Young Designers 2011

 
 
 
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Live Product Experience Design
Lifestyle Accessory Design | PGDPD
Amresh Panigrahi
Hindustan Unilever Limited, Mumbai
Keywords
Design research
Experience design
FMCG communication
Marketing strategy
The objective of my project was to design a product experience for a laundry product in order to sensitize consumers about its claim by engaging all consumer touch-points. It involved translating the perceptional, emotional and cognitive experience of interacting with the product into a live experience that would affect the consumer’s buying behaviour.

The product experience evolves through physical and non-physical interactions, which include all aspects of the product such as its claim, functionality, effectiveness, look and feel, package and advertisements and the personality, culture, lifestyle and preferences of the consumer.

First, I had to review literature to understand the brief and the scope of the project. This was followed by understanding the brand, competitor analysis and mapping the brand’s requirements. By mapping the users’ needs, behaviours and expectations I realized that people find personal experiences more compelling and trustworthy. I then conceptualized the various mediums I could employ and analyzed the constraints and possibilities. Nowadays, all brands are continuously searching for new technologies that can guarantee them an advantage in the market. I looked for newer ways of making consumers experience the functionality and the idea that the brand was trying to sell.

One of the effects of spilling is the difference in colour, which becomes more obvious when it is placed against the right coloured fabric. This was the central idea behind my final concept. The deliverables were design proposals and working prototypes of a few concepts that translated a product’s benefits in a way that was relevant to the consumer.

As a lifestyle accessory designer, this project helped me develop a fresh outlook towards understanding consumers and mapping their inspirational product experience.
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