"product design & marketing: how to make the bond to sell" by andré doumenc
TRANSCRIPT
PRODUCT DESIGN & MARKETING: HOW TO MAKE THE BOND TO SELL
BY ANDRÉ DOUMENC
#TFWORKSHOP
TheFamily
code: lamifasisi
WIFIWIFI
DISAGREE ON TWITTER!
#TFWORKSHOP
#TFWORKSHOP
PRODUCT DESIGN & MARKETING: HOW TO MAKE THE BOND TO SELL
ANDRÉ DOUMENCFOUNDER @ SILEX DESIGN
@ANDREDOUMENC
The right bond to sell…
Product Enhancement
Definitions
Marketing
« The function who links a company to the wishes and needs of customers in order to provide the right product, at the right price, in the right place, at the right time. »
Seen by Marketers
Industrial Design
« Industrial Design (ID) is the professional service of creating products and systems that optimize function, value and appearance for the mutual benefit of user and manufacturer.»
Seen by Designers
MarketerSeen by Designers
DesignerSeen by Marketers
Marketing & Design
The cold war
Audience approachMarketing Design
Population of customers Single user
Getting informationMarketing Design
Tendencies/Metrics Personal Feelings
Measure toolsEmpathy
Problem solvingMarketing Design
Compare/Select Avoid risk
Invent/ Draw/ Built/Test Learn from mistakes
Story TellingMarketing Design
Enhance/Tell Write
Who has the best approach?
Marketing Design
Population orientedMeasureAnalysisMetrics
Avoiding risks
MarketingUser oriented
Empathy Understanding
Feelings Learning from mistakes
Design
Make the bond
optimize the process
CEO “Let’s beat the concurrence”
Marketing “Let’s make a BM, a BP
and write specs”
“Draw me a nice shape”
“Develop me a qualityProduct”
Marketing
Engineering Design
“Not only cool shape:cool concept”
MarketingEngineering
Design“Doesn't work
with specifications ”
FrustratedEngineeringDesign
“We could have done Much better”
Frustrated
“We are getting late.
The designer is an asshole”
MarketingStressed
“We are going to get a sheetyProduct. I will be
Fired…”
Poor productFrustrated team
No idea if the product is going to sell…
Enhance the process
4P rules adapted to design
1 The right Product
What makes a product deserve to exist?
Don’t write the specifications alone!
2 The right PlaceWhere to sale, how to distribute
3 The right Price
4 The right PromotionProduct enhancement - communication
Ask for a realistic render phase!
Aujourd’hui
CEO “Let’s beat the concurrence”
Marketing Let’s analyze the market
and assemble the team to share the metrics
Phase I : IDEATIONLooking for the winning concept
Tips&tricks
“Make me dream”
Marketing
Engineering Design
“Communicate with the design : check
the workability”
“Come and visit the plant!”
“Not only cool shape:cool concept”
MarketingEngineering
Design“It could work”
“WOW”Did you think About distribution?
Over-motivatedEngineeringDesign
ChallengedMarketing
Excited
Phase II : DRAFTCreate, Test and Choose
Deliversrenderings
Engineering DesignWorks on product
feasibility
MarketingTests the renders on the
market& learn from mistakes choose the final design
Phase III : PROJECT
Models the Final Shape
EngineeringDesignWorks on
Production line
MarketingPrepares the
Product launch
Integrate specsSelling display
Cool productProud & effective team
Product trust
QUESTIONS?
"WHAT ARE THE LOCAL ADVANTAGES?" BY OUSSAMA AMMAR
TOMORROW - 12:30PM
REGISTRATION VIA MEETUP.COM
NEXT EVENT
SEE YOU SOON!
LOVE.
THEFAMILY.CO___
___