Transcript
© 2016 Cambridge Design Partnership Ltd
USING SCIENCE TO GAIN REAL-TIME USER DATA AND CONSUMER INSIGHTS FOR EFFECTIVE PACKAGING
Tom Lawrie-FusseyTechnology Business Development Leader
CONFIDENTIALITYALL INFORMATION CONTAINED IN THIS DOCUMENT IS COMMERCIALLY CONFIDENTIAL
AND MUST NOT BE DISCLOSED TO THIRD PARTIES WITHOUT WRITTEN PERMISSION.
© 2016 Cambridge Design Partnership LtdNovember 2016
AGENDA //An introduction to Cambridge Design PartnershipDigital Strategy: How it links to Smart Packaging
Uncovering the real opportunity
Insight
The Future
Conclusions
© 2016 Cambridge Design Partnership Ltd
3Our team has extensive experience with brand innovation & packaging, creating an immersive user experience, and delivering a commercially viable, differentiated product and service…
November 2016
© 2016 Cambridge Design Partnership Ltd
4Our approach, Potential Realised™ improves phase transitions, knowledge transfer & reduces lead times…
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November 2016
© 2016 Cambridge Design Partnership LtdNovember 2016
AGENDA //An introduction to Cambridge Design Partnership
Digital Strategy: How it links to Smart PackagingUncovering the real opportunity
Insight
The Future
Conclusions
© 2016 Cambridge Design Partnership Ltd
6 WHAT IS SMART?LESS IS MORE…
November 2016
CALM TECHNOLOGYRequire the smallest possible amount of attentionMake use of the periphery and not always remain in the centre of attentionOnly use the minimum amount of technology needed to solve a problem…Respect social norms
[Courtesy of Amber Case, Harvard University]
© 2016 Cambridge Design Partnership Ltd
7
WHAT IS IT?
Your digital strategy will almost certainly include:
New device developmentArchitecturesCollaborations/partnershipsSales/service optimisation
November 2016
YOUR DIGITAL STRATEGY AND HOW SMART PACKAGING FITS
© 2016 Cambridge Design Partnership Ltd
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Courtesy Bud Caddell, Digital Strategy 101
YOUR DIGITAL STRATEGY AND HOW SMART PACKAGING FITS
Digital allows a much more focused way to interact with your customers. Listen and iterate, don’t just broadcast
WHAT’S DIFFERENT?
Fosters “Good Call” advertising campaignSeptember 2016
© 2016 Cambridge Design Partnership Ltd
9 YOUR DIGITAL STRATEGY AND HOW SMART PACKAGING FITS
Digital allows a much more focused way to interact with your customers. Listen and iterate, don’t just broadcast
WHAT’S DIFFERENT?
September 2016
© 2016 Cambridge Design Partnership Ltd
10 CAUTION:CONSIDER THE ENTIRE JOURNEY
September 2016
This is a user-centric service, enabled by a clever product portfolio.This is about the entire journey, involving all those stakeholders that interact with it...
© 2016 Cambridge Design Partnership LtdNovember 2016
AGENDA //An introduction to Cambridge Design Partnership
Digital Strategy: consider the entire journey
Uncovering the real opportunityInsight
The Future
Conclusions
© 2016 Cambridge Design Partnership
Jobs To Be DoneSolution agnostic, evidenced based
identification & prioritisation of user needs.
Ted Levitt
“People don’t want to buy a ¼-inch drill, they want a ¼-inch hole”
November 2016
© 2016 Cambridge Design Partnership Ltd
UNCOVERING THE REAL OPPORTUNITYEXAMPLE: LISTENING TO MUSIC
November 2016
A job is long-term stable unit of analysis for innovation Products and services are merely point-in-time solutions that enable people to get a job done
Point-in-time solutions to the job: Listen to recorded music
© 2016 Cambridge Design Partnership Ltd
UNCOVERING THE REAL OPPORTUNITYEXAMPLE: PACKAGING
November 2016
The jobs1) To facilitate successful storage and usage of the end
product 2) To present goods appropriately to the end user, in a
differentiated way3) To protect and preserve goods prior to being consumed
© 2016 Cambridge Design Partnership Ltd
UNCOVERING THE REAL OPPORTUNITYEXAMPLE: PACKAGING
Match the technology with the need and the price…
Basic Interaction, but user led. Nice fit to
Marketing
Asset status can be shared, but it still needs
physical contact between asset and phone
Asset status shared locally (up to 100m range)
but needs expensive reader-gateway infrastructure
Asset status shared locally (up to 30m range),
but still needssmartphone or hub
Accurate location, but at significant battery ‘cost’, device will need regular
recharging
+ $0.10
+ $2.50
+ $5
+ $10
+ $20
Direct connectivity to 2G cellular network/Cloud. No hub needed, but requires
SIM and recurring contract costs.
