Vizio by Daniel Kim

Lounge Table

STEEPX

Vizio

Table of contents 08 16 22 32 50 56 64 76 86 92

STEEPX SWOT Consumer archetypes Positioning matrix Survey Interviews Strategy roadmap Ideation User scenario Summary 2

Rebranding

Introduction

Vizio

Intro Vizio is an American consumer electronics company based in Irvine that was founded in 2002. The young company has landed itself as a new competitor in the consumer electronics market, however struggles to retain a strong brand identity. At the current moment, their display systems and speakers are the two main product lines that are keeping Vizio afloat. In order to become a greater competitive edge in the market, a new strategy that will solidify their identity and expand their reach in the consumer electronics industry is proposed.

Lounge Table

Overview

Vizio

Overview Intensive research and analysis led a strategy that includes six different brand attributes for Vizio to follow in the future. Various different method of the research took apart in order to see the overview of the Vizio as a tech company. Through this intensive research, I could make different strategy for the future Vizio. The research start with broad spectrum from STEEPX which is trend research to the more specific research through the user interview. Ideation sketches and user scenario also took apart in order to arrange tones of ideas and refine those ideas. In conclusion, there will be a conclusion section which will include all the summary based on the research.

Lounge Table

STEEPX SWOT Consumer archetypes Positioning matrix

Survey Interviews

Ideation Summary User scenario

7 06

STEEPX

Vizio

STEEPX The STEEP model has a solid research base with multiple studies in the top peer reviewed scholarly journals. Through conducting macro trends research on a diverse range of current and future trends with prospective opportunities, I could find different opportunities. STEEPX : Social, Technological, Economic, Environmental, Political, X (Vizioâ&#x20AC;&#x2122;s market sector)

Rebranding

STEEPX

Vizio

Social trends • Visual culture: New generation think visually and learn with images • Mobile world: Facebook showed that their mobile only active users have been grown 34 percent in 2014. • Dependent generation: half young European adults live with their parents • Local social networks and messengers are growing – Line, WeChat • Increasing number of uses of hash-tags which connects people who got same interests

Opportunities • Next generation of visual device (virtual reality, virtual projection) • Facebook application optimized for smart TV • System or device that can connect the young adults to their mentors • Create interaction between the Vizio’s devices within the house • Advertise with photos through various social networks like Instagram

STEEPX 10

Rebranding

Technological Trends • Gaming devices like Xbox became blur the line between entertainment and gaming • Revolutionized products through the 3D printing technology: 3D food printer • Application that deliver data to any device will develop: Cloud • Smart machines started to learn from the responses : Amazon Echo, Microsoft Cortana • Connected kitchen devices: change the way of product, consumer and interact with food • Wearable device to Therapy solution trend: creates therapy through clinically proven software • Adaptive technology for education: personalized education through real-time data

Opportunities • Home entertainment that creates lively environment • Intuitive 3D program that allow user to create 3d model and can print from printer • Cloud source that can storage the information from home devices to analyze • Responsive AI that can predict and suggest to user with the information they collect • Device that learns from user and grows as user put more inputs into the device • Home therapy device that provide suitable therapy depending on home condition • Educational system that allow teenager or college student to connect with instructors

STEEPX 11

STEEPX

Vizio

Economical Trends • Globalization • Increasing number of tourist from developing countries • Consumer spending is expected to rise 2.7% in 2015 • Great number of start up companies and still increasing • Population is shifting towards the old age • Consumer price will rise significantly • Growth of important in health

Opportunities • Advertisement through various sns to develop business in other countries • Advertisement on the tourist’s sites for foreigners who haven’t heard of Vizio • Increasing product lines and categories for variety of products • Support companies and collaborate with start ups • Create a software contents that can attract aged consumers (Sports, Netflix) • Cheap ranged products + high end products • Health tracking system for family

STEEPX 12

Rebranding

Environmental Trends • Increased environmental awareness: more bikes and public transportations • Finding alternative natural resources: hydrogen, electricity • Rising pollution in the developing world • Practical Eco packaging • Solar powered products • Smart home farming (self farming)

Opportunities • Support city bikes (New York city Citi bike) • Alternative power accessories that can connect to Vizio products • Sustainable store (environmental friendly store) in developing country • Biodegradable or eco friendly packaging for all the product lines • Solar power system for the Vizio products • Device that support home farming by tracking through the tracker inside the soil

