Open-ended product design challenges are, well, challenging! A client may come to a design strategist with no clear direction beyond their intent to disrupt an industry. Trend research is one of the tools we use to come up with new ways to innovate. In this talk during DesignPhiladelphia 2018, Lead Design Strategist, Ryan Chen, presented a conceptual case study from the personal care industry to show how Bresslergroup might use trend research to lead to insights that lead to novel product concepts. Chen began his talk with an overview of ten socio-cultural megatrends he’s identified that are going to influence consumer value and behavior -- and impact product design -- into the next decade. Read more at "Five Global Megatrends Reshaping Product Design": http://bit.ly/2QKe5jJ With an M.B.A. from the University of Oxford and a B.A. (Industrial Design) from National University of Singapore, Ryan Chen possesses a unique combination of creativity and business acumen. Before joining Bresslergroup, Ryan was a Lead Designer at Tupperware and Senior Designer at Philips Design. His work has won prestigious international awards including the iF Design Award, Red Dot, and Good Design.

1. How Trends Drive Innovation
in Product Design
#bresslergroup
#designphiladelphia
10/11/2018
DesignPhiladelphia 2018

3. 45+
Years of Innovation
70+
Design Professionals
100+
Design Awards
230+
Design & Utility Patents

4. Bresslergroup Is an Insight-Driven
Innovation Lab.
We deliver unique, often surprising solutions to complex product development challenges.

5. Six disciplines under one roof
enable rapid innovation and execution.
EE
ELECTRICAL
ENGINEERING
UR
USER
RESEARCH
IxD
INTERACTION
DESIGN
ID
INDUSTRIAL
DESIGN
ME
MECHANICAL
ENGINEERING
DS
DESIGN
STRATEGY

6. OVERVIEW
6
Ryan is a design and innovation consultant with a unique
combination of creativity and business acumen. He holds an
M.B.A. from the University of Oxford and a B.A. (Industrial
Design) from National University of Singapore.
Ryan Chen
Lead Design Strategist, Bresslergroup
An expert in design strategy, design thinking, and user research, Ryan has
conducted research in China, India, Indonesia, France, Kenya, Mexico,
Singapore, and Thailand, across multiple disciplines including consumer
electronics, food and beverage, healthcare, and household products.
Formerly Lead Designer at Tupperware and Senior Designer at Philips
Design, his designs have won prestigious international awards including
the iF Design Award, Red Dot, and Good Design.
One thread runs through his 13 years of varied experience. No matter
where (Asia, Europe, the U.S.) or who (Samsung, Sony, Rocket Internet,
the Singapore Government), he always succeeds in helping clients find
their innovation edge.

7. How Trends Drive Innovation
in Product Design
#bresslergroup
#designphiladelphia
10/11/2018
DesignPhiladelphia 2018

8. Eight years ago …

11. 5-10 years is a long time
• Consumer value changes
• Competitive landscape changes
• Understanding of our consumer no
longer valid

12. 12
Design Strategy connects business goals
and customer needs.
It’s a discipline that helps firms determine what to make and do, why to do it, and how to innovate
contextually.

13. OVERVIEW
13
Strategic approach provides clear direction
and achieves long-term impact
IMPACT
3 YEARS 5 YEARS 10 YEARSNOW
The process of
forecasting and
backcasting builds
an actionable plan to
achieve the product
vision.

14. OVERVIEW
14 •
Forecasting the future requires both user research and trend analysis.
USER RESEARCH
NEAR TERM (1 YEAR) LONG TERM (10 YEARS)
TREND ANALYSIS
Business + People + Technology

15. Megatrends
15
01

16. Megatrends
• Fundamental shift in the consumer value and behavior
• Driven by shifting economic power, demographic changes, technology advancement,
and changing values.
• Gradual shift where existing trends evolve, and new trends emerge over a number of
years

17. MEGATRENDS
17 •
Our Megatrends are synthesized from economic, cultural, and social
insights from various sources
Focus on consumer
value and behavior
Potential for impact
BRESSLERGROUP
MEGATRENDS

18. MEGATRENDS
18

19. RADICAL
PERSONALIZATION
The constant need to be served as individual
enhanced by technology advancement

20. 20
ACCESS TO MORE USER DATA
AI AND MACHINE LEARNING
TRANSLATE DATA IN REAL TIME
FROM MASS CUSTOMIZATION TO
BESPOKE
RADICAL PERSONALIZATION
• Smartphone penetration, cloud data,
advancement in sensor technology,
and change in consumer value
means brands have more consumer
data than ever.
• Many consumers are willing to
relinquish some control or privacy for
better and easier services and
selections.
• Increasingly sophisticated algorithms
can aggregate consumer data and
behavior patterns to make tailored
recommendations.
• AI assistant helps create new beauty
products
• Digital experience can be customized
in real time with practically zero
incremental cost.
• Additive manufacturing drives the
production cost and time of physical
products.
Technology advancement drives faster, cheaper, and deeper personalization

