Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Leading the on-ground synthesis from 1:1 interviews and groups by creating insight themes and sub-themes.
Field research synthesised on site
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating sacrificial concepts, and grouping them in clusters based on insights and co-creation.
Drafting value proposition extremes with concepts
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating a living Miro-wall with different concepts and ensuring stakeholders score them for selection.
Feature and concept backlog for stakeholder decision-making
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Clustering selected concepts and features in three key parts of the value proposition.
Shaping value proposition based on HW-SW feature clusters
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Using CMF cues from benchmark and historic product releases, bringing to life a digi-physical overview of the value proposition (playing the role of art-director and insights translator).
Designing a ‘phygital’ experience for mobile HW-SW
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Using the new and existing customer goal to anchor different features and bringing them to life using a future-scenario.
Bringing features to life using two scenario stories
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating 15+ screens to detail out interactions for key enabling mobile features.
Prototyping key interactions and features in detail
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Leading the on-ground synthesis from 1:1 interviews and groups by creating insight themes and sub-themes.
Field research synthesised on site
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating sacrificial concepts, and grouping them in clusters based on insights and co-creation.
Drafting value proposition extremes with concepts
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating a living Miro-wall with different concepts and ensuring stakeholders score them for selection.
Feature and concept backlog for stakeholder decision-making
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Clustering selected concepts and features in three key parts of the value proposition.
Shaping value proposition based on HW-SW feature clusters
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Using CMF cues from benchmark and historic product releases, bringing to life a digi-physical overview of the value proposition (playing the role of art-director and insights translator).
Designing a ‘phygital’ experience for mobile HW-SW
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Using the new and existing customer goal to anchor different features and bringing them to life using a future-scenario.
Bringing features to life using two scenario stories
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating 15+ screens to detail out interactions for key enabling mobile features.
Prototyping key interactions and features in detail
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Leading the on-ground synthesis from 1:1 interviews and groups by creating insight themes and sub-themes.
Field research synthesised on site
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating sacrificial concepts, and grouping them in clusters based on insights and co-creation.
Drafting value proposition extremes with concepts
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating a living Miro-wall with different concepts and ensuring stakeholders score them for selection.
Feature and concept backlog for stakeholder decision-making
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Clustering selected concepts and features in three key parts of the value proposition.
Shaping value proposition based on HW-SW feature clusters
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Using CMF cues from benchmark and historic product releases, bringing to life a digi-physical overview of the value proposition (playing the role of art-director and insights translator).
Designing a ‘phygital’ experience for mobile HW-SW
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Using the new and existing customer goal to anchor different features and bringing them to life using a future-scenario.
Bringing features to life using two scenario stories
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating 15+ screens to detail out interactions for key enabling mobile features.
Prototyping key interactions and features in detail
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Leading the on-ground synthesis from 1:1 interviews and groups by creating insight themes and sub-themes.
Field research synthesised on site
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating sacrificial concepts, and grouping them in clusters based on insights and co-creation.
Drafting value proposition extremes with concepts
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating a living Miro-wall with different concepts and ensuring stakeholders score them for selection.
Feature and concept backlog for stakeholder decision-making
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Clustering selected concepts and features in three key parts of the value proposition.
Shaping value proposition based on HW-SW feature clusters
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Using CMF cues from benchmark and historic product releases, bringing to life a digi-physical overview of the value proposition (playing the role of art-director and insights translator).
Designing a ‘phygital’ experience for mobile HW-SW
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Using the new and existing customer goal to anchor different features and bringing them to life using a future-scenario.
Bringing features to life using two scenario stories
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating 15+ screens to detail out interactions for key enabling mobile features.
Prototyping key interactions and features in detail
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Leading the on-ground synthesis from 1:1 interviews and groups by creating insight themes and sub-themes.
Field research synthesised on site
Latent segment behaviours
Creating sacrificial concepts, and grouping them in clusters based on insights and co-creation.
Drafting value proposition extremes with concepts
Craft phygital value proposition
Craft phygital value proposition
Creating a living Miro-wall with different concepts and ensuring stakeholders score them for selection.
Feature and concept backlog for stakeholder decision-making
Craft phygital value proposition
Craft phygital value proposition
Clustering selected concepts and features in three key parts of the value proposition.
Shaping value proposition based on HW-SW feature clusters
Craft phygital value proposition
Craft phygital value proposition
Using CMF cues from benchmark and historic product releases, bringing to life a digi-physical overview of the value proposition (playing the role of art-director and insights translator).
Designing a ‘phygital’ experience for mobile HW-SW
Bring to life and test WTP
Bring to life and test WTP
Using the new and existing customer goal to anchor different features and bringing them to life using a future-scenario.