© 2016 Cambridge Design Partnership LtdNovember 2016
AGENDA //An introduction to Cambridge Design Partnership
Digital Strategy: consider the entire journey
Uncovering the real opportunity
Insight: evidence-based user trialsThe Future
Conclusions
© 2016 Cambridge Design Partnership Ltd
17 WHAT IS IT?
“insight” is a research tool; a suite of compact connected electronic platforms that can be embedded within or attached to packaging.
November 2016
© 2016 Cambridge Design Partnership Ltd
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The logging devices are designed to be largely unseen by consumers to encourage natural behaviour.
DOES IT SUIT MY PRODUCTS?
November 2016
© 2016 Cambridge Design Partnership Ltd
19 INSIGHT: THE DEVICESA SUITE OF PLATFORM SOLUTIONS
November 2016
A range of pre-built sensing platforms to fit a variety of packaging shapes and sizes:
© 2016 Cambridge Design Partnership Ltd
20 INSIGHT: THE RESULTS ARE IN…
ANGULAR POSITION
3-AXIS ACCELERATION
TEMPERATURE / HUMIDITY
November 2016
© 2016 Cambridge Design Partnership Ltd
21 INSIGHT: THE RESULTS ARE IN…
3-AXIS ACCELERATION
SHAKESTATIONARY, ON THE SHELF
RETURN TOSHELF WITH
A THUMP
TIPBACK ON THE SHELF
SHAKETIP ALL DONE!
November 2016
ANGULAR POSITION
© 2016 Cambridge Design Partnership Ltd
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SO WHAT DOES THIS ALL MEAN?
November 2016
The data shows:6 minutes2 usesShakingStored upright130 degree tipping
Is there anything else we can infer?Male?!Nearly full bottle 2-in-1 shampoo
INSIGHT: THE RESULTS ARE IN…
© 2016 Cambridge Design Partnership LtdNovember 2016
AGENDA //An introduction to Cambridge Design Partnership
Digital Strategy: consider the entire journey
Uncovering the real opportunity
Insight: evidence based user trials
The FutureConclusions
© 2016 Cambridge Design Partnership Ltd
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THE FUTUREBENEFITS TO THE CONSUMER
November 2016
Primary packaging benefitsConsumable Durable
Tech could provide Anti-counterfeit solutionUsage data-capture Auto-reordering Tailored formulationsExclusive offers, eventsBespoke user-experience
© 2016 Cambridge Design Partnership Ltd
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THE FUTUREBENEFITS TO THE INDUSTRY
November 2016
Secondary/Tertiary packaging benefits
Knowledge of shock/impact Temperature excursion logsPre-emptive warnings Mesh networks
© 2016 Cambridge Design Partnership LtdNovember 2016
AGENDA //An introduction to Cambridge Design Partnership
Digital Strategy: consider the entire journey
Uncovering the real opportunity
Insight:
The Future
Conclusions
© 2016 Cambridge Design Partnership Ltd
Think about the Job to be Done, not Tech push
Smart packaging means an elegant solution to a real problem. It can be zero Tech!
With detailed knowledge of consumer behaviour, future development challenges can be dramatically de-risked.
Make informed decisions, based on real consumer insights.
CONCLUSIONSIT’S A COMPLEX WORLD
November 2016
© 2016 Cambridge Design Partnership Ltd
THANK YOU
November 2016
Tom Lawrie-Fusseytwl@cambridge-design.co.uk
Thank you //
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