ATHENE

USERS HIRE OUR SOLUTIONS FOR -

Portable storage for daily productivity

Statement of fashion and self

stylish comfortfunction- ality

PRODUCT POSITIONING

+ +

stylish

bio-fit

extend- products

X

BRAND POSITIONING DIFFERENTIATION

ATHENE

NATURE

TRAVELLER

TRAVELING

LONG-LASTING

CASUAL

5-35

UNISEX

ON/OFF LINE

URBAN

FREELANCER

UBAN LIFE

BEAUTY & EASY

CASUAL/PROFESSIONAL

ON/OFFLINE

25-35

WOMEN

ADVENTURE

BACKPACKER

HIKING

STRONG

PROFESSIONAL

5-65

UNISEX

ON/OFF LINE

URBAN

FUNKY GUYS

BIKING

SUSTAINABLE

CASUAL

15-30

UNISEX

ON>OFF LINE

URBAN

DESIGNERS

OFFICE

PRODUCTIVE

CASUAL

25-45

UNISEX

ONLINE

$20-150 $100-250$180-300$70-110 $200-600

Profit Model

Network Structure Process Product Performance

Product System

Service Channel Brand Customer Engagement

INNOVATION

High-quality offerings for customers daily usage scenario

Recognizable and differentiated positioning for women pursuing a healthy and fashionable urban life

An entire experience, building an emotional connection between brand and users, making our product a part of the users self recognition and expression.

Backpacks+extend products, highly scalable.

customize service connecting users & products through channels: online platform and offline store.

OFFERING EXPERIENCE+

Entice

Enter

EngageExit

Extend

PRODUCT EXPERIENCE

•Word of mouth

•Creative advertising on YouTube

•Online retail store high-light, eg. Gilt

•Attractive brand stories

•How-to-use videos

•Guidance of customizing

•Look-book of matching outfit

•The design of the product itself

•Modulate components

•Extend product lines

•Exclusive collections

•Sponsor for events

•Brand stories videos

•Social media communities

•On/offline events, campaign

•Newsfeed

WHO

Empathy, Creative, Responsible, Persistencevalues

abilities

skills

TALENT STRATEGY - BUILDING A CORE TEAM

Leadership, Open-minded, Action, Cooperation

Professional, Communicate, Prototyping, Execution

GENERAL

ORGANIZATION CHART

CEO

Branding Strategy Finance

Marketing Project Management+ User Experience

Tech engineering

Customer Service

Research Product Design Digital Design

Industrial Design

Manufacture

Web Developing

Web Design

core team

Q&A