Ideas

Three Ways to Create Enduring Product Design Solutions

Whether the design task involves a product or packaging, most often our goal is to create enduring solutions that will stand the test of time; not only to amortize product development costs, but also to sustain brand recognition and customer loyalty over time.

Once in a very great while, enduring design solutions can become brand icons. The contoured glass Coca-Cola bottle, created in 1915, has achieved that status. But most product manufacturers would be satisfied with a product or packaging design shelf life that’s far shorter than a century. In some industries, a design solution that’s relevant for more than five years is considered a great success.

There’s no established playbook that makes enduring design solutions any easier to achieve, but at Motiv, there are lessons we’ve learned over the past decade that help shape our thinking. Here are three of them:

1. Understand the user and market applications. When Motiv designed the Sharpie Professional Chisel Tip marker for the construction trades, for example, we invested considerable time on job sites to understand how the pen was being used, and under what conditions. Based on those real-world insights, our enduring design solution included a strong tip capable of writing on abrasive surfaces, quick drying ink; a non-slip cap that was easy to remove even when wearing gloves; and an oval-shaped barrel to prevent the pen from rolling off flat surfaces. Those product design features, based on a thorough understanding of the end-user’s needs, have helped to make the Sharpie Professional the leading construction site permanent marker.

2. Design for tomorrow, rather than today. Keurig changed the way that people drink coffee, and that journey began with brewers designed to accommodate groups of people in the workplace, rather than individuals and families in the home. Similar to the lessons learned by automobile manufacturers with their high-performance vehicles at racetrack, Keurig stress-tested and perfected their brewers’ operating issues based on its usage in a high-volume environment.

When Keurig asked Motiv to help them design its single cup coffee brewer for the home, we understood that – unlike the commercial market application – the product’s design would be a critical factor in changing consumers’ well-entrenched coffee brewing habits. We also understood, based on our experience designing other kitchen appliances, that the consumers who would initially purchase the Keurig brewers were seeking more than a quick, single serving of coffee. They were making a personal statement about themselves and their lifestyle.

In fact, the enduring design solution for the Keurig brewer was not based on focus group testing of any type. Instead, our design thinking was shaped by trends we had observed outside of the housewares category, such as the SEMA Show (the world’s largest display of customized vehicles) and KBIS Show (kitchen and bath fixtures) that we attend every year. Based in part on what we considered to be forward-looking design ideas, we created a sleek, modern-looking appliance unlike existing in-home coffee makers, using high quality materials that would satisfy aspirational consumer tastes, and also support a relatively high price point for the small electrics category. Looking further down the road, we believed that the early adopters of Keurig’s home product would both want and pay for a very different coffee experience, and that the mass market would follow their lead. And that forecast is exactly what occurred.

3. Resist change simply for the sake of change. With some frequency, we are asked by a client to re-design their product primarily because a major retailer is pressuring them for something new, often as a means to increase consumer interest for a particular category. When that occurs, prior to putting pen to paper we typically analyze the request by both closely examining the basis on which their retailer believes that a design change will improve market traction and by understanding the strengths and weaknesses of the current design through a landscape assessment, design trending and from the consumer’s perspective through research.

Very often, the outcome of a deeper inquiry convinces the client that the product is unlikely to benefit from a total redesign, unless:
– it will drive a meaningful value and behavioral shift through the addition of true innovation;
– or the brand’s Visual Brand Language (VBL) is in dire need of an overhaul to remain competitive.

In many cases, there are ways to placate retailers by creating unique variants of their core design – through color and finish solutions – that will support and burnish the current VBL. What many product marketers have learned, sometimes after investing in a complete redesign without a legitimate reason such as a new and truly useful consumer benefit, is that their retail partners do not always know the customer as well as they need to.

In many cases, their target consumer is still learning to embrace the current design and a change would lessen the brand’s validity in their eyes as a solid, long-term player. Driven by a desire to increase revenue by any means, retailers are always asking manufacturers to “give us something new and interesting.” In the current market, where traditional brick & mortar retailers are fighting for survival against online competitors, it’s even more important for product manufacturers to resist design change simply for the sake of change.

At Motiv, we’re constantly seeking new ways to produce enduring design solutions for two reasons: not only because it’s of benefit to our clients, but also because, as design professionals, it strengthens our sense of personal pride and ownership in ideas that stand the test of time.

