Design driven innovation: a tool to create brand differentiation

Design-driven innovation plays a significant role in creating brand differentiation by providing a unique and innovative product design that captures the attention of consumers. As stated by Forbes, “Design-driven innovation creates a unique user experience that sets the brand apart from its competitors.” (Forbes, 2021). According to Verganti, “Design-driven innovation focuses on the purpose a product has to a customer” (Verganti, 2008). Design-driven innovation typically comprises of three knowledge drivers that are integrated to innovate the product meaning: (1) knowledge about the user needs, (2) knowledge about technological developments, and (3) knowledge about product language (Verganti, 2003). According to Oberg and Verganti the focus of design-driven innovation is on creating new value by addressing intangible values such as experiential, emotional, and socio-cultural values, as well as utilitarian values. (Oberg & Verganti, 2014; Verganti, 2008) This kind of innovation emphasises the importance of addressing both the functional and emotional elements of a product while focusing on the purpose a product serves for the customer. These knowledge drives can be achieved by conducting market research, user testing, innovating technological advanced products, understanding the design language, visual identity and an overall aesthetic of the product. Apple, Inc. has been known for its design-driven innovation approach, which has helped it to differentiate its brand from others in the technology industry.The introduction of the iPod by Apple in 2001 was a significant design-driven innovation that revolutionized the music industry. The iPod was not just a device that allowed users to listen to music, but it was also a lifestyle product that provided a seamless experience for music lovers which became its reason for success. More than an activity, listening to music became an experience. The user-friendly interface allowed users to easily navigate through their music collection.The development of the iPod involved a design thinking approach, which focused on understanding the needs of the users and creating a product that addressed those needs. To create these experiences, the brand focused on the purpose of iPod for the customer and how it can act as not just a device but an absolute companion. This included extensive research on the music listening habits of consumers and identified the pain points that users faced with existing music players. After a strong and products with the goal of directing their future strategy. methods such as prototyping and user testing to develop a product that met those needs are used. By developing products that are aesthetically pleasing, intuitive, and userfriendly, Apple’s design-driven innovation strategy has not only helped the company to differentiate its brand but has also assisted it in gaining a competitive edge.

Design thinking: a method of design driven innovation

“Design thinking involves a human-centre approach to problem-solving, which emphasizes empathy, ideation, prototyping, and testing” (Brown, 2008). Design thinking act as a process to implement or develop design-driven innovation. Both emphasizes on user-centre approach and creativity in finding solutions. Design thinking, according to Tim Brown, CEO of IDEO, combines what is desirable from a human perspective with what is technologically and economically possible. (Sidebench Team, 2017). “Well-known brands like Airbnb, Mayo Clinic, Bank of America and HBO have all understood this shift and successfully utilized holistic design thinking approach to transform their business. (Transform Your Business Through Design Thinking | Service Innovation & Design, 2014)

The first stage of the design thinking process involves empathizing with users to understand their needs, desires, and challenges. This involves observing and interacting with the users to gain insights into their behavior, preferences, and motivations. For example, if a company wants to design a new fitness tracker, they might interview and observe people who regularly exercise to understand their needs and habit. The second stage of the design thinking process involves defining the problem based on the insights gained during empathize stage. This involves synthesizing the data collected and identifying the key needs and challenges of the users. For example, based on research conducted during empathize stage, the company might define the problem as the need for a fitness tracker that is easy to use and provides accurate data on a wide range of activities.The third stage of the design thinking process involves generating ideas and solutions to address problem identified during the define stage. This involves brainstorming, sketching, and prototyping potential solutions. For example, the company might generate ideas such as a wearable fitness tracker that can be customized to the user’s needs or an app that provides personalized coaching based on the user’s fitness coaching based on the user’s fitness goals. The fourth stage of the design thinking process involves creating prototypes of the most promising ideas generated during the ideate stage. This involves creating mockups, models, or working prototypes to test and refine the solutions. For example, the company might create a 3d-printed prototype of the fitness tracker to test its form and function. Lastly, the final stage of the design thinking process involves testing the prototypes for users to gather feedback and refine the solutions. This involves conducting user tests, gathering feedback, and iterating on the prototypes until a final solution is developed. For example, the company might test the fitness tracker prototype with a group of users to gather feedback on its accuracy, ease of use, and design.