Bringing features to life using two scenario stories
Bring to life and test WTP
Bring to life and test WTP
Creating 15+ screens to detail out interactions for key enabling mobile features.
Prototyping key interactions and features in detail
Bring to life and test WTP
Bring to life and test WTP
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Leading the on-ground synthesis from 1:1 interviews and groups by creating insight themes and sub-themes.
Field research synthesised on site
Latent segment behaviours
Creating sacrificial concepts, and grouping them in clusters based on insights and co-creation.
Drafting value proposition extremes with concepts
Craft phygital value proposition
Craft phygital value proposition
Creating a living Miro-wall with different concepts and ensuring stakeholders score them for selection.
Feature and concept backlog for stakeholder decision-making
Craft phygital value proposition
Craft phygital value proposition
Clustering selected concepts and features in three key parts of the value proposition.
Shaping value proposition based on HW-SW feature clusters
Craft phygital value proposition
Craft phygital value proposition
Using CMF cues from benchmark and historic product releases, bringing to life a digi-physical overview of the value proposition (playing the role of art-director and insights translator).
Designing a ‘phygital’ experience for mobile HW-SW
Bring to life and test WTP
Bring to life and test WTP
Using the new and existing customer goal to anchor different features and bringing them to life using a future-scenario.
Bringing features to life using two scenario stories
Bring to life and test WTP
Bring to life and test WTP
Creating 15+ screens to detail out interactions for key enabling mobile features.
Prototyping key interactions and features in detail
Bring to life and test WTP
Bring to life and test WTP
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Leading the on-ground synthesis from 1:1 interviews and groups by creating insight themes and sub-themes.
Field research synthesised on site
Latent segment behaviours
Creating sacrificial concepts, and grouping them in clusters based on insights and co-creation.
Drafting value proposition extremes with concepts
Craft phygital value proposition
Craft phygital value proposition
Creating a living Miro-wall with different concepts and ensuring stakeholders score them for selection.
Feature and concept backlog for stakeholder decision-making
Craft phygital value proposition
Craft phygital value proposition
Clustering selected concepts and features in three key parts of the value proposition.
Shaping value proposition based on HW-SW feature clusters
Craft phygital value proposition
Craft phygital value proposition
Using CMF cues from benchmark and historic product releases, bringing to life a digi-physical overview of the value proposition (playing the role of art-director and insights translator).
Designing a ‘phygital’ experience for mobile HW-SW
Bring to life and test WTP
Bring to life and test WTP
Using the new and existing customer goal to anchor different features and bringing them to life using a future-scenario.
Bringing features to life using two scenario stories
Bring to life and test WTP
Bring to life and test WTP
Creating 15+ screens to detail out interactions for key enabling mobile features.
Prototyping key interactions and features in detail
Bring to life and test WTP
Bring to life and test WTP
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Leading the on-ground synthesis from 1:1 interviews and groups by creating insight themes and sub-themes.
Field research synthesised on site
Latent segment behaviours
Creating sacrificial concepts, and grouping them in clusters based on insights and co-creation.
Drafting value proposition extremes with concepts
Craft phygital value proposition
Craft phygital value proposition
Creating a living Miro-wall with different concepts and ensuring stakeholders score them for selection.
Feature and concept backlog for stakeholder decision-making
Craft phygital value proposition
Craft phygital value proposition
Clustering selected concepts and features in three key parts of the value proposition.
Shaping value proposition based on HW-SW feature clusters
Craft phygital value proposition
Craft phygital value proposition
Using CMF cues from benchmark and historic product releases, bringing to life a digi-physical overview of the value proposition (playing the role of art-director and insights translator).
Designing a ‘phygital’ experience for mobile HW-SW
Bring to life and test WTP
Bring to life and test WTP
Using the new and existing customer goal to anchor different features and bringing them to life using a future-scenario.
Bringing features to life using two scenario stories
Bring to life and test WTP
Bring to life and test WTP
Creating 15+ screens to detail out interactions for key enabling mobile features.
Prototyping key interactions and features in detail
Bring to life and test WTP
Bring to life and test WTP
Reflections
Reflections
Value within desirability
Customer-preferred features may not always bring business value; but there are ways to find commercial value by finding a willingness to pay
Backlog prioritisation link to strategy
Some use-cases or features may be discarded at first, but can become important when the macro-economic conditions change
View into the process
Reflections
Value within desirability
Customer-preferred features may not always bring business value; but there are ways to find commercial value by finding a willingness to pay
Backlog prioritisation link to strategy
Some use-cases or features may be discarded at first, but can become important when the macro-economic conditions change
Context & Impact
Context
Mid-sized iconic consumer hardware company in the consumer electronics space looking to drive long-term enterprise value through a new SW business and recurring revenue.
With growing smartphone sales and continuous investments into improved photo quality and SW, the client has encountered a growing threat to its core business.
