Product & Service Development
Concept development
How well do you understand your customers’ evolving needs?
We help you shape product and service concepts by exploring customer needs – ensuring your new offerings are grounded in insights.
EXAMPLE
PROBLEM
A company producing building components wants to develop a new product targeted their installers.
To drive this process, a series of in-depth interviews are carried out to uncover installer's pain points in their current workflow and to identify unmet needs.
SOLUTION
The insight work provided a deep understanding of the installers' workflow and the challenges they face in their daily work. Based on this, the company gained:
- A clear prioritization of the most critical unmet needs among the installers.
- Design principles for how a new product can simplify the work, increase efficiency, and reduce errors.
Customer Journeys
Where in the customer journey can you create more value?
Understand you customer from the first interaction to lasting loyalty.
We map the entire journey and identify key moments, pain points and opportunities for improving the experience.
EXAMPLE
PROBLEM
A fitness chain wanted to map its members' customer journey to identify opportunities to create value and attract new members, as well as challenges and barriers.
SOLUTION
Creating a survey with the general population and with existing customers, phases were identified, from first contact and awareness to loyalty and ambassadorship, with concrete touchpoints, as well as value options and challenges.
By mapping the entire customer journey in this way, they identified exactly where more value could be created – and thus increase both their customer satisfaction and loyalty.
Experience mapping
What deeper needs and triggers are guiding your customers' behaviour?
We dive into the practical, emotional, and social moments that shape your customers’ experience.
We uncover what truly drives customer behaviour and decision making.
EXAMPLE
PROBLEM
An online bank has recently experienced losing several of its customers and therefore needs to understand why the customers are leaving them and what they can do to increase customer loyalty and thus reduce churn.
SOLUTION
When asked in a questionnaire survey , former customers respond that they want to leave the bank due to high fees and poor digital experiences, but additional in-depth interviews uncover some underlying problems in relation to overview and control, fear of making bad choices, need for security and recognition, and a desire to feel modern and efficient.
In other words, the experience mapping reveals that the problem is not “just” about customers wanting to save money and have a good app, but rather that they want to feel in control and avoid unnecessary hassle, as well as feel empowered.
Specifically, the analysis provided six areas of action based on the insights.
Personas
Do you truly know who you are designing for?
Are your products and services built around real people, or just generic profiles?
We create detailed, research-based personas that reflect key customer segment
– capturing their goals, challenges, and motivations.
Bring your customers to life to ensure your products and services are designed with the right people – and needs – in mind.
EXAMPLE
PROBLEM
Through a segmentation analysis a global producer of sugar-free soda has mapped out 4 specific segments that they would like to bring to life and make even more accessible through personas.
SOLUTION
Through in-depth interviews , “Health-conscious Helen”, “Busy Bill”, “Student Sara” and “Environmental-conscious Edward” were identified, and they are all described based on their background, lifestyle and values, goals and motivation, barriers and challenges, purchasing behavior and touchpoints in relation to the product, which means that communication and marketing can be targeted more precisely.
Product & Concept test
How confident are you that your product concepts resonate with your target audience?
We test your products, prototypes, and ideas with real customers – gathering actionable feedback – to refine, optimise and reduce risk before you go to market.
We can also help test whether the price level you want to set is within the range that customers are willing to pay.
EXAMPLE
PROBLEM
The developers of a new garden product for the European market wanted to gain insight into the market potential for two purposes: 1) to assess whether there is actual interest in the product and 2) to get an estimate of this potential.
SOLUTION
A quantitative analysis was therefore conducted, using a questionnaire survey with potential customers in two core markets, to determine whether they would accept or reject the product, as well as to obtain an assessment of what they were willing to pay for it, is carried out through a Van Westendorp price sensitivity analysis.