How a relationship councillor challengd us to unthink the way to design beer.
How a relationship councillor challengd us to unthink the way to design beer.
How a relationship councillor challengd us to unthink the way to design beer.
Designing a more complete end-to-end product experience.
Designing a more complete end-to-end product experience.
3 mins, August 7, 2025
3 mins, August 7, 2025
Designing a more complete end-to-end product experience.
3 mins, August 7, 2025
THE TRAP:
THE TRAP:
THE TRAP:
We must always design products for clear personas.
We must always design products for clear personas.
We must always design products for clear personas.
We typically focus on consumer personas/ archetypes in designing new products, but what happens when we need to design for two different consumer personas - such as husband and wife? If we try to appeal to both, we risk appealing to neither because our solution is either too diluted or too contradictory.
We typically focus on consumer personas/ archetypes in designing new products, but what happens when we need to design for two different consumer personas - such as husband and wife? If we try to appeal to both, we risk appealing to neither because our solution is either too diluted or too contradictory.
We typically focus on consumer personas/ archetypes in designing new products, but what happens when we need to design for two different consumer personas - such as husband and wife? If we try to appeal to both, we risk appealing to neither because our solution is either too diluted or too contradictory.
RELATIONSHIP COUNCILLOR REFRAME:
RELATIONSHIP COUNCILLOR REFRAME:
RELATIONSHIP COUNCILLOR REFRAME:
In any relationship there are 3 entities: him, her and the relationship. We focus on what's good for the relationship.
In any relationship there are 3 entities: him, her and the relationship. We focus on what's good for the relationship.
In any relationship there are 3 entities: him, her and the relationship. We focus on what's good for the relationship.
"Insights showed that men aged 40-50 had the highest affiliation need (a desire for close personal connection and bonding). AND that the person they most often drank with was their partner. Yet, when they drank beer and their partner another product, that affiliation was weaker. By focusing on the relationship, we defined the hierarchy of needs that would satisfