KIEN

A consumer electronics start-up with Bang & Olufsen roots, this flexible speaker system allows users to enjoy solo, stereo and theatre sound on the go.

Our team focused on specific digital and physical touch-points, prototyping creative solutions to allow customers to experience the brand and the products.



Skills
Brand Strategy
Product Design
Researcher

Team
DanJoelJosephine,
PhilRenzoSergio,
SydneyTom & Myself

Time
6 Weeks




DELIVER  SOLUTION


The realistic nature of the prototypes allowed us to ‘sell’ the design to the client, with the various concepts now being integrated into their business model.

Proposal One:
'Beyond Sound': A flexible short-term brand service model whereby subscribers can look forward to receiving a tailored box each month based on a lifestyle theme of their choosing. There is a variety of packages each providing different gifts, from music karaoke, movie nights, or a gaming party, that help facilitate the hosts and guests to have the best time possible.

Proposal Two:
'Experience Kien': Allows shoppers to request to 'try' a Kien product from a local owner. Enabling prospective customers to experience the product physically, but also receive a genuine, positive review from a current Kien owner and brand advocate. Owners that lend out their systems become brand ambassadors and receive benefits such as discounts and early access purchases.

Proposal Three:
Unbox Me': A holistic product package that creates a seamless 'out-of-the-box' setup. As research discovered that setting up audio equipment was often a huge pain-point during a customer’s journey and the final product purchase phase.




DEVELOP PROTOTYPE

Low-fidelity:
A very basic paper prototype that was intended to simply test potential online checkout experience concepts and valuable as it validated the initial idea. Sketching out the desired user journey allowed the team to guerrilla test with consumers, receive feedback, and prioritise which stages to develop, which even led to new ideas.

Mid-fidelity:
The next step of testing involved turning paper to digital in order to build a slightly more realistic user journey. For this stage, we simply drew out each ‘screen’, then using POP app we took photos of each ‘screen’ and linked them together with interactive gestures to create a very crude and basic, yet functioning app.

High-fidelity:
For the final rounds of prototyping we wanted to add a more complex level of interaction, and a more realistic feel to the experience, so we decided to use Invision. This time, we decided to move away from just testing the concept of the business model, and added features that could potentially exist within an actual user journey.




DEFINE INSIGHTS

Flexibility:
Users loved the flexibility of Kien’s products, for example the ability to listen to Kien speakers in multiple different setups including on-the-go.

Brand ambassadors:
Originated through a crowd-funding campaign, Kien backers passionately and vocally advocated the product and services.

Experience in person:
Users had a need to try out expensive audio products such as Kien in person before buying online.




DISCOVER RESEARCH

The team began a rigorous research period by starting with answering a simple question on what do Kien customers want from an online shopping experience?

Primary:
Putting ourselves in the shoes of the users we ordered Kien products ourselves and went through the entire customer journey first-hand, from ordering online to unboxing the products. We also carried out similar research with competitors, mapping the experience and the services of best-in-class brands and companies, both online and in-store.

Secondary:
This involved interviewing experts in relevant fields such as e-commerce and technology, carrying out interviews, and observing target users. This was in order to gain insights and develop personas into user purchasing behaviour and online and entertainment habits.

Analogous:
immersive research techniques, whereby we played with sensory design and hosted for the owner a blind and silent food tasting experience exploring the power of flavours and sound with the environment.


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