21. 21
ACTIVE INVOLVEMENT ANTICIPATORY PERSONALIZATION BE CAREFUL ABOUT PRIVACY
RADICAL PERSONALIZATION
• Ikea modular furniture comes with
'authorized hacks'
• In the future, brands can deliver
personalized products before the
consumer knows what they want and
need.
• Expect the trend to migrate beyond
content curation (health and
wellness).
• Personalization depends on the
access to personal data
• Ineffective and intrusive
personalization is more detrimental
to the brand value than no
personalization.
• Technology automatically blocks
facial recognition
Meaningful personalization depends on building relationship with
consumer

22. RADICAL
PERSONALIZATION
1. Adopt cheaper, faster, and deeper personalization
2. Build a relationship with the consumer

23. EXPERIENCE MORE
Multi-dimensional experience delivered in an
instantaneous bite-sized portion

24. 24
SPENDING ON SERVICES ACCELERATES FASTER
THAN PRODUCTS
EXPERIENCE DRIVES MORE HAPPINESS
EXPERIENCE MORE
• During the recession period, service expenditure
continued to grow while expenditures on durable
goods decreased.
• Happiness: Shared experiences with friends and
family have a deeper psychological link to long-
term intrinsic happiness than buying products does.
• Quest for likes and FOMO: With more consumers
opting for experience, people feel the urge to keep
up.
Experience economy is expected to drive spending heading into 2030
•
Source: Euromonitor Source: McKinsey
Real Growth in Global Consumer Expenditure on Durable Goods and Services, 1990-2030

25. 25
FROM PRODUCT TO SERVICE MAKING TOGETHER LEARNING AS EXPERIENCE CONNECTION WITH OTHERS
EXPERIENCE MORE
• Jeweler Tiffany and Co. opens
luxury café
• Muji launched hotels in China
• Magnum ice cream allows
shoppers to create ice cream
bar according to their own
preferences
• U.S.-based Gardenuity guides
gardeners in selecting plants
and growing them
• App allows real-time interaction
with the community during
fashion show
Brands creating unique experiences to enhance their products

26. 26
EASY ACCESS
FRAGMENTED, ACCESSIBLE
EXPERIENCE
CREATING NEW EXPERIENCE WITH
AR/VR
EXPERIENCE MORE
• Rental platform Open Gallery lets
users showcase local art in their own
home
• Digital lifestyle and lower cost of
goods drives shorter attention spans
• YSL opens pop-up hotel in New York
• Explosion of AR/VR shopping
experience.
• Amsterdam-based musician
Necessary Explosion releases a free
mobile app that lets consumers “see”
music
Fundamental shift in how experience is delivered

27. EXPERIENCE MORE
1. Design your solution
2. Create bits of easy-to-consume experiences

28. QUEST FOR CONVENIENCE
Scarcity of time is driving convenient solutions
that allow consumers to focus on what’s
meaningful

29. 29
GROWING TREND TOWARD SIMPLIFYING LIFE
BUYING TIME, NOT MATERIAL GOODS, PROMOTES
HAPPINESS
QUEST FOR CONVENIENCE
• Globally consumers are becoming more willing to
spend money and find ways to simplify their lives.
• Research conducted by Harvard Business School
shows that individuals who spend money on time-
saving services report greater life satisfaction.
• Evidence shows that working adults report greater
happiness after spending money on a timesaving
purchase than on a material purchase.
In an age of time scarcity, buying our way out of the negative moments in
the day is an important key to happiness
Source: Euromointor
Global Consumer Values: Status and Consumerism (2011, 2015, 2016)

30. 30
ALL CHORES WILL BE OUTSOURCED
DAILY ACTIVITIES AT A CLICK OF
BUTTON, OR NOT
TRADING WITH OTHER CURRENCY
QUEST FOR CONVENIENCE
• From robotic cleaners, to laundry and
dog walking services, consumers will
be able to outsource every aspect of
their chores.
• Amazon Dash has reduced grocery
shopping to one click
• Smart kitchen drives the automatic
replenishment of household
essentials
• Possibility of the future where
consumers pay for access, not
products
• Amazon/Walmart deliveries made
inside customers' homes
Convenient solutions are everywhere in our lives

