NEW PRODUCT STRATEGY & INNOVATION PORTFOLIO FOR
{BRAND DRIVEN INNOVATION}
PROBLEM DEFINITION
A HUMAN CENTRED BRAND
INNOVATION STRATEGY
DESIGN STRATEGY
THE NEW KODAK
NEW BRAND VALUES
INNOVATION ROADMAP
DESIGN GUIDELINES
CONSUMER JOURNEY
NEW BRAND PROMISE
FUTURE SCENARIOS
CUSTOMER ROADMAP
TOUCHPOINT DESIGN
IDEAS FOR NEW KODAK
NEW BRAND PROMISE “Let our heritage of expertise support you through your journey of imaging. You tell your story, we will do the rest”
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d Brand Val
customizing Memories
brand driven innovation
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building aspirations
story telling Trust
Fo cu s
Y RR E NT STRATEG
communicating capabilities
kn ow
Pride
Happiness
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ra Er
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Heritage
communicating legacy
Respect
IN T NO NC SY tic
emo tio n
RO MI S
d on b l
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EN RR U C
LOYALTY DRIVEN BY EXPERTISE
d le
leader in world im e h t ag g in n N A i T BR D P
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“B e
Today, Kodak has lost a significant amount of it’s brand equity in the B2C sector. It is no longer a pioneer in innovation and is unable to provide to the advanced needs of digitally enabled customers.
ac L , u es
FEELING SPECIAL
new meanings
human centred
experience
LACK OF STRUCTURE IN KODAK’S CURRENT PRODUCT PORTFOLIO Today’s customers demand holistic personalized solutions to integrated imaging journeys with access to information & services whenever and wherever. They are more open to ingenuity and radical innovations.
communities
BRAND VISION KODAK AS THE GRANDFATHER AMONGST IMAGING BRANDS
NEW BRAND VALUES
SHARING PLEASANT MEMORIES
INNOVATION STRATEGY
INNOVATION ROADMAP + FUTURE SCENARIOS
INNOVATION ROADMAP
The new brand-driven innovation strategy has 3 future scenarios which fulfill the new brand promise. The scenarios create a common understanding of the aspirations through out the organization. These aspirations come to a concrete level in the roadmap; in which inspiring brand search areas are mapped against time and degree of changes needed for Kodak’s internal resources.
Going Back Through Time
Giving Meaning To Memories
Aspirations NOW
building an emotional journey
create new meanings in the journey of imaging
Kodak as a persona! Kodak’s future lab accessibility through co-creation
open sourcing
user centred design
experience centred employees
NOW
Guiding Through User’s Journey Memories
radical Kodak
DEGREE OF CHANGE IN INTERNAL RESOURCES
FUTURE SCENARIOS
Technology-Driven. Innovates wherever it sees market value.
Internal Opportunity Combined Opportunity Ultimate Goal
2015
2020
2030 User-Driven. Sticks to it’s core business & values.
DESIGN STRATEGY
DESIGN GUIDELINES + CUSTOMER ROADMAP
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VIR RE TUA IRI T EG ALI L N RA TY FU G, TIO , N N C
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NV IM INC ME IN RS G, IVE CO NS FU IST TU EN RIS T, TIC
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EX EA PRES SY S TO IVE, US E
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YOUNG & TRUSTWORTHY Connect to the young. Create a community of believers in Kodak’s brand values.
OP TIM AR P IZI I GR LAT NG & R NG I O UP FORM S AD N A TO TOR SU ICA NE GE IE PP FOR LW W CO TH S OR NV ER AY T EN C I IEN CE EA SY E TOGETHER & SHARE AE SHA Bring people together. ST RIN HE Enhance their relationships by TIC G, S helping them share emotive P scenarios & stories. SH
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DE FUT RS UR TA BU ND ISTIC EN ILD AB , LE VIR ING ON N E ME W NT FO S CU E SO IN NO N R& VA TIO D, N
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FU T FE URIS AT T UR IC ES
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E WH NEVE ER R & EV ER
FUTURISTIC & ASPIRING Create a buzz around Kodak. Define new paradigms in mediums of imaging.