STEEPX 13

STEEPX

Vizio

Political Trends • Brand loyalty is dead in most consumer products • Lack of leadership • The representative democracy is weakening • Income inequality • Education policy kept continued to grow from last year in order to accommodate wide range of students

Opportunities • Create solid strategy to create solid brand image • Leadership workshop within the company • CEO to attend conference and speaks in colleges • Create a lot of job opportunity within the company categorizing in specific sectors • Educational support system (scholarships for schools) • Educational device connect with Vizio products

STEEPX 14

Rebranding

Specific Market Trends • Home automation trends (responsive home) • Contextual computing(next generation of smart): mobile devices know you • IoT (Internet of Things): connection between the devices through the Internet • Personal data (customer data from company’s point of view) becomes digital currency • Virtual reality (gaming and other areas like movies) • Sensor technology: eye control, posture control, weather sensor(humidity, UV so on) • Next generation of 3D printing

Opportunities • Center system that can connect home devices • Collect information from the user to suggest based on the calculation of device • Devices talks and response to each other through the Internet • System that can storage user’s information securely • Home entertainment device that can connect with gaming console to boost the experience • Vizio devices that comes out with different types of sensors that collect data from the user

STEEPX 15

SWOT

Vizio

SWOT SWOT is one of the most effective tools to create an insightful and extensive branding strategy, before commit to any visionary business idea or costly product development. It is a strategic planning system of assessing a brand’s multiple branding touch points (i.e. a product idea, or an initiative, or any other situation) by evaluating its “internal” Strengths and Weaknesses and its “external” Opportunities and Threats.

Rebranding

SWOT

Vizio

Strength

Weakness

• Cost advantage that creates lower cost with high quality

• Low market share in the international market share

displays compare to other giant manufacturers

• Limited number of supply chain

• Effective communication through the various advertisement

• No service sector that provides different services

• Loyal customers uses only Vizio products

• No unique product category - Only has two product sectors

• Vizio has strong market share leadership on display panel in North America • Vizio has reputation management that maintains the quality of product

Opportunities

Threats

• Create high-quality, high-end product which can help to get

• Intense competition with the large international companies

rid of the perception of cheap display=Vizio

• Perception towards the Vizio product

• Collaboration with the start up companies that specialize in

• Low quality after service which can create negative reviews

certain product sectors

• A lot of speaker start ups with fresh ideas that can decrease

• Customer center which can take care of all the after care

the market share

service of Vizio products • Product and services expansion with emerging technology

SWOT 18

Rebranding

Strength

Weakness

• Industry leadership position in memory chips, televisions,

• Dependence on Google’s Android provides little control

mobile phones, smart phones and LCD monitors

over the OS used in the company’s products

• Brand recognition and reputation

(Too much dependent for softwares from other companies)

• Enormous advertising and marketing budget

• Positioning the company as a high-tier mid-tier and low-

• Product innovation and design capabilities

tier smartphone

• The strongest patents among the technology companies

• Too many smart phone models

Opportunities

Threats

• Introduce its separate low-end smart phone brand to deal

• Creates intense competition in the market Samsung is oper-

with the expansion of Xiaomi, Huawei and Lenovo smart

ating

phones

• New patent fight resulting into company’s poor reputation

• Expands Smart TV lines

and negative publicity

• Growing demand for gesture recognition sensors, displays,

• Smart phones using Android OS are becoming a commodity

cameras, etc(through the patent they created).

• The average selling price of smart TVs will fall

• Create new type of OS just for the Samsung smart phones

• Treats from Chinese company products

• High-end consumer electronics products

• Lawsuits against the company

SWOT 19

SWOT

Vizio

Strength

Weakness

• Wide range of products that covers a lot of categories

• Lack of influence for the early adopters especially in the

• Effective localization of products like cheap phone for India

social media environment

• Good after service and wide distribution network

• Limited market share compare to other tech giants

• Strong display and LCD technology with ultra resolution

• Declining performance in mobile industries

screens

• Declining performance in Korean market

• Sponsors entertainment events and sports that creates large visibility

Opportunities

Threats

• Fast growth of home appliances, electronics goods market

• Price war with close Korean competitors like Samsung can

• Convert improved brand image

disrupt growth

• Increase the already wide product portfolio

• Highly competitive industry dynamics

• New generation of screen sector(virtual reality)

