The task was to develop mobile accessories for in-car use which would help encourage adoption of maps & navigation services for smartphones.
The project had the remit to carry out a variety of research methods.
Creative brainstorming
Competitor SWOTs
Feature generation workshops with customers
Using an external agency to facilitate, we carried out extensive in-car testing of products with consumers, looking for how products were currently used, what the pain-points were, establishing insights for new USPs.
Armed with qualitative insights from the consumer research, the team created concept sketches of new types of grip, hold, fold and stick for accessories on the dashboard, vents and windscreen.
We were simultaneously looking for new aesthetics that could differentiate from competitor offerings.
The concepts were developed to render stage and presented to senior stakeholders.
The ones with the most potential were validated with quantitative and qualitative research studies.
Mockups were then made of the top concepts.
These were then presented, with the initial research data, to our C-Level stakeholders.
Improvements were suggested and the final concept candidates were chosen for another round of consumer testing.
To complete the project, contextual interviews and participatory design workshops were carried out with the highest frequency users of these types of products.
The users were shown the new product mockups and asked for their opinions for delight, ease of use, propensity to purchase and pricepoint.
This data ultimately provided the client with the information needed to decide whether to go to production.
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