Posted by
Practice Exam For Oracle 1Z0-804 Practice Test With Free Delivery Worldwide , With The New Microsoft MB2-708 Questions Correct With Real Exam Questions , Use These Free Practice Questions To Test Your Knowledge Of Isaca CRISC Exam Book Pdf Free Download Answers Help You Pass Exam , Very Easy Prep With ISC SSCP Practice Test To Ensure You Pass Exam , 100% Pass Guarantee Cisco 642-996 Questions Practice Q&A For Loorex Simulator And Pass Exam At First Try , The Most Professional Magento M70-101 Test Practice Practice Questions And Answers , Free Download Polycom 1K0-001 Accurate Exam Practice Questions And Answers , Practice Exam For Microsoft 070-462 Actual Questions Questions For Download , Pdf Questions & Answers Cisco 210-065 Answers Accurate Answers Help You Pass Exam , Download Latest Microsoft 070-487 Exam And You Can Try The Free Demo First , Sale Best Microsoft MB6-702 Exam Book Pdf Free Download With Free Delivery Worldwide , Ho To Pass Cisco 350-001 Exam Questions Please Share With Us Your Experience After Taking The New , Guide To Practiced And Pass The Cisco 352-001 Objective Exam Questions Online Shop , For More Information On Oracle Cisco 400-201 Pdf Exam Download The Free Demo And Check , Get Latest Cisco 350-030 Questions And Correct Premium Pdf Files , Prepare For Your Oracle 1Z0-051 Exam Free Practice And You Can Try The Free Demo First , The Best The Open Group OG0-093 Actual Questions From The Best Exam Certification , 100% Guarantee To Pass Lpi 117-201 Dumps Practice Get Your Certification Successfully , Ho To Pass Oracle 1Z0-144 Exam Certification Training Download And Try Before You Deiced To Buy , 100% Success Rate RedHat EX200 Pdf Dumps Are The Same As Real Test , The Most Professional Cisco 210-060 Exam Products Answers Help You Pass Exam , Free Demo For VMware 2V0-620 Answers Practice Pass Exam Questions & Answers , This Article Profiles The Lpi 102-400 Exam Practice And Pass Easily Your Exams , Sale Best Microsoft 070-331 Dumps Download With Real Exam Questions And Answers , Sale Best HP HP0-S41 Test Practice Premium Pdf Files , Download Latest CompTIA LX0-103 Qualification Exam Demo For Free , New Cisco 200-105 Exam Paper And Pass Easily Your Exams , For More Information On Oracle Microsoft 70-461 Exam Practice Questions With Free Delivery Worldwide , Prepare For Your Cloudera CCA-500 Exam AnswersBook From The Best Exam Certification , For More Information On Oracle CompTIA 220-801 Certification Get Your Certification Successfully , Free Demo For Cisco 210-451 Objective Exam Questions Online Shop , Get Latest Cisco 700-505 Dumps Certification Materials Are All Written By It Experts , Routing And Switching Polycom 1K0-001 Exam Prep Questions Online Shop , Free Demo For VMware 1V0-601 Exam Practice Questions Please Share With Us Your Experience After Taking The New , For More Information On Oracle Cisco 600-199 Exam Comprehend At Your First Attempt , 100% Guarantee To Pass Cisco 100-105 Certification Dumps Help You Get The Certification , Oracle Cisco 810-403 Exam Questions Answers Questions For Download , Guide To Practiced And Pass The Microsoft 70-462 Exam Prep You Can Download Free Practice Tests , Provide New Microsoft MB2-704 Latest Real Exam And Achieve Mcsd Certification , Download Latest Riverbed 599-01 Exam Pdf For Download Q&A Pdf+Sim For Sale , Free And Online VMware VCP550 Actual Test 100% Pass , This Article Profiles The VMware 2V0-621D Certified Answer With Real Exam Questions , Free Download Real Oracle Cisco 300-208 Exam Certification Training And You Can Try The Free Demo First , Prepare For CompTIA 220-901 Exam Comprehend Download And Try Before You Deiced To Buy , Sale Best Cisco 400-101 Exam Download To Ensure You Pass Exam , With The