DRIVING INNOVATION FOR DURABLES
REIMAGINING PRODUCT DEVELOPMENT BASED ON IN-HOME ETHNOGRAPHY
At-A-Glance
Understand the consumer journey leading to purchase decisions.
Analyze elements that make up the purchase pathway.
Identify customer needs and determine what should be done to meet them.
The Challenge
In order to gain a clear perspective of their consumer journey, a durables brand wanted to explore the many elements that make up this purchase pathway. The ExperienceBuilt Group jumped in to identify the steps in the process.
The Experience Solution
1) Identify Innovative Solutions
The ExperienceBuilt Group dove into at-home ethnographies to identify innovative product efficiencies and improve the Company's brand positioning.
2) Conduct a Workshop
The ExperienceBuilt Group hosted a workshop to better understand the R&D initiatives, purchase journey, installation, and products.
3) Tailor Upcoming Initiatives Roadmap
EBG created a roadmap focused on addressing customer needs
and incorporating new
innovative approaches.
The EBG Impact
The workshop generated a substantial list of possible R&D initiatives. It also delivered a better perspective on the purchase journey, installation, and product-based innovation that can shorten the product cycle and drive the Brand’s premium brand positioning. This process yielded a 24-month R&D Roadmap grounded in consumer needs and jobs to be done.
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