• Instances of false can erode brand value and consumer trust

• Create a wider range of concentrated product line for the 3rd world market(Indonesia, India)

SWOT 20

Rebranding

Strength

Weakness

• Sony built strong brand identity through the history

• Losing a lot of market share in television to other manufac-

• Projected Growth in the Consumer Electronics Market

turers like LG and Samsung

• Strong Positioning in Emerging Economies

• Too many business segments it does not have focus any-

• Huge range of product categories

• Strong network in game licenses

• Has not been managed to focus on just few products

• High audio capabilities

• Have not done a good job with maintaining multiple functions

Opportunities

Threats

• Concentrate more on the movie and music business

• Price competition from competitors such as Samsung and LG

• Add the value to the home entertaining system through the

• Appreciation of the other brands like Apple and Samsung

gaming space

• Sony’s online network faces threats from hackers. The com-

• Health care imaging sector with the Olympus

pany’s Playstation network was hacked, resulting in leakage

• High end quality market focused products

of customer information, such as credit-card data.

SWOT 21

Consumer archetype

Vizio

Consumer Archetype Consumer archetype defines range of prospective customer demographics. Archetype profile including a different types of profiling data. Incorporate the adopter type (i.e. adoption curve influencer/innovator, early adopter, early majority, late majority, laggard) has been included into the archetypesâ&#x20AC;&#x2122; profile. Moreover, by characterize each consumer archetype with 6 attributes, I could see potential customers.

Rebranding

Consumer archetype

Vizio

Entertainment seeker • Aged 15-20 • Young Teenage Male • Living in Urban city with parents and brother • High School student • Spend $20-30 per week • Addicted to games and music • Visit Gamestop at least once a week • Playing console games through Internet with friends • Always tries to escape from boredom • Rock music • Early majority

“Rebellious Game geek”

Rebranding

Techie Rebel • Aged 15-20 • Young Teenage Male • Living in Urban area with scientist father • High School student • Spend $10-15 per week • Spend $100-200 per month on gadgets • Cutomizing computers and devices • Recently success to make 3D printer with different components • Overturn what isn’t working • Avoid buying gadgets that everyone has • Early adopters

“Intelligent Tech Master”

Consumer archetype

Vizio

Freedom achiever • Aged 20-25 • 1st or 2nd year College student • Living in rural area where school is located • Business major student • Spend $500 per month • Recently got out of her parents house • Received settlement money from parents • Love decorating her own house • Have desire to fill up her room with beautiful products • Very strict on her own spending and carefully decide the product • Late majority

“Open-minded Explorer”

Rebranding

Fresh Prince of Society • Aged 20-25 • 1st or 2nd year College student • Living in urban area • Mechanical engineering major college student • Interning in cooperative company • Spend $1000 per month • Got an internship in San Francisco • Collecting new gadgets • Kickstarter addict • Love experiencing new emerging technology • Seeking for smart devices that triggers his curiosity • Early adopters

“Ambitious Wanderer”

Consumer archetype

Vizio

Netfilx Fiancée • Aged 25-30 • Graduated College student • Living with parents after the graduation • Graduated with marketing major • Seeking for a job • Spend $50 per week • Do not like to go out of the house • Love action drama series • Gold member of Netflix • Spend more than half of the day in front of the TV • Lazy • Planning to get a new device he saw on TV • Always checking to his social media • Late majority

“Super Introvert”

Rebranding

Budding CEO • Aged 30-40 • Start up company CEO • Living in urban area around his office • Graduated with business major • Started his company a year ago • Income 50k-80k • Seeking to find new products and services • Trendy • Innovator and creator • Be as strong and competent as possible • Seeking out and experiencing new things • Creative and love imagination • Innovator

“Ambitious Perfectionist”

Consumer archetype

Vizio

Home Hero • Aged 30-35 • Working in Cooperative company • Living in urban area around her office • Graduated with math major • Has been working 5 years for her company • Income 90k-120k • 1 year old daughter • Started to work at home when she got baby • Home maintaining + baby care + work • Tough life to maintain however passionate about all of them • Do online shopping due to lack of time • Doing things for others