31. 31
ULTIMATE IN CONVENIENCE INSTANT DELIVERY
CONSUMPTION IS BECOMING
EFFORTLESS
QUEST FOR CONVENIENCE
• Emirates Airlines offers home check-
in and baggage collection service
• Mobile app Ask An Expert by
Samsung and Babylon offers medical
consultations on-demand
• Instacart delivers grocery within an
hour
• As the cost of products decreases,
consumers are increasingly relying
on brands to help them decide what
to consume.
Consumer expectation of convenience will constantly evolve

32. 32
SHOPPING REINVENTED INDUSTRY DISRUPTED SUPER APPS
QUEST FOR CONVENIENCE
• As AI continues to develop its
capabilities, the future of the
middlemen (interior designer,
insurance agents) grows bleaker.
• By 2030, most meals cooked at
home will instead be ordered online
and delivered from either restaurants
or central kitchens, controlling up to
10 percent of the total food services
market, a subset that would translate
to more than $350 billion.
• Super apps such as WeChat can be
used to connect with friends and
family, hail a taxi, order food delivery,
buy film tickets, pay utility bills and
even book a doctor’s appointment, all
in a single, integrated app.
• Alexa is becoming the Super Apps of
the West.
The Quest for Convenience megatrend is disruptive

33. QUEST FOR CONVENIENCE
1. Provide solutions that help consumers save time in every aspect of life
2. Prepare for disruptive future

34. EMPOWERED INDIVIDUAL
Active involvement in what, why, and how a
product should be produced and delivered

35. CONSUMER REMAPPED
Redefining consumer segment beyond
demographics

36. CONNECTION / DISCONNECTION
Regaining control over social connection

37. EVERYDAY WELLNESS
Striving to live healthier in every aspect of life

38. ETHICAL LIVING
Social responsibility becoming a personal
belief

39. SEARCH FOR AUTHENTICITY
Searching for truth within the endless product
options

40. 40
BRANDS PLEDGE TO BE AUTHENTIC
“AUTHENTICITY” DRIVEN BY SOCIAL
MEDIA
CONTENT CREATED BY CONSUMER IS
PERCEIVED AS MOST AUTHENTIC
SEARCH FOR AUTHENTICITY
• Unilever’s Self-Esteem Project aims
to build body confidence and self-
esteem in 40 million young people
globally by 2020.
• CVS will require that all retouched
images be labeled as such by 2020
• Push back on paid-influencer and
celebrity endorsement
• 57% of respondents indicated
that less than half of brand-created
content resonates as authentic.
• Our survey found that 60% of
consumers (and 70% of millennials)
said social content from friends and
family impact their purchasing
decisions - while only 23% said
celebrity influencer content was
impactful.
In the world of fake news and exaggerated communication, consumers are
seeking brands that they can TRUST

41. 41
“UNBRANDED” PRODUCTS TRANSPARENCY WITH TECHNOLOGY
A FUTURE WITH SYMMETRY OF
INFORMATION
SEARCH FOR AUTHENTICITY
• Unbranded Online grocery sells
'unbranded' goods at USD 3 or less
• Blockchain technology allows
consumer to track the source of the
ingredients
• World's first blockchain beer
is fully traceable from source to retail.
• Consumers are increasingly aware of
the truth behind the brand
communication.
• From the cost of production for
iPhone, to retail price comparison,
brands can no longer gain advantage
of information asymmetry
Consumers are increasingly looking for transparency

42. SEARCH FOR AUTHENTICITY
1. Be honest
2. Embrace transparency and imperfection

43. PURSUIT OF EXCLUSIVITY
Searching for new symbols of exclusivity

44. 44
BLURRING OF MARKET SEGMENT
WEAKENED CORRELATION TO ECONOMIC
INDICATORS
PURSUIT OF EXCLUSIVITY
• Greater access to product options
• Consumers are mixing and matching their
purchases
• Besides economic outlook, changes in consumer
values and behavior contribute to the decline in
sales of luxury products.
Despite economic growth, luxury market growth has slowed
Global luxury market annual growth
Source: EY Source: YouGov Affluent Perspective Global Study
Global luxury market annual growth
PREMIUM
MASS
VALUE
LUXURY
VALUE
PREMIUM MASS
AFFORDABLE LUXURY
ULTRA LUXURY
PREMIUM
Distinct segments Distinct segments

