Unlocking customer experience driven multi-device experiences
Client: Multinational home appliance and consumer electronics corporation
Role: Lead designer and lead user researcher
Team composition: 2 designers, 3 management consultants, 1 data scientist
Research methodologies: Interviews, diary studies, surveys, concept testing
Geography: US, UK, Korea
Year: 2021
Context
The project aims to discover new use cases to elevate customer experience and enable integration across our client's ecosystem. Our client, a leading global consumer electronics company, offers various products such as smartphones, tablets, TVs, laptops, and home appliances. Despite this breadth, siloed business units managing each product line have led to fragmented user experiences.
Approach
Rigorous user and market research was conducted to discover customer needs and ideate use cases. This process enabled the client to envision use cases that resonate with customers, encompassing devices, apps, and content, and share a vision for multiple business units in charge of each device.
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Impact
The concepts from the project secured buy-in from the client's Chief Marketing Officer, resulting in the establishment of a dedicated department. The features have been rolled out and are now accessible to consumers and promoted in a TV commercial. Multi-device experience has become a distinctive value proposition for the client.