Optimising an Existing Product’s Features and Design to Drive Appeal

Case Study

The Client

A global consumer electronics company.

The Challenge

To optimise key features of a product already on the market to further increase its consumer appeal and relevance.

Untapped Approach

Innovation Audit: We worked closely with the technical and business teams to understand and map key design features and technical advantages of the product versus key competitive benchmarks.

Story Spark: We conducted DeepReal research to identify Destinations and a DesignIdeal for the product. Using these human and technical insights, we ran a Story Spark workshop inspiring four new human-led opportunities for commercialisation.

Invent, Design & Optimise: Using the DesignIdeal output we developed a list of hard and soft points for product design. The client team was able to use this list to update key features of the product in order to increase its appeal and relevance to the consumer.

Innovation Strategy: Co-creating with critical team members, we used the StorySpark output to develop a highly actionable, human-led technology pipeline for future product iterations.

The Results

The update to product features resulted in a more appealing and relevant product design. In addition, the project output also identified a series of possibilities for additional future product development.
“Untapped helped focus our thinking and has given clear design direction for future product iterations through the use of traditional and novel research techniques.”

Research Director