Understanding what is important to the customer, why they are buying the product and in what way the product is part of their life is essential before you start developing a new product, or service.
For a strong brand to continue to grow in line with the brand strategy, a design process should start with a proper analysis of current products and services. To guide companies in this work, Brand Valley has developed a service participatory semiotic analysis.
Semiotic analysis is a study of ‘signs’. A sign consists of three elements; the intended message, the manifestation (for example colours, shape etc.), and the interpretation of these elements. A branded product consists of multiple signs and these needs to be understood in the context of the market, the heritage, the use and society.
When doing an analysis of a specific product we interview current customers and ‘expert users’. Through this we uncover what the product means to the customer, and which elements/features are important to maintain. Based on this information we establish a set of ‘rules’ to build upon when the new design project commence.
We deliver: participatory semiotic analysis, guidelines, new design
Questions we may ask in the process
- What are your current products and services?
- What are your aims?
- Why would you like to change?
- What are your previous products and services?
- How has the product developed?
- Who are the stakeholders?
- Who is your customer?
- Who are your competitors?
- What is the dynamic in the market?
- What is the product life cycle?
- What resources do you have?
- What are the current structure that influence your products or services?
- Which trends and major drivers of change influence your product development process?