understanding
opportunity
Worksheet 18 Project Analysis and Discussion (15 mins)
In groups of 2: Briefly introduce the project Analysis to your partner. Discuss about the project concerns (issues, problems, etc). Suggest to each other your concerns and expected values that come up to your mind. Write them down in your project analysis worksheet.
Talking about the benefits for customers
How to create VALUE for them ?
Understanding Value: Positioning Case: Taste Buddies
If you are working on some promotional campaign, How will you position your project against other campaigns?
Positioning Map showing the position of taste buddies with value of emotion
Understanding Value: Positioning Case: Taste Buddies
If you are working on an Illustration work, How will you position yourself against other illustrator?
Positioning Map showing the position of taste buddies with value of emotion
Understanding Value: Positioning Case: Taste Buddies
If you are working on a New brand of products, How will you position your project against other competitors?
Positioning Map showing the position of taste buddies with value of emotion
Understanding Value: Positioning Case: Taste Buddies
If you are working on a new experience of service, How will you position your service against other providers?
Positioning Map showing the position of taste buddies with value of emotion
Understanding Value: Positioning Move to the Upper Right
High Style High Tech
Style
High Style Low Tech
Low Style Low Tech
Low Style High Tech Technology
Understanding Value: Positioning
high
Positioning Attributes
l
Style
l
e
e f High Style High Tech High Value
f
Style driven Low Tech
e = ergonomic / experience f = features
low
l = Lifestyle impact l
e
f
Cost driven Undefined Style Low Tech low
l
e
f
Tech driven Undefined style
Technology
high
low
Technology Lifestyle Sustainability Responsibility Traditional value Individuality Accountability Attitude Economical Value Feasibility Interaction ‌
Style
Other Keywords for x/y-axis comparison
high
Understanding Value: Positioning
low
Technology
high
Understanding Value: Positioning Value – The Third Dimension
VALUE
low
Style
Emotion Well being Experience Positive Energy Enjoyment ‌
high
Usually human related
low
Technology
high
Understanding Value: Positioning
PokeMon Go Trading Cards
low
User Interaction
high
PokeMon GO - entertainment
Value = parent child relation, talking points Img source: Goolge images
Animation low
Console Game
Technology
high
Understanding Value: Positioning PokeMon GO - entertainment
Value = parent child relation, talking points
https://news.mingpao.com/pns/dailynews/web_tc/article/20160731/s00002/1469901034320
Understanding Value: Positioning
high
Starbucks – brand experience
High-end restaurant
low
Style
Starbucks
Diner coffee shop low
Fast food
Technology
high
Understanding Value: Positioning Starbucks – brand experience
Value = Collaboration, Connectivity
http://www.digitaljournal.com/img/8/7/3/i/4/1/3/o/StarbucksCafe.jpg
Understanding Value: Positioning
Automobile lamp High-end
low
Economic Value
Value = Taste and style, superiority
high
Upcycling Designs
DIY stove low
Furniture
Sustainability
high
Understanding Value: Positioning
Authentic E-book pop up book
low
Lifestyle
high
Reading Experience
Paper book low
Technology
Kindle high
Understanding Value: Positioning Flip through pages with innovative E-book Reader Concept: LIBRARY
Value = human touch with advanced technology
Worksheet 19 Position Map
1. Research on market composition of your project 2. Create a positioning map with images on 2 by 2 matrix 3. Set criteria and concerns for project positioning
Understanding Value: Case: Integrated Nano Anti-narcotic Particles Momentous market potential after anti-smoke law execution -
Most of indoor public places not allow to smoke smokers want o quit smoking Some smokers can only smoker at home Non-smokers spouse relationship worsening Improve smoker’s family air condition
Case: Integrated Nano Anti-narcotic Particles
Understanding Value: Case: Integrated Nano Anti-narcotic Particles Mission Statement
Provide a better environment to satisfy smokers’ addiction and cure their smoking habits at the same time
Understanding Value: Case: Integrated Nano Anti-narcotic Particles
Understanding Value: Case: Integrated Nano Anti-narcotic Particles
?
Understanding Value: Case: Integrated Nano Anti-narcotic Particles -
Design look like a lung with symbolic meaning Build in smart sensor Plastic color changing technology (thermochromics) present air quality standard
Understanding Value: Case: Integrated Nano Anti-narcotic Particles
Understanding Value: Case: Integrated Nano Anti-narcotic Particles -
Design look like a lung with symbolic meaning Build in smart sensor Plastic color changing technology (thermochromics) present air quality standard
Understanding Value: Case: Integrated Nano Anti-narcotic Particles
Value is The level of impact that people personally expect from products and services represented through
Lifestyle impact Enabling features Meaningful experiences Integrating these three factors results in useful, usable and desirable products
Price and Cost versus Value Price increases with added value
Dollars
} Value
Profit
Value generated by breakthrough products and services - Can result in higher price and greater profit - Can clarify the brand identity of a company - Even when profit margin is lower, can capture greater market share and strengthen market share for other products in the company - Does not have to cost more, may even cost less!
Value = Experience Form and Function must fulfill fantasy!
Value Opportunities Form and Function fulfilling Fantasy Ergonomics identity
Impact
Core technology
Emotion
Quality
Value
aesthetics
Value Opportunities
Form and Function fulfilling Fantasy Emotion - Sense of adventure - Feel of independence - Sense of security - Sensuality - Confidence - Power Aesthetics - Visual - Tactile - Auditory - Olfactory - Gustatory Impact - Social - Environmental
Identity - Personality - Point on time - Sense of place Ergonomics - Ease of use - Safety - comfort Core technology - Reliable - Enabling Quality - craftsmanship: fit and finish - Durability: performance over time
Value Opportunities Analysis VOA
Compare values with existing product / service EXISTING PRODUCTS EMOTION Adventure Independence Security Sensuality Confidence Power ERGONOMICS Comfort Safety Ease of use AESTHETICS Visual Auditory Tactile Olfactory Taste IDENTITY Point in time Sense of place Personality IMPACT Social Environment CORE TECH Reliable Enabling QUALITY Craftsmanship Durability PROFIT IMPACT BRAND IMPACT EXTENDABLE
LOW
MID
existing offerings
HIGH
YOUR OFFERING EMOTION ERGONOMICS AESTHETICS IDENTITY IMPACT CORE TECH QUALITY PROFIT IMPACT BRAND IMPACT EXTENDABLE
Adventure Independence Security Sensuality Confidence Power Comfort Safety Ease of use Visual Auditory Tactile Olfactory Taste Point in time Sense of place Personality Social Environment Reliable Enabling Craftsmanship Durability
LOW
MID
your offerings
HIGH
Value Opportunities Analysis VOA
Compare values with existing product / service EXISTING PRODUCTS EMOTION Adventure Independence Security Sensuality Confidence Power ERGONOMICS Comfort Safety Ease of use AESTHETICS Visual Auditory Tactile Olfactory Taste IDENTITY Point in time Sense of place Personality IMPACT Social Environment CORE TECH Reliable Enabling QUALITY Craftsmanship Durability PROFIT IMPACT BRAND IMPACT EXTENDABLE
LOW
MID
HIGH
YOUR OFFERING EMOTION ERGONOMICS AESTHETICS IDENTITY IMPACT CORE TECH QUALITY PROFIT IMPACT BRAND IMPACT EXTENDABLE
Adventure Independence Security Sensuality Confidence Power Comfort Safety Ease of use Visual Auditory Tactile Olfactory Taste Point in time Sense of place Personality Social Environment Reliable Enabling Craftsmanship Durability
LOW
MID
HIGH
Value Opportunities Analysis VOA
Compare values with existing product / service
VOA leads to Project Definition -
Each Value Opportunity attribute must be determined based on realistic expectations
-
Each VO ranking must lead directly to goals for product attributes
-
Set of VO goals lead to early but concrete definition of product
-
Can be used for product comparisons or to create goals for new products
Product goals Value Adventure Independence Sensuality Confidence Comfort Safety 5 senses Point in time Sense of place Personality Reliable, Enabling PROFIT IMPACT BRAND IMPACT EXTENDABLE
Goals New experience for users Easy to use for elderly Trigger emotion while using Improve the sensory ability, regain enjoyment Natural interaction, nonintrusive Non toxic substance, synthetic aroma The core functionality of the product line Chinese heritage, local culture. May extend to Western heritage to cater users from different culture. Chinese heritage, local culture. May extend to Western heritage to cater users from different culture. Personalization features, changeable skins; new favor download from the database Simple mechanism, minimum maintenance New market to explore New brand of lifestyle product lines Start with smell and taste; extend to other senses and memory. And also extend to different cultures.
Assignment 20 VOA Value Opportunity Analysis and Project Statement 1. Create a list of value opportunity attributes for your proposed project 2. Give VO ranking to the attributes for the subject of comparison and your proposed project 3. Derive project goals from the dominant attributes with high ranking 4. Refine your project Statement as a major project direction that will guide your through the project development process
Project Statement
Opportunity Statement
You have wrote Opportunity Statement in early stage of this module: To hold a ……… event at ………. To run a ………. for the promotion of ………… To rebrand ……………. for …… product/service/organization to …………… To produce a ……… for educating…….. and …... Others it is time to move forward to
Project Statement
Research and Analysis >> Insights
A statement 聲明 could be
Project objectives
1. An overall expression or mood intended to be communicated. 2. Declaration 宣言 3. A Claim 主張 4. A proposition
Project Statement
Project statement Because products are a means to… Help people, enjoy people, please people, …etc. First, think of what it should do: What is it that you want to offer, bring or do for people? (considering your context) I (or we) want (to enable) people to Feel / understand / experience / behave…
A statement could be a question
A statement should compose of Identified specific user User benefits
Project Context
:: Project statement could be
“I want people to feel connected with the(ir) environment, by letting them rediscover the essence of things.�
Project statement
“I want people to feel connected with the(ir) environment, by letting them rediscover the essence of things.� 1. User 2. Action / Experience 3. Context
Project statement of taste buddies
“To design lifestyle products with synthetic aroma functionality that enrich the sense of taste of elderly, and provide a source of good memories� 1. User 2. Action / Experience 3. Context
:: A statement could be
Assignment 20 VOA Value Opportunity Analysis and Project Statement 1. Create a list of value opportunity attributes for your proposed project 2. Give VO ranking to the attributes for the subject of comparison and your proposed project 3. Derive project goals from the dominant attributes with high ranking 4. Refine your project Statement as a major project direction that will guide your through the project development process
Turn to your Graduation Project topic.
Qualitative Research Research on your mentioned social trends, economic forces, cultural influences and technological breakthroughs for the project proposal. Also you should structure related user and market research based on identified product goals from VOA.
Worksheet: Value Proposition
Turn to your Graduation Project topic.
Value Propositions Generate Value Propositions for your project in considering what you are going to acquire.
Thank you
Jackson Choi ckchoi@vtc.edu.hk
User research tools/ methodology POEMS People. Objects. Environment. Messages. Services
AEIOU Activities. Environment. Interaction. Objects. Users. Drama Agent, Act, Scene, Agency, Purpose
Story Telling, story weaving Plot, setting, perspective, language, conflicts