45. 45
EVERYDAY WELLNESS ETHICAL LIVING EXPERIENCE MORE IT’S NOT ABOUT PRICE
PURSUIT OF EXCLUSIVITY
• Stress-reducing luxury homes
priced at USD 4 million
• LUCKYNELLY vegan handbag
line is made from apples
• Airbnb Plus offers properties
that meet the hotel-level
standard with an average of
USD 200.
• Goodwill opens a curated
boutique in NYC selling trend-
forward pieces
Creating status symbol with megatrends

46. PURSUIT OF EXCLUSIVITY
1. Premiumize or commoditize
2. Utilize other Megatrends to create meaningful exclusivity

47. IDEA 1
47

48. 48
STRATEGY DEVELOPMENT USER RESEARCH DEFINITION PRODUCT BRAINSTORMING
• Conduct SWOT analysis to
understand the trend’s implication to
the brand
• Create hypothesis about consumers • Utilize the trends as a tool kit to
provide inspiration and catalysts for
ideation
Application of trends across project phases

49. 1. Megatrends work together and with each other.
2. Consumer expectations of your product are shaped not
only by your competitors, but also by trends that affect
every aspect of their life.
49

50. Case Study
50
03

51. New Product Ideation
for Personal Care
How might we use Megatrends to
discover opportunities for personal
hygiene and beauty products?

52. OUR SERVICES
52 •
ANALYSIS
Consolidate prior knowledge and align
on business strategy
Conduct lead user/expert interviews
Analyze Megatrends impact on the
industry
(RE)FRAMING
Synthesize knowledge into new
perspectives and areas of opportunity
Translate opportunities into actionable
hypotheses
STRATEGY
Translate insights into design strategy
Create tactical plans and product
roadmaps
Concept creation and testing
VALIDATION
Test hypotheses with quantitative
research and business validation
Deepen consumer understanding with
qualitative research
We solve innovation challenges with an insight-driven, iterative process.
CHALLENGE IMPLEMENTATION

53. ANALYSIS
ANALYSIS
Start with
understanding
business context
53
Premium Beauty &
Personal Care
Beauty & Personal
Care
Soft Drinks
Packaged Food
Home Care
11.6%
9.5%

54. ANALYSIS
ANALYSIS
Research into the
Megatrend
implications
54

55. RE(FRAMING)
RE(FRAMING)
Create Themes and
Hypotheses
55
THEME 3 – Connection / Disconnection
Our consumer cares deeply about creation,
curation, and connection when they make their
product decision.
THEME 1 – Consumers Remapped
Our consumer desires products that celebrate
their individualism beyond gender, race, and
age.
THEME 2 – Quest for Convenience
Our consumer desires technology that
empowers them with curated information and
assisted choice.

56. HYPOTHESIS – Sense of identity
Our consumers desire products
that celebrate their individualism
beyond gender, race, and age.
@4theloveoftoys

57. Embracing
individualism,
breaking stereotypes
Genderless Makeup
Vogue dedicates edition exclusively
to women over 60
Body positive campaign celebrates
flaws and imperfections

58. Amplifying belief
Beauty for sportsSunscreen for construction workers
Brand swaps logo to save
endangered species
Burberry partner with
streetwear

59. Redefining beauty with
new aesthetic
@esantoinette
@palecanvas
color changing hair dye
@beasweetbeauty
CONFIDENTIAL

60. HYPOTHESIS 1 – SENSE OF IDENTITY
How might we
create products that
celebrate a
consumer’s
individualism?
60 Redefining Beauty With New Aesthetic
Embracing Individualism,
Breaking Stereotypes Amplifying Belief
MEGATREND DRIVERS
CONSUMERS
REMAPPED
RADICAL
PERSONALIZATION

61. HYPOTHESIS – Smart technology
Our consumers desire convenient
solutions that empower them with
curated information and assisted
decision.

62. Discovering oneself
via new information

63. Bespoke Beauty and Grooming Service Powered by AI
Organic tampons delivered via AI
Customized suppliment based
on DNA
Enabling greater
choices and
customization

64. Live mood data used to personalize
ads
Enabling easier
shopping experiences

65. Accessories to house contactless
payment chip
Tory Burch X Fitbit
Making technology
desirable

66. Making technology desirable
HYPOTHESIS 2 – SMART TECHNOLOGY
How might we
empower customers
with new technology,
and curated
information?
66
Discovering oneself with new information Enabling greater choices and customization
Enabling easier shopping experience
MEGATREND DRIVERS
QUEST FOR
CONVENIENCE
RADICAL
PERSONALIZATION
EVERYDAY
WELLNESS

67. HYPOTHESIS – Social
Our consumers care deeply about
creation, curation, and connection
when they make their product
decisions.

