With most businesses, we look at where are skill sets lie and then go out to market to see if there is a demand. What if we already knew where the demand is and how much they are willing to pay? If this is the case, you'd better be sure that your product/service offering is positioned to attract your target clients, otherwise you will be wasting a lot of time on leads for work you don't even want to do.

1. CREATING A STRATEGY TO TARGET YOUR USER

2. WITH TELECOMMUNICATIONS,
THE DISTANCE BETWEEN
POINTS IN THE NETWORK
HAS REDUCED SIGNIFICANTLY.

3. TIME AND SPACE
ARE LESS IMPORTANT THAN
STORY & PARTICIPATION

4. TODAY,
CUSTOMER EXPERIENCE IS
TRANSFORMING BUSINESSES.
1900-1960 1960-1990 1990-2010 2010-?
  
AGE OF AGE OF AGE OR AGE OF
MANUFACTURING DISTRIBUTION INFORMATION THE CUSTOMER

5. THE PROGRESSION OF ECONOMIC VALUE
High Relevance High Differentiation
Cu
sto
INFORMATION SERVICE
n
m
tio
iz
a
Optimum Experiences
a
itiz
tio
POSITIONED COMPETITIVELY
od
n
m
m
CUSTOMER NEEDS
Co
Cu
s
LATE INDUSTRIAL
om t
ion
iz
Essential Services
at
at
io
itiz
n
od
m
m
Co
EARLY INDUSTRIAL
ion
Basic Goods
at
itiz
od
m
m
Co
AGRARIAN
Core Commodities
Low Relevance Low Differentiation
Cost Driven Premium
PRICING STRATEGY

6. THE CONSUMER IS INFORMED, IN CONTROL
AND ENGAGES WHEN HE/ SHE FEELS LIKE IT
The traditional view of brands telling consumers what they should
know, is gone. They have little control over what is said about them.

7. CONSPIRING MORE THAN FOLLOWING
Consumers cultivate lines of sight to information and
ideas that reinforce a sense of identity and kinship.

8. REACHING THEM IS A CHALLENGE,
ESTABLISHING DIFFERENTIATION
IS EVEN MORE DIFFICULT

9. OLD NEW
Demographics Culture
Testing Discovery
A vs. B Narrative
Historical Data Real-Time Data
Surveillance Sousveillance

10. SUBJECTIVE / QUALITATIVE
Focusd on
EXPERIENCES
(People, Activites, Context)
IDENTITY Has personal significance
MEANINGFUL
EMOTIONS PLEASURABLE Memorable Experience
CONVENIENT Easy to use, Intuitive
VALUES
USABLE Can be used without difficulty
RELIABLE Is available & accurate
PERFORMANCE
FUNCTIONAL Work as programmed
Focusd on
TASKS
(Products, Features)
OBJECTIVE / QUANTIFIABLE

11. WHAT DOES RELEVANCE
TO THE USER MEAN?

12. ? WHAT DOES YOUR BUSINESS DO?
? AND WHY?

13. KODAK WAS IN THE BUSINESS OF IMAGING
AND NOT IN THE BUSINESS OF FILM ROLLS

14. TO CREATE RELEVANCE, WE REALLY NEED TO
KNOW OUR USERS!
Consumer Deep consumer insight,
research observation and intuition

15. Think
Do Feel
Empathy
Insight
Opportunities
New business ideas

16. BUT DO WE KNOW OUR TARGET USER?

17. THE MYTH OF AVERAGE CONSUMER
The average user does not exist. Within user segment there are
different kinds of user groups.
SEGMENTATION: MARKETING VS. PERSONAS

18. THE LONG TAIL
Less of More

19. THERE IS A NEED TO
Bring FOCUS
Build EMPATHY
Encourage CONSENSUS
Create EFFICIENCY

20. METHODOLOGIES
Personas
Scenarios
Usability Tests
Ethnography
User Research
Prototyping
Co-Creation
Participatory Design

21. “A persona is a user archetype you can use to help
guide decisions about product features, naviga-
tion, interactions, and even visual design.”
- Kim Goodwin, Cooper
Personas are a representative behavior and activ-
ity profile for a customer base. They are contex-
tual and specific to the particular application or
service.

22. PERSONAS INGREDIENTS
Demographics
Psychographics
Webographics
Relationship with the business
Specific Goals / Needs
Context of Usage
Interaction of Usage
Information of Usage
Emotional Goals of usage
Sensory / Immersive character of usage
Accessibility issues

23. PERSONA IS NOT SAME AS USER SEGMENT
SEGMENT PERSONAS
Age Behaviors
Income Goals
Gender Attitudes
Other Demographics
Sell to People Understand the
people behaviour

25. HEAD, HEART & HAND
PRACTICAL & SOCIAL
ACTION
ENGAGEMENT
STORY & STRATEGY
RATIONAL
SENSING
INTENTION
INTEGRITY & ALIGNMENT
EMOTIONAL
PURPOSE
AWARENESS & CONFIDENCE

26. HEAD, HEART & HAND
EVALUATE A PRODUCT / SERVICE USING THESE THREE LENSES:
HEAD: What makes it logical and sensible?
HEART: What makes it emotionally engaging?
HAND: What makes it tangible and practical?
List the characterisitcs or features that appeal to each lens.
Score them from 1 to 10 to evaluate strength or weaknesses.

27. You can choose from:
or any other well known product or service.

28. ADITYA KEDIA
Design Strategy Consultant
+852 5414 2376
connect@adityakedia.com
www.adityakedia.com
EMERSENSE
CRAFTING MEANINGS
HUMAN-CENTRED DESIGN | NEW PRODUCT DEVELOPMENT | SERVICE DESIGN | INNOVATION MANAGEMENT
USER RESEARCH | DESIGN ACTIVISM | RETAIL STRATEGY | BRANDING | STYLING | INTERIOR DESIGN