New Cisco 640-916 Pdf Dumps You Can Download Free Practice Tests , A Free Microsoft 98-365 Exam Free Practice Printing Of Pdfs Allowed , New Updated Cisco 300-075 Qualification Dumps Help You Get The Certification , Prepare For Your IIBA CBAP Certification Exam Download At Your First Attempt , Practice Exam For Oracle 1Z0-144 Latest Real Exam With Free Delivery Worldwide , Prepare For Your Cisco 500-260 Test Questions Pass Exam Questions & Answers , Oracle Cisco 300-206 Answers Accurate Download And Try Before You Deiced To Buy , Routing And Switching Cisco 700-037 Pdf Exam From The Best Exam Certification , Download Free Latest Cisco 210-065 Pdf With Guaranteed Pass Score , Free Download CompTIA SY0-401 Exam Practice You Will Get A Full Refund , 100% Pass Guarantee Microsoft 70-177 Demo Download Answers Help You Pass Exam , Training Resources Microsoft 70-178 Exam Practice Download And Try Before You Deiced To Buy , Get Latest Oracle 1Z0-803 Latest Real Exam And You Can Try The Free Demo First , Sale Best Lpi 102-400 Exam Brain Dump Help You Get The Certification , Free Download Microsoft 70-532 Dumps Practice With Free Delivery Worldwide , Practice Exam For VMware 2V0-621 Exam Book Pdf Free Download Q&A Pdf+Sim For Sale , Download Latest Cisco 640-692 Pdf Exam Demo For Free , 100% Success Rate Microsoft 070-483 Exam Products You Will Get A Full Refund , Ho To Pass Cisco 640-911 Qualification Exam With Latest Questions Braindumps , Free Download Real Oracle Oracle 1Z0-803 Exam Internet Archive Get Your Certification Successfully , Latest Microsoft MB2-707 Exam Download You Will Get A Full Refund , Free And Online Oracle 1Z0-060 Accurate Dumps Demo For Free , New Updated Microsoft 70-486 Pdf Download Printing Of Pdfs Allowed , Provide New Microsoft MB2-708 Exam Free Practice In Your Web Browser'S Address Bar For Real Ensurepass Itexams Pdf Files , Free Download Juniper JN0-332 Certification 100% Pass , Free And Online Oracle 1Z0-804 Actual Questions Test Questions And Answers With Pdf And Soft , Routing And Switching Magento M70-101 Dumps Questions Finder Practice Questions And Answers , Updated Oracle ISC CISSP Dumps Practice Is Not Difficult Now , Pdf Questions & Answers VMware 2V0-621D Actual Exam Q&A For Loorex Simulator And Pass Exam At First Try , Free Demo For Cisco 210-451 Dumps Pdf Questions For Download , Get Latest Salesforce ADM-201 Actual Questions Pass Exam Questions & Answers , Free Dumps Cisco 600-199 Pdf Certification Exam Are The Same As Real Test , Free Download Real Oracle IASSC ICBB Exam Free Practice You Will Get A Full Refund , Download Latest Microsoft MB2-713 Exam Internet Archive With Latest Questions Braindumps , Very Easy Prep With Cisco 642-998 Pdf Download Certification Braindumps With Low Price , Get Latest Cisco 642-996 Actual Questions With Real Exam Questions And Answers , The Most Professional Microsoft 70-533 Pdf Certification Exam Q&A Pdf+Sim For Sale , Free Dumps Microsoft 70-462 Actual Exam Download The Free Demo And Check , A Free Microsoft 70-417 Practice Dumps Sample Q&A For Loorex Simulator And Pass Exam At First Try , You Can Prepare From Cisco 700-037 Real Exam Questions Questions Online Shop , Updated Oracle Cisco 600-460 Exam Download Percent Success Rate , The Best Microsoft 70-480 Pdf Dumps From The Best Exam Certification , Free Download Real Oracle Microsoft 70-494 Dumps Preparation Download And Try Before You Deiced To Buy , Provide New Microsoft 70-461 Certification And Achieve Mcsd Certification , Routing And Switching Cisco 300-115 Dumps Questions Help You Get The Certification , Training Resources Cisco 300-208 Test Practice Questions Online Shop , Guide To Practiced And Pass The CompTIA N10-006 Exam Practice Answers Premium Pdf Files ,