S
MOMENT IN LIFE
DESIGN GUIDELINES Created to visually guide the designers translate the brand vision into design. We draw certain boundaries, without taking away their creativity and room for interpretation. Based on eight design objectives, different design layers and disciplines, we created three leading clusters.
P
PRODUCT
E
ENVIRONMENT
C
COMMUNICATION
I
INTERACTION
S
SERVICE
BUYING PRODUCT
PRODUCT & DEVICE
CAPTURE MOMENT
SAVE THE MOMENT
CUSTOMIZE MOMENT
SHARE BY PRINTING
MANIPULATE MOMENT
SHARE BY STORIES
Emotional Journey Of Imaging
CUSTOMER ROADMAP
SHARE ON SOCIAL MEDIA
SHIFT IN FOCUS FROM TECHNOLOGY TO MEANING
CREATING & SHARING MEMORIES
CONSUMER JOURNEY + TOUCHPOINT DESIGN
External Needs
Internal Needs
recognition
exposure to new trends/innovation in imaging
communicate values, show heritage, surprise
Media, Exhibitions Show rich history, guide in emotional journey
orientation
access to clear info - anytime, anywhere
show the product in the best way
(Web)Shops, Express Interactive catalogues, consistency
acquisition
personal treatment, feeling special
breifing core values, binding to Kodak
Salesmen, Packaging Inspiring experience, Inviting
product use
easy to use, user friendly convenient & quick
taking pride in use, understanding, making them conscious about the brand
Interface, Branding Supporting services Facilitate imaging communities, easy interface, comprehensive, interactive manual
open-source editing software
free, stylish, inviting interface, abundant tools
make dependent on it, integrated in the sharing service
Website, Tools New age, unique, trend setting, non-professional
story telling service
fun, emotional layer, holistic experience
discover new markets, support sharing of stories
App, Themes Interface, New way to communicate deeper thoughts
printing
quick & convenient service
increasing efficiency, promote printing
Print service & interface. Print exhibition and competitions, Cards
projecting
immersive experience, comfortable interface
create new paradigm, support aspirations
Interactive projections, Holograms Stylish, futuristic, trend-setting
Kodak gallery
easy sharing, trendy, inviting, new features
reflect brand values, integrated with other services
User-Interface, App instant, new age, allows personalization, convenient, free
available social media
easy access, new functions, trendy & inviting
build an emotional bond, communicate brand values
Photography and brand update blogs & online forums
SHARE
EDIT
STORE
CAPTURE
BUY
NOTICE
Consumer Journey
Experiences in the customer roadmap are broken into individual touchpoints; which are defined to fulfil internal needs of Kodak & the user requirements. Driven by the design guidelines, detailed attributes of each touchpoint are defined to orchestrate Kodak’s new and cohesive journey of imaging.
IMMERSIFY New paradigm in virtual reality. Responsive projections and holograms that enclose you in an immersive visual experience. Use it with Omnipresent to sort, share and savor your imaging journeys. Enjoy the amplified experience, as you use it with the Emotive scenario app to create and share compelling memories and experiences. OMNIPRESENT Inexhaustible database of all your images. Auto-integrates with your devices, social media and all photo editing/sharing platforms. Instantly reach your entire journey of digital imaging in one ever-accessible whole through any Kodak device, software, platform or service.
Touchpoints
IDEAS FOR THE NEW
An Emotional Journey of Imaging
EMOTIVE APP Preserve and share the story of every memory with a layer of emotion. This app compiles a selected set of images, words and expressions into an emotive scenario that sums up a holistic multi-layered experience in one glance. It senses the emotions in the words and the images, and compiles them into expressive collages. PIX-O-MATIC Edit, adjust and explore your images with Kodak’s open source image editing software. Growing collection of filters and effects by the best designers and photographers. Effortless interface designed specially for non-professionals with expanding possibilities for professional outcomes.