Products and their functionalities reinvent themselves over time. The mobile phone is a great example of this evolution. When it was created, it was just a portable version of the conventional telephone and, over time, it added functions from other products - in many cases even dispensing with the need for other devices, such as digital cameras, radios, and handheld video games.
Recognizing these possibilities, markets have been evolving and increasingly seeking innovations to generate new experiences for their consumers.
Adding a new function to the product
Being able to make an espresso at home like those served in cafes, bars, and restaurants. This was the innovation that Nespresso brought, combining practicality and customization and enhancing the relationship of its customer with the product. Through a machine with a modern design and various types of coffee packaged in individual capsules, the user can prepare their drink at home according to their preference.
This was not possible until then, as espresso machines were restricted to cafes, bars, and restaurants, and often to enjoy quality coffee, it was necessary for the grinding to be done just before preparing the coffee.
Thus, the concept of capsules was developed, bringing convenience in preparation and maintaining the freshness of freshly ground coffee. Behind all this, there is a whole process that allows for an excellent purchasing and customer service experience, from buying capsules and machines to a differentiated technical assistance service.
Another inspiring example that adds a new function to a product was produced by a diaper rash cream brand, Bepantol, which created an app that turns the mobile phone into a baby monitor.
The action allowed consumers to download the app on two devices, so that one stayed in the baby's room and the other with the parents. Through Wi-Fi or Bluetooth, the child would be monitored, allowing parents to play music for the baby, receive alerts, and even turn off the room light.
This action brought another meaning to the parents' mobile phone, adding another important functionality for the moment.
And it is not just by adding new functions that the consumer experience is improved. The case of the GoPro camera is an example of a non-traditional revolution of a product that, by subtracting functions, became ideal for its audience.
Portable, lightweight, and durable, the GoPro was born from investment in a niche market: people who enjoy adventure and extreme sports. The camera, which can have various attachable accessories – such as mounts and protections – does not have an LCD screen, a feature that symbolized the evolution of cameras until then, but which is not relevant for those who want to capture images and videos in extreme situations, such as water, high speeds, and heights.
Since its emergence, GoPro has strongly entered the market, and one of the aspects that made this possible was the identification of the needs and priorities of its consumer, in addition to allowing them to become even more the protagonist of its use.
Taking into account the environment and the needs of the audience, the cases of Nespresso, Bepantol, and GoPro show the importance of placing the user at the center of the design project to successfully build a new and better experience.
Natura Campus Hackathon | MIT Media Lab
If you have ideas and projects that propose solutions to enhance the consumer experience through the union of products and the virtual environment, sign up for the new Natura Campus challenge! Click here