“Time effective machine”

Rebranding

Old Jester • Aged 60-65 • Retired Engineer • Lives in suburban area with his wife • Income - 8k per months • Has two sons working in the same field(engineer) • Love watching TV and listening to classical music • Enjoy sunshine in the afternoon • Doing some freelance side job from his retired company • Love traveling with his wife • Always tries to be active • Running • Laggards

“Nomad Sightseer”

Positioning Matrix

Vizio

Positioning Matrix Positioning Matrices to identify the most compelling opportunities.. To obtain crucial insights into Vizio brandâ&#x20AC;&#x2122;s position in the competitive arena. Map Vizio and the competitions on the respective positioning matrix, then super-impose prospective customers on these matrices. There are 3 matrices which represent - A. Strategic foresight, B. most impaction, C. Best value and ROI

Rebranding

Positioning Matrix

Vizio

Archetypes Availability vs Light user, Tech professionals

Rebranding

Brands Availability vs Light user, Tech professionals

Availability High

• Samsung • Panasonic • Sharp • Sony Tech professionals

Light user

• Toshiba • Philips • LG • Vizio

Low

Positioning Matrix

Vizio

1. Professional products + Light user products Attract both extreme professional customers and light mass consumers with wider range of sales channels. Attracting extreme cases will allow Vizio to explore more on hardcore products that can push the limit of the company.

2. Professional products + Higher availability Most of professional products are really hard to access to the customer, however, there is high chance of success if Vizio can provide professional products in variety of sales channels

Rebranding

2 1

Positioning Matrix

Vizio

Archetypes Tech Shrewd vs Price Tech Trendy

Rebranding

Brands Tech Shrewd vs Price Tech Trendy Price High

• Samsung • Panasonic • Sharp Tech trendy Tech Shrewd Low

• Sony High

• Toshiba • Philips • LG • Vizio

Low

Positioning Matrix

Vizio

1. Tech Trendy + Low price Like fast fashion, Vizio can also provide low priced tech trendy products to the market. This will allow vizio to adopt to the trend more quickly. Moreover, Vizio will not only react to the tech trend but also in various categories of trends like fashion.

2. Tech Trendy + High price Vizio do not offer high end product that follows the current tech trend. Vizio can offer high end product with emerging tech trend. This will allow Vizio to sell more high end product in variety of product categories.

Rebranding

2 1 41

Positioning Matrix

Vizio

Archetypes Single function, multimedia vs Standalone, Integration system

Rebranding

Brand Analysis:

Multimedia

Standalone system

Integration system

Single function

Positioning Matrix

Vizio

Brand Analysis:

Multimedia

Standalone system

Integration system

Single function

Rebranding

Brand Analysis:

Multimedia

Standalone system

Integration system

Single function

Positioning Matrix

Vizio

1. Integration system + Multimedia Multifunctional Integration system that includes multifunctional devices all-in-one to create new experience

2. Standalone Integration + Multimedia Multifunctional Product that can be separated to become standalone device from Integrated multimedia system

3. Integration system + Single function One product that concentrates on a certain category that can be integrated well with other Vizio products

Rebranding

1 2

1 3 47

Positioning Matrix

Vizio

1. Integration system + Multimedia Multifunctional Integration system that includes multifunctional devices all-in-one to create new experience. Moreover, Vizio can extend their business plan to more broad spectrum like multimedia industry.

2. Standalone Integration + Multimedia Multifunctional Product that can be separated to become standalone device from Integrated multimedia system. These days there are great number of products that do all different kinds of function, all-in-one standalone system can make people easier to control their device in multifunctional ways.

Rebranding

Survey

Vizio

Survey Develop consumer insight survey questionnaire (10-15 questions of multiple choice and open-ended) for the identified target customer (minimum 10 surveys) + other consumer archetypes (5 surveys per archetype). Moreover, Iâ&#x20AC;&#x2122;ve conducted interviews with target customers.

Rebranding

Vizio

Survey

Survey charts

Question: What do you use the most among

Question: How old are you?

the home electronics? Answers: 25

Skipped: 0

Answers: 25

Skipped: 0

Question: What do you consider the most

Question: How often do you rearrange or

when you are buying those products?

change your mood of house?