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Leading the on-ground synthesis from 1:1 interviews and groups by creating insight themes and sub-themes.
Field research synthesised on site
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating sacrificial concepts, and grouping them in clusters based on insights and co-creation.
Drafting value proposition extremes with concepts
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating a living Miro-wall with different concepts and ensuring stakeholders score them for selection.
Feature and concept backlog for stakeholder decision-making
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Clustering selected concepts and features in three key parts of the value proposition.
Shaping value proposition based on HW-SW feature clusters
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Using CMF cues from benchmark and historic product releases, bringing to life a digi-physical overview of the value proposition (playing the role of art-director and insights translator).
Designing a ‘phygital’ experience for mobile HW-SW
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Using the new and existing customer goal to anchor different features and bringing them to life using a future-scenario.
Bringing features to life using two scenario stories
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating 15+ screens to detail out interactions for key enabling mobile features.
Prototyping key interactions and features in detail
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Leading the on-ground synthesis from 1:1 interviews and groups by creating insight themes and sub-themes.
Field research synthesised on site
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating sacrificial concepts, and grouping them in clusters based on insights and co-creation.
Drafting value proposition extremes with concepts
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating a living Miro-wall with different concepts and ensuring stakeholders score them for selection.
Feature and concept backlog for stakeholder decision-making
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Clustering selected concepts and features in three key parts of the value proposition.
Shaping value proposition based on HW-SW feature clusters
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Using CMF cues from benchmark and historic product releases, bringing to life a digi-physical overview of the value proposition (playing the role of art-director and insights translator).
Designing a ‘phygital’ experience for mobile HW-SW
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Using the new and existing customer goal to anchor different features and bringing them to life using a future-scenario.
Bringing features to life using two scenario stories
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating 15+ screens to detail out interactions for key enabling mobile features.
Prototyping key interactions and features in detail
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Leading the on-ground synthesis from 1:1 interviews and groups by creating insight themes and sub-themes.
Field research synthesised on site
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating sacrificial concepts, and grouping them in clusters based on insights and co-creation.
Drafting value proposition extremes with concepts
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating a living Miro-wall with different concepts and ensuring stakeholders score them for selection.
Feature and concept backlog for stakeholder decision-making
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Clustering selected concepts and features in three key parts of the value proposition.
Shaping value proposition based on HW-SW feature clusters
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Using CMF cues from benchmark and historic product releases, bringing to life a digi-physical overview of the value proposition (playing the role of art-director and insights translator).
Designing a ‘phygital’ experience for mobile HW-SW
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Using the new and existing customer goal to anchor different features and bringing them to life using a future-scenario.
Bringing features to life using two scenario stories
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating 15+ screens to detail out interactions for key enabling mobile features.
Prototyping key interactions and features in detail
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Goal of generating revenue from new and existing users dictated profile of customers to interview with.
Research goals and segments linking to business goals
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Leading the on-ground synthesis from 1:1 interviews and groups by creating insight themes and sub-themes.
Field research synthesised on site
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating sacrificial concepts, and grouping them in clusters based on insights and co-creation.
Drafting value proposition extremes with concepts
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating a living Miro-wall with different concepts and ensuring stakeholders score them for selection.
Feature and concept backlog for stakeholder decision-making
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Clustering selected concepts and features in three key parts of the value proposition.
Shaping value proposition based on HW-SW feature clusters
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Using CMF cues from benchmark and historic product releases, bringing to life a digi-physical overview of the value proposition (playing the role of art-director and insights translator).
Designing a ‘phygital’ experience for mobile HW-SW
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Using the new and existing customer goal to anchor different features and bringing them to life using a future-scenario.
Bringing features to life using two scenario stories
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Creating 15+ screens to detail out interactions for key enabling mobile features.
Prototyping key interactions and features in detail
Latent segment behaviours
Craft phygital value proposition
Bring to life and test WTP
Impact
Annual recurring revenue
potential unlocked€100mn+
Potential to increase the organisations enterprise value over the next 5 years.
1.5-2x
Indicated by consumer survey, compared to other similar solutions.
10x higher WTP
Selected as a result of our design sprint to build out digital business.
Acquisition-Hire
Designing a software and hardware business build for a consumer tech company with 10x willingness-to-pay
Value proposition design for camera OEM
Value proposition design for camera OEM
Designing a software and hardware business build for a consumer tech company with 10x willingness-to-pay
Designing a software and hardware business build for a consumer tech company with 10x willingness-to-pay
Designing a software and hardware business build for a consumer tech company with 10x willingness-to-pay
Advanced industries
Phygital Design
Life-Sciences
R&D Large Molecules
Advanced industries
Phygital Design
Life-Sciences
R&D Large Molecules
Advanced industries
Phygital Design
Life-Sciences
R&D Large Molecules