fypUnderstanding opportunity

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