Answers: 25

Skipped: 0

Rebranding

Question: Have you heard of open plat-

Would you change mood of your house

form?

more often if these obstacles didnâ&#x20AC;&#x2122;t exist?

Answers: 25

Skipped: 0

Question: Do you have any tracing or smart

Answers: 25

Skipped: 0

Question: What kind of device do you use?

device? Answers: 25

Skipped: 0

Answers: 25

Skipped: 2

Question: How much do you trust on the

Question: Do you follow the suggestion

information they provide?

they give you?

Answers: 25

Skipped: 1

Survey

Vizio

Results,

“ Speakers are the most used home electronics for 20s ”

“ Not many consumers(20-30) are familiar with Open platform ”

“ Reviews are the main consideration when buying these products ”

“ Many user think it’s time consuming and hard to figure right mood for the house ”

“ Change mood of their house in every month ”

“ Consumers still do not fully trust on the information from device ”

Rebranding

What is your perception towards VIZIO? “Taiwanese”

“Monitor”

“Electronics”

“Chinese”

“Affordable”

“Screen”

“Television”

Interviews

Vizio

Interviews For each archetypes, Iâ&#x20AC;&#x2122;ve conducted interviews in order to find out what consumer are wanting for the future tech. Moreover, Iâ&#x20AC;&#x2122;ve collected some of the images that they have in their rooms or their favorite products. All the consumers are assumed by my perception and tried to fit as accurate as possible.

Rebranding

Interviews

Vizio

Entertainment seeker Mark Lee Age 17 From Ulvine, CA Loves playing game and listening to music

KEY TAKEAWAYS • Only uses TVs and Game Console • Love playing Guitar Hero • Why? loves to see music visually expressed • I don’t trust information from smart tracking devices • Because of his brother he usually cannot listen to music with his speaker - uses headphones • Love using Xbox Kinetic to play games

“Early majority”

Rebranding

Freedom achiever Cindy Hsiao 23 From Cheltenham First year living herself alone

KEY TAKEAWAYS • Speaker was a first product that I bought after the graduation • It is so hard for myself to move around furniture to change the layout of the room often • Owns Jawbone UP - she believe that it is very accurate and follows its suggestion very often • Would like to buy Hue because it would help changing mood of her room more often

“Late majority”

Interviews

Vizio

Techie Rebel Samy Yousif Age 19 From Pasadena, CA Love customizing his computer and gadgets KEY TAKEAWAYS • People tend to get scared because of the complicated visual however, customizing computer is not that hard • I personally do not use smart device at all because I believe that it is not just there yet to fully understand us to make decision for us. • I believe open platform will be the future of the customization that people are not only can change a appearance but also the contents of the products

“Early adopters”

Rebranding

Fresh Prince of Society Thomas Lee 27 From Seoul Graduated from University of Pennsylvania KEY TAKEAWAYS • Too many smart, smart, smart devices - However, in fact, most of them are really stupid and cannot really function as I wanted to be • Love experiencing new tech which boost my curiosity • I love touching or watching cool UIs • I get satisfaction through making my home more smarter(got nest, Smart lock, August connect) • I just buy different devices because of my curiosity

“Early Adopters”

Interviews

Vizio

Budding CEO MJ Lee 35 From San Francisco Google Software Engineer, Founder of Asada

“Innovator”

Rebranding

Old Jester Hyung Kim 61 From Seoul Retired lawyer KEY TAKEAWAYS • Always listens to classical music while reading books • Uses health tracking device(Fitbit), however, does not fully trust on devices • I always buy my audio system depending on the value of the company • I do not care much about the quality of sound, however, I do care about how well the speaker will integrate with my living room atmosphere

“Laggards”

Strategy roadmap

Vizio

Strategy Roadmap As a result of extensive R&D, I developed a comprehensive Branding Strategy with road-map time line and core branding attributes. For this section, different strategy depending on various aspects. This includes value propositions, innovative multiple-touch points design solutions, target customer, customer experiences, new product line benefits, marketing strategy and sales channel strategy. Moreover, branding road map includes tactical implementation time line showing short/ mid/long term with a comprehensive multiple branding touch point tasks.

