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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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customizing Memories

brand driven innovation

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building aspirations

story telling Trust

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Y RR E NT STRATEG

communicating capabilities

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Pride

Happiness

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Heritage

communicating legacy

Respect

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LOYALTY DRIVEN BY EXPERTISE

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leader in world im e h t ag g in n N A i T BR D P

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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.

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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.

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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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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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FUTURISTIC & ASPIRING Create a buzz around Kodak. Define new paradigms in mediums of imaging.

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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.

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PRODUCT

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ENVIRONMENT

C

COMMUNICATION

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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.


Innovation Strategy for Kodak