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1 book that changed the business model of our client!

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My UX Research Project at Swevens Immersive Studio under the guidance of Manu Vikraman

Problem Statement

The client already has its product in the market but wasn’t satisfied with it. Wanted to redesign the standing desk by doing a strong competitive analysis of the existing market.

4 parts mainly

Product & Ideation

1) Market Research

2) Consumer Behaviour

3) Competitive Analysis

Defining the product

1) Product Goals

2) Approaches

3) Insights

Product Redesign

1) Is there a need for a redesign?

2) Product goals to be accounted for while redesigning

3) Product redesign

Benefits after extensive research and redesign to client

Process & Ideation

The idea stage was strategically decided on these parameters

1 — — How do we get an advantage over other competitors?

We filtered every famous, good, cheap, costly, material-wise every desk company that showed up on the first 7 pages of Google search, Amazon, and some more international sites (IKEA).

2 — — How do we listen to our customers closely?

We practised telephonic reviews of the customers of the existing product which our client had.

Compiled Amazon and Google Reviews, both good and bad ones. Those links have been kept in the Figma link alongside the product feature analysis.

3 — — Greenguard Certifications

After talking to retailers, we came to know people buying in bulk for offices do check for ISI certifications. An important factor which we didn’t want to miss upon. The product is costly.

Users are not dumb. They aren’t just buying a T-shirt, use and throw it away. Buying a daily driver, which needs certain validation.

We parked ourselves to dig deep in this part, talked to some manufacturers, all with the help of our happy client.

Defining the product

From the data gathered, we collated a set of questions to define a product and its parameters like price, making charges, materials, etc.

Goals

  1. Profit margins, competition friendly, unique design, all-features inclusive, for the client.
  2. Customer (retailer & wholesaler) satisfaction, budget-friendly, reliability of the purchased product.

Boiled down our research to 2 Approaches

We came to this checkpoint after research and the number of variations, customizations this product can have.

  1. We provide the features and then price the desks accordingly.
  2. We listen to customer’s budgets/requirements and then provide them with suitable features accordingly.

Insights

The purchasing power of a customer defines the specifications of the desk.

  1. Single motor, dual motor
  2. Automatic, buttons, touchscreen, rotor
  3. Table length sizing — changeable, fixed
  4. Materials — Veneer, lamination, PU, natural wood, sun mica sheet
  5. Wheels, rubber stands, fixed
  6. Features — expectation, special requirement, extensions boards, colours, etc.

There are 4+ combinations not discussed in this blog. (NDA)

Further Steps

The product design journey finally begins…

Design

Do we need to redesign the product?

After the reviews collated with telephonic interviews of the existing customer base and extracted the reviews from online websites like Amazon about the competitors.

  1. What are the flaws which our customer didn’t like about the existing product line?
  2. By providing them with relevant features solve the issue?
  3. Do they even like the product?

But wait, we took a step back, viewing it as a whole picture! We found other flaws which we didn’t encounter before.

There were issues on 3 sides:

  1. Customers with their own requirements, expectations, issues faced.
  2. Vendors selling this specific product uniquely.
  3. Branding side of the product, expectation with which client came to us for rebranding the product.

The Product Design Journey led to creating new design iterations for the standing desk, to tackle the problem of the client and the vendor.

  1. Redesign the product from the rebranding of a brand.
  2. Product design iterations with varied combinations as per previous customer base.
  3. Premium Packaging of the product.

How did our research help the client?

The client is now able to provide customised solutions to his/her customer as per their requirements.

Charge at a premium price due to unique design of desks, customisations, branding & packaging, which was not the scenario before.

Due to premium pricing, he is providing a better after-sale service to the customers.

On the vendor side, the client understands consumer behaviour, for showcases in shops he/she sends unique selling desks for different used case scenarios like for offices, for students, etc.

End Result

I will not be able to show the product design of the standing desk (NDA). I do have the research files for this project. If you like to have a glace at the same, do ping me.

During the project, I read and strongly followed the book, The Little Book of Design Research Ethics — IDEO, worth reading!

Learned to stop, pause, analyze and then react!

When doing research always listen, don’t advise!

Because it kicks the subconscious mind and hampers the natural form of information… is one of the many best things I learned from this book!

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LinkedIn | Thanks in advance 🙂


1 book that changed the business model of our client! was originally published in UX Planet on Medium, where people are continuing the conversation by highlighting and responding to this story.