Design Thinking for Innovation
Peer-graded Assignment Reflection
The tool that applied: Storytelling
Storytelling is a powerful tool that is applicable in various situations of our daily life, ergo it is the tool that I applied all the time. As a marketer of a shampoo company, I always faced the challenges of how to attract more customers to try and fall in love with our newly launched products. Besides, I also faced challenges of how to ensure the phenomena of decreasing brand loyalty towards our products happened as there is a variety of choices for customers to choose from in the markets nowadays.
I choose to
apply storytelling as it is able to get insight into users, build empathy and
reach them emotionally. I often create personas to represent target users and
add conflict to stories that reflect their user journeys and problems. One of
the reasons is through crafting stories, we can better understand what users
want from a solution. Good stories always captivate audiences. In user
experience (UX) design, designers use storytelling throughout the design
process to ensure that all work focuses on the users’ needs and the value that the company wants to give those users. After completing design research to
understand your users’ needs and desires, you use your insights to tell a story
about who your users are, what they need, and how you’ll provide that. This
story makes it easy for everyone involved in the project to empathize with the
users and ensure that their work matches the story. Having a story throughout
your project means marketing the design at the end of the design process is
also straightforward, as you already know exactly which story to tell to show
how your product provides value.
Storytelling indirectly involves emotional branding.
Emotional branding in fact is the practice of building brands that directly
appeal to consumers’ self, emotional states, needs, and aspirations. The purpose
of emotional branding is to establish a connection between consumers and
products by stimulating consumer emotions. Human needs such as love, power,
emotional security, and self-satisfaction are based on emotions in the
subconscious, as the basis of emotional brands, and allow marketers to create
self-fulfilling prophecies in consumer demand. People want to meet demand, and
advertisers need to implement these needs in a permanent cycle. Our company has
launched a new anti-dandruff treatment shampoo product line that allows real
women to share their product experiences in “Beauty Me Anti Dandruff Diary”
through videos and blogs where real women share their hair dandruff stories and
how new products can save them. A YouTube-designed diary channel attracts real
women from fashion bloggers, travel bloggers, makeup artists, and other
backgrounds to share their anti-dandruff stories with us. It also has a link to
buy products online. The channel also spurred a Facebook app that was once
again designed as a diary. In addition to similar YouTube channels, the Secret
Diary app provides more information about hair and products. Creating a secret
diary, revealing products as a solution, and letting real women share their anti-dandruff secrets are supporting the two pillars of the sport. This type of
storytelling enables new customers more willing to embark on their journey on
our products as the review is real and has high credibility.
By applying the learning tool, we designed and tested our
solutions. Through the learning process, we got to improve our product’s
function and design to meet users’ expectations. It is through this process we
realized that the customers were more attracted to the review from Facebook
as it is shared by normal users but not celebrities or influencers. Our marketing
department used the results of this process to re-strategize our marketing
campaign. Moving forward our business will focus on human-centered design to
improve our product and services.
Approach
Through applying the storytelling tools, other tools like
visualization and mind mapping is directly applied. In order to perform more perfect results, learning launch is another tool that I would be considered in
the next steps. One of the reasons is learning launch is also an important tool
for our business. We need as a team to review the insight gained from our first
two launches and incorporate this insight into future launch designs as this is
the most effective and ideal way of approaching and implementing solutions.
Future launch designs should reflect insight gained, progress made, and come
closer to a compelling solution ready for full rollout.
0 Comments