Strategic design project:
TIME: 2019, 10 weeks
PROJECT GOAL: Explore near future scenarios that could influence outdoor cleaning segment and offer a product concept for 2023 and for 2030.
This project is based on strategic design, with it we are developing a future-oriented design in order to increase organisation's innovative and competitive qualities.
In addition to simply offering the right kind of product at the right price, companies also have to attract buyers by connecting to their aspirations and emotions as well as appealing to their sense of values. This takes a new kind of designer and methods to integrate a lot of information and end user insights as well as an ability to let go of personal preferences and focus on what is right and compelling to the
In the absence of these relevant and compelling benefits or value propositions, the market competition and the brand descend into Walmart purgatory where only price matters and from where no brand returns unscathed.
Therefore we have to try to offer products that not only appeal to practical customer needs but also what the customer aspires to and wants to identify with. Just as we all buy clothes to communicate something about who we are.
Using products in everyday life was done systematically to understand needs in different user groups.
Creating concept for 2023. What are Kärcher users sharing online? 90% of people sharing #Karcher or #pressurewashing is a private house owner.
Urban areas show clever trends and novel product usages. #smallproducts do big jobs.
Major changes that will play out fully in the near future are already happening. Products that fit this new world are already here. Portable cleaning devices for urban needs are taking the market.
2030, even more people will be living in urban areas - that means there are less private house and car owners. That will devalue products like K7 and K5 for Kärcher. There will be more demand on products that are meant for compact living.
For 2030 Kärcher is launching a new kind of pressure washers that are highly mobile, can work with or without tap water and are battery powered. It will fit into urban environment and has a sustainable attitute.
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