Rebranding

Strategy roadmap

Vizio

Product line benefits 2015

2018

2020

2025

TVs Speaker

1. TVs >>>>>> First introduction for Vi AI system that integrated into TV and suggest user like Netflix

1. TVs >>> AI system >>>>>> Not only TVs, Vi started to integrated into other Vizio devices.

2. Augmented Reality device (Glass,screen)

2. Developed Augmented Reality (Glasses)

1. TVs >>> AI system >>>>>> Not only TVs, Vi started to integrated into other Vizio devices>>>> TVs gone,decreasing >>> Mass production of Developed Augmented Reality (Lens)

3. Speaker >>>>> Visual Sound source (Not only uses as speaker but also will be used as therapy purpose)

3. Speaker >>> Visual sound source >>> Open source Sound source(allow people to change and customize)

2. Speaker >>> Visual sound source >>> Open source Sound source(allow people to change and customize) >>> Physical Sound source(physical movement with sound source)

Rebranding

Target customers 2015

2018

2020

2025

Freedom achiever

Techie Rebel

Entertainment seeker

Fresh Prince of Society

Budding CEO

Fresh Prince of Society

Budding CEO

Fresh Prince of Society

Old Jester

Freedom achiever

Techie Rebel

Freedom achiever

Budding CEO

Strategy roadmap

Vizio

Marketing strategy 2015

2018

2020

2025

TVs Speaker

Promote strong visual language of the brand

Promote customizable feature of the product through experiencing store

Physical experience store where people can experience with all kinds of senses through Vizio products

Create brand experience store that allow consumers to experience new products from Vizio Store booth within the large retail store (mini version of brand experience store) Commercials and campaign to advertise products through various young medias(SNS;Facebook,instagram)

Manual books and youtube videos that instruct how to control and customize the products Class or session for advanced users to create completely new platform or system for Vizio Start to promote the augmented reality and changing TVs into the new generation of the visual device

Collaborate with major game companies and manufacturers to create new experience with the multi sensory speaker Promote the change that Vizio brought to the market with new category of products

Gaming Expos or forums to promote the open source platform of the Vizio products Why? Allow people to recognize the brand Vizio , Need to create sophisticated brand image that obtains userâ&#x20AC;&#x2122;s trust

Why? Brand image that allow user to change the products as they wanted (Promoting customization)

Why? Vizio = creating innovative products that did not exist before in the market ;innovative company

Rebranding

Service and Sales Channel strategy

Service

2018

2020

2025

App that can partially explore and experience the products of vizio

Cloud service which allow user to share their knowledge about the open-source platform

Connecting with other part of categories like health(doctors,PT).

Trial or try-out for Vizio products and free return policy (like Warby Parker) Why? Changing brand image and promote the brand image

Sales Channel

Vizio experience center where people can use Vizio products and purchase the items Pop up store that provides personalized service for the customers Why? Improve brand image and experience the Vizio products to a wider range of customers

Free streaming service for the manual and session for the opensource

Why? Can personalize the device as they wanted through this service

Why? Promoting the open-source platform of the Vizio devices Vizio education center or personalized session integrated with the experience center where consumer can learn about the open source and how to customize the device as they want to.

Wider sales channel where Vizio product can be sold anywhere like Fashion store, High end Boutique, Hospital and so on.

Why? Promoting customization of the device

Strategy roadmap

Vizio

Product strategy roadmap 2015

2018

2020

2025

Rebranding

Marketing strategy roadmap 2015

2018

2020

2025

Strategy roadmap

Vizio

Service and Sales Channel roadmap 2015

2018

2020

2025

Rebranding

Archetype strategy roadmap 2015

2018

2020

2025

Overview

Vizio

Look, taste and feel the sound Promote an highly intelligent stereo system that brings whole new level of experience though multi sensory integration.

Place yourself in where happiness begins Provide a future of projection that correspond to the peopleâ&#x20AC;&#x2122;s behaviors that creates attachments and companionship

Learn from you, Grows with you Elevate the quality of peopleâ&#x20AC;&#x2122; lives through ambient intelligence that collects information from person to make better guesses to what they need or want.

Rebranding

Ideation

Vizio

Ideation During my ideation process I tried to define what values, userâ&#x20AC;&#x2122;s needs/wants, benefits/features, etc. Moreover, Iâ&#x20AC;&#x2122;ve referred to trends, materials, technologies, CMF. I also Included visual references to communicate each concept effectively..