68. Enabling
Instagram-readiness

69. Luxury hotel bar crowdsources
cocktail menu inspiration
Modular furniture comes with
authorized hacks
Beauty brand unveils personalizable DIY at-home kits
Luxury hotel bar crowdsources
cocktail menu inspiration
Create your own scents
Transitioning from
curation to creation

70. Furniture e-tailer crowdsources new
designs
Craft beer designed to be opened in
pairs
App lets viewers weigh in on runway looks in real-time
Subscription-based network
caters to working mothers
Mobile app lets people to listen to
music together
Bracelets lights up when friends are
around
Enabling connection
with community

71. HYPOTHESIS 3 – SOCIAL
How might we
fulfill the desire for
creation, curation, and
connection?
71 Enabling connection with community
Enabling Instagram-readiness Transiting from curation to creation
MEGATREND DRIVERS
QUEST FOR
CONVENIENCE
CONNECTION /
DISCONNECTION

72. VALIDATION
VALIDATION
Validate the Themes and
Hypothesis
72
THEME 3 – Connection / Disconnection
Our consumer cares deeply about creation,
curation, and connection when they make their
product decision.
THEME 1 – Consumers Remapped
Our consumer desires products that celebrate
their individualism beyond gender, race, and
age.
THEME 2 – Quest for Convenience
Our consumer desires technology that
empowers them with curated information and
assisted choices.

73. VALIDATION
VALIDATION
Validate the Themes and
Hypotheses
73 Attitudes towards the Future
Behavior Now

74. STRATEGY
STRATEGY
Create product concepts
and roadmap
74

75. MEGATREND DRIVERS
IDEAS
Beautiful Smile with Minimal
Hassle
• 3 month all-inclusive program with brush
and toothpaste included
• No additional effort, brush as usual
• Progress updates keep user motivated
75
QUEST FOR
CONVENIENCE
RADICAL
PERSONALIZATION
EVERYDAY
WELLNESS

76. IDEAS
Freshly Made Face Mask and
Wipes in The Comfort of
Your Home
• The device extracts contents from the pod
and create face masks and wipes.
• Pods come in variety of functions to create
beauty and personal care products. Even
wipes for baby.
76
MEGATREND DRIVERS
QUEST FOR
CONVENIENCE
EVERYDAY
WELLNESS

77. RADICAL
PERSONALIZATION
EXPERIENCE
MORE
IDEAS
Personalized Subscription
To Make Your Own Personal
Care Packages
• 3 month all-inclusive program with brush
and paste included
• Easy
• Progress updates provide gratification
77
MEGATREND DRIVERS
SEARCH FOR
AUTHENTICITY

78. IDEAS
Personalized Personal Care
Recommendations Based On
Environmental And Skin
Tracking
• Environmental sensor tracking pollution,
UV light, and air moisture
• Personal sensor tracks activities and skin
condition
• AI recommends the right combination of
cosmetic and personal care products
78
MEGATREND DRIVERS
QUEST FOR
CONVENIENCE
RADICAL
PERSONALIZATION
EVERYDAY
WELLNESS

79. IDEAS
Pamper Your Face Anywhere
With Customized Vapor
• Apply cream and essence without touching
your face
• Ultra-portable, fits in your pocket
• Customizable vapor (revitalizing,
protection, moisturizing and more) with
removable pods
79
MEGATREND DRIVERS
QUEST FOR
CONVENIENCE

80. IDEAS
Ageing Gracefully Cosmetic
Line
• Because aging is not all about reducing
wrinkles
• Customized for different needs of the silver
population
80
MEGATREND DRIVERS
CONSUMERS
REMAPPED
RADICAL
PERSONALIZATION

81. 81
NEW POSITIONING NEW PRODUCT INNOVATION
HIGH CONSUMER IMPACT
LOW CONSUMER IMPACT
• User research will help us better position the concepts
• Other factors to consider include brand fit, technical
feasibility, and competitive landscape

82. 82
QUEST FOR
CONVENIENCE

83. 83

84. 84

85. CONFIDENTIAL85
QUEST FOR
CONVENIENCE
RADICAL
PERSONALIZATION
EVERYDAY
WELLNESS

87. What’s next?
87

88. MEGATRENDS
1. Megatrends describe how
consumer value and behavior will
evolve in the future.
2. It’s an iterative and structured
process.
3. Trend Analysis works with User
Research, Industrial Design, and
other disciplines to discover
opportunities for the future.
88

89. STILL CURIOUS?
Learn more at www.bresslergroup.com
Follow us at @bresslergroup
#bresslergroup
#designphiladelphia