Supporting the process of design thinking through two case studies- Nike and Reebok

Empathising with user

The first stage of design thinking starts with conducting research to understand the user needs. To develop any product, service or brand experience for the user, it is crucial to understand what they need or what they may want. Nike has used design thinking to empathize with its users by conducting extensive research and gathering insights into the needs and preferences of athletes. For example, Nike collaborated with runners to design its popular Nike Free running shoes, which were created based on feedback from athletes who wanted a shoe that felt like they were running barefoot. Nike designers observed the runners’ movements and foot patterns, and used that information to create a shoe that was flexible, lightweight, and provided the right amount of support. According to Tim Woods, In 1985, they made a remarkable innovation, by signing then-rookie basketball star Michael Jordan to endorse the Nike brand ” (Woods, 2015). Contrary to Nike’s approach to take insights from athletes and then design shoes which is lightweight, Reebok identified the lack of flexibility to the user in terms of customisation of their own shoe. The research focused on how to expand the horizons of shoe making by actually giving the user what they want.

Define and Ideating

Defining the problem comes with critically analysing the research on the user’s need. One example of Nike defining research on the user’s need. One example of Nike defining the problem as part of design thinking can be seen in their development of the Flyknit shoe. The problem they identified was the need for a lightweight, comfortable, and sustainable shoe that would also provide support and stability. According to Nike’s CEO, Mark Parker, “We had to completely rethink the way we made shoes. We started with a vision for a high-performance, sustainable shoe that also looked great. We looked at how we could create a shoe with minimal waste, using technology to knit the upper in one piece, and reducing the amount of material needed. We also had to make sure the shoe was comfortable and provided support and stability athletes need” (Nike, n.d.). On the other hand reebok defined the lack of customisation and then developed Liquid Factory technology. It allowed 3D printing of shoe components, enabling greater customization and personalized fit for customers. According to Bill McInnis, head of Reebok Future, “With Liquid Factory, we wanted to fundamentally change the way that we make shoes, creating a new method to manufacture shoes without molds.” He also states that “this opens up brand new possibilities both for what we can create, and the speed with which we can create it” (Reebok News Stream : REEBOK

Prototyping and Testing

Nike prototyped its Flyknit shoes through a process that involved several stages of testing and iteration. The design team began by creating computer-generated simulations of the shoes, using a 3D modelling program. These simulations allowed them to experiment with different shapes, sizes, and materials for the shoes. The team created physical prototypes of the shoes using a variety of materials, such as foam, plastic, and fabric. These prototypes were tested extensively in the lab and in the field, with athletes wearing them during workouts and games.The final step in the prototyping process involved the creation of a limited run of production-ready shoes. These shoes were manufactured using a specialized knitting machine that could create seamless uppers, which helped to reduce weight and improve fit.

Reebok prototyped its Liquid Factory technology by using a liquid 3D printer to create a series of small, flexible rubber parts that were later assembled into a shoe. This technology enabled Reebok to produce shoes faster and more efficiently than traditional manufacturing methods. The technology used a proprietary liquid material that is pumped through a nozzle to create 3D objects. The material allows customization to achieve specific properties, such as flexibility or durability, depending on the intended use of the final product. It was by creating a pop-up factory in which shoes were made using the liquid material. This allowed them to test the technology in real-time and make improvements as needed. They also conducted wear tests to ensure that the shoes were durable and comfortable for the user.

Design Thinking Nike Reebok

Empathize Conducted research to understand what an athelete need from a shoe

Define Defined the need of lightweight shoes, which makes them feel like running barefoot

Ideate Came up with Flyknit shoes by completely rethinking how a shoe is made.

Conducted research to understand what user may want from a shoe

Defined the problem of lack of individuality in shoe industry

Came up with ideas like Liquid Factory Technology which allowed 3d printing for making shoe components

Prototype Used 3d modelling program. Physical prototypes were created by using a variety of materials, such as foam, plastic, and fabric.

Test Creation of a limited run of production-ready shoes

Used liquid 3D printer to create a series of small, flexible rubber parts that were later assembled into a shoe.

Creating a popup factory