Rebranding

Ideation

Vizio

Rebranding

Ideation

Vizio

Rebranding

Ideation

Vizio

Rebranding

Ideation

Vizio

Rebranding

User scenario

Vizio

User Scenario Storyboard showing several user scenarios of a persona based on multi-touch point experience concepts (marketing, product, service, app, sales channels. environment, etc.). Value-added (benefits and solutions to their pain points) day-in-the-life experiences for your persona/target customers. Encompass a concise description of an overall narrative, ideation sketch and some reference images

Rebranding

User scenario

Vizio

1. Wake up with the transparent screen to check todayâ&#x20AC;&#x2122;s schedule.

2. As Jake walks towards the kitchen for breakfast he picks up the expandable screen from charging dock

3. He expands level 1 expansion shows the headlines of the news

4. He expands level 4 expansion detailed articles comes out

5. Electronic Cutting board turns on as the Jake approaches

6. Board suggests 3 different option of breakfast that fits with his nutrition 1. Normal breakfast 2. Fast breakfast 3. Super fast breakfast

Rebranding

7. Jake chose normal breakfast because itâ&#x20AC;&#x2122;s Saturday!

8. Electronic cutting board goes through step by step with Jake to create wonderful Saturday breakfast.

9. As Jake sits with his breakfast on the dining table the 3d music player turns on. The smooth light is projected onto the table with smooth jazz music

10. However Jake wanted to have exciting music to start his Saturday, so he draws more sharp sound wave onto the table and sound music player started to play exciting music

11. As he watches action movie, the sound mat reacts and projects the sound into physical touch, temp with the projection on ceiling

12. After movie, Jake decided to play with Cushy, Jakeâ&#x20AC;&#x2122;s AI friend

User scenario

Vizio

13. During his breakfast he reads newspaper with the expandable screen

14. After breakfast, he lies on the sound mat to enjoy one of the movie that he downloaded yesterday

15. As Jake is playing with Cushy, his friend Kevin called him through the Cushy and ask him whether he wants to play virtual soccer with him

16. As he calls Cushy, Cushy came out from the bed and comes in front of him.

17. Jake teased Cushy by pushing and squeezing.

18. Jake changed Cushy into Soccer mode, and Jake started to kick and play soccer.

Rebranding

19. After the soccer game, he decided to take a sound bath. As he takes a bath he enjoys visual movement of the sound wave comes out through the bath tub with the music

20. The soccer field has been adjusted with the size of his room and the gyroscope inside the Cushy adjust its power not to fly away which allow him to kick as hard as he wants within the room.

21. After bath, Jake decided to take some rest on the sofa so he called Cushy and squeeze hug him as Cushyâ&#x20AC;&#x2122;s temperature increases to allow Jake to feel the warmth.

Summary

Vizio

Summary In conclusion, through tones of research, I could see broad spectrum of trends, needs and other aspects that Vizio should pursuit in the future. For the summary, Iâ&#x20AC;&#x2122;ve concluded all the information that has been covered through out the research in order to create the suitable product for the Vizioâ&#x20AC;&#x2122;s future strategy.

Summary

Vizio

STEEPX Create new generation of visual device (virtual reality, virtual projection)

Alternative power accessories that can connect to Vizio products

New generation of Visual Device Home entertainment system that not only provides entertainment service but also creates new experience

Create solid strategy to create solid brand image

Increasing product lines and categories for variety of products

Collect information from the user to suggest or make decision for you based on the calculation of device

Responsive AI that can predict and suggest to user with the information they collect

Device that support home farming by tracking and suggest through the tracker inside the soil

Educational device connect with Vizio products

Responsive AI

Home entertainment system

Vizio devices that comes out with different types of sensors that collect data from the user

Sensor that collects data from user

Rebranding

SWOT Add the value to the home entertaining system through the gaming space

Create a wider range of concentrated product line for the 3rd world market(Indonesia, India)

Emerging markets of Asia and Latin America presents business expands opportunities

Product and services expansion with emerging technology

Create a wider range of concentrated product line for the 3rd world market(Indonesia, India)

Create high-quality, high-end product which h can help to get rid of the perception of cheap display=Vizio

Growing demand for gesture recognition sensors, displays, cameras, etc(through the patent they created)

Create new type of OS just for the Samsung smart phones (Own OS)

Add the value to the home entertaining system through the gaming space

Gesture recognition sensors, displays

Home entertainment system

Gaming space

Concentrated product line

Summary

Vizio

Archetype - Aged 15-20 - High School student - Addicted to games and music - Always tries to escape from boredom - Rock music - Early adopters

- Aged 30-40 - Start up company CEO - Seeking to find new products and services - Trendy - Innovator and creator - Innovator

- Aged 18-25 - Customizing computers and devices - Recently success to make 3D printer with different components - Overturn what isnâ&#x20AC;&#x2122;t working - Avoid buying gadgets that everyone has - Early adopters

- Aged 20-25 - 1st or 2nd year College student - Recently got out of her parents house - Love decorating her own house - Late majority

- Aged 20-25 - 1st or 2nd year College student - Mechanical engineering major college student - Spend $1000 per month - Collecting new gadgets - Early adopters

- Aged 60-65 - Love watching TV and listening to classical music - Enjoy sunshine in the afternoon - Love traveling with his wife - Laggards

Early adopters

Innovators

Rebranding

Positioning matrix Attract both extreme professional customers and light mass consumers with wider range of sales channels

Integration system that includes multi functional devices all-in-one to create new experience

Product that can be separated to become standalone device from Integrated multimedia system

Most companies do not offer a lot of professional products on the public market and not available in sales channels

Like fast fashion Vizio can also provide low priced tech trendy products to the market

Product that can be separated to become standalone device from Integrated multimedia system

Vizio do not offer high end product that follows the current tech trend. Vizio can offer high end product with emerging tech trend

Integration system that includes multi functional devices all-in-one to create new experience

One product that concentrates on a certain category that can be integrated well with other Vizio products

Multifunctional devices All-in-one

Integrated multimedia system

Tech trendy devices

High end product with emerging tech trend

Summary

Vizio

Consumer insights Speakers are the most used home electronics for 20-30s

Reviews and previous experience are the main consideration when buying these products

Many user think it’s time consuming and hard to figure right mood for the house

Not many consumers(20-30) are familiar with Open platform

Consumers still do not fully trust on the information from device

• Just bought small speaker to take around with him • People tend to get scared because of the complicated visual however, in fact, customizing computer is not that hard job

• Only uses TVs and Game Console • Love playing Guitar Hero • Why? He loves to see music visually expressed through the game • I don’t trust information from smart tracking devices • Because of his brother he usually cannot listen to music with his speaker - uses headphones • Smart device market becomes too saturated

Speakers are most used home electronics for 20-30s

Love to see music visually expressed through game

• Too many smart, smart, smart devices - However, in fact, most of them are really stupid and cannot really function as I wanted to be • I just love experiencing new technology which boost my curiosity • I love touching or watching cool UIs which stimulate my different senses • I get satisfaction through making my home more smarter(got nest, Smart lock, August connect)

Touching cool and unique UIs

Open platform = future of customization

Rebranding

Branding Strategy 2015

2018

2020

Augmented Reality device (Glass,screen)

Developed Augmented Reality (Glasses)

First introduction for AI system that integrated into TV and suggest user like Netflix

Not only TVs, AI started to integrated into other Vizio devices.

Visual Sound source (Not only uses as speaker but also will be used as therapy purpose)

Open source Sound source(allow people to change and customize)

2025 Mass production of Developed Augmented Reality

Physical Sound source(physical movement with sound source)

Summary

Vizio

Overall summary Multifunctional devices All-in-one

Speakers are most used home electronics for 20-30s

Home entertainment system

Integrated multimedia system

Love to see music visually expressed through game

Home entertainment system

Gaming space

Tech trendy devices

Touching cool and unique UIs

Sensor that collects data from user

Concentrated product line

High end product with emerging tech trend

Open platform = future of customization

New generation of Visual Device

Gesture recognition sensors, displays

Responsive AI

100

Rebranding

Strategy summary 2015

Televisions

Speakers

2020

Advanced smart projector

Speakers + Visualization

2025

Tactile experience projector

Speakers + Visualization + touch

AI system introduced

Physical AI system

101

Daniel Kim dkimdesigns@gmail.com dkimdesign.com 206.419.6432

102