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Customer Experience Design

Building an innovation pipeline

Challenge

What is the multi-channel experience consumers desire for home improvement involving surface and room renewal using new paint? Motiv’s client is a leader in the Do-It-Yourself (DIY) paint market selling the bulk of its volume through a well-known big box retailer, but the growth potential was limited. It wanted to understand how to reach and engage its customer base with compelling solutions that facilitated their experience along the continuum of activities required, from planning through sharing their excitement at the end of the job.

Approach

Starting with a broad target of Gen X, Gen Y and Boomers a research agenda was developed that sought to study the similarities and differences by generation. Field research revealed psychographic and behavioral profiles that transcended these demographics and instead revealed a new segmentation model that had clear needs the company could fulfill. Using segmentation specific customer archetypes, Motiv and our client team developed new concepts to address both explicit and latent needs across the range of channels found in the home decorating ecosystem. Concepts were then tested with consumers to understand their interest and desirability. Based on the outcome, a portfolio of solutions that spanned the full range of consumer touch points was recommended for further development.

Results

A portfolio of refined concepts ready for development was conveyed to the multidisciplinary client team for internal development. The segmentation model revealed through Motiv’s ethnographic research was quantitatively validated. Outside channel relationships have been explored and engaged to help extend the client’s brand into places would-be customers frequent as they formulate redecorating plans. An iPhone application extends its customer’s choice making tool box into their on-the-go lifestyle.

Case Studies

Becoming More Innovative	Creating Citizen-Centered Experiences
Getting Design to Thrive	Improving the Grantee Experience
Finding the White Space	Building an Innovation Pipeline
Mastering a New Market Segment	Aligning for Success