You may think your new product is beautiful to look at and superbly functional – but if your customers disagree, you’re in big trouble.
Good design is important for manufacturers, but how can we define exactly what 'good design' is in a commercial world? Anyone who has watched Dragon’s Den will have seen the great importance that experienced financiers put on in-depth research into customers and markets. Traditionally, research might have been undertaken in the very early stages of product development, but it’s increasingly recognised that to be vital throughout the product’s entire lifespan.
The modern product design process should always include continual research to understand what your target customers want, what their tastes are and how they will use the product. It may seem burdensome to have to keep consulting “real people” about your product – especially when you’re already 100% sure that it’s a winner – but research can really contribute to making it better and more successful.
For instance, Edinburgh company Totseat has developed an innovative fabric highchair. Founding director Rachel Jones came up with the original Totseat idea after her own experiences as a mother. But to develop Totseat’s design to perfection, she conducted extensive testing and research with several other families. 'The first Totseat prototype was made from the lining of my wedding dress and the second from a sheet,' says Jones. 'Nineteen iterations later, and after more than 900 testing experiences, Totseat was born.'
The detailed research process, which majored on safety and adaptability, revealed that parents wanted to be able to take their babies to any cafe or restaurant, not just to “child-friendly” places. Fabric highseats have been around since the 1950s but were far from perfect – the Totseat meets the needs of parents who want something easy-to-use and adaptable for every shape and size of chair. Parents also asked for a product that was compact, comfortable, durable, washable, stylish and, above all, safe for their children to sit in.
Taking the time and effort to understand the needs of customers to evolve the product’s design has paid off, with leading UK and European retailers, including John Lewis and Mothercare, now selling Totseats. The product also recently won the Grand Prix at the Scottish Design Awards.
You can use research on planned or existing products to get a better picture of how customers view them. Most product design agencies can undertake research for you, or you can commission a specialist market research company. At the most basic level, why not conduct your own impromptu focus groups with friends and family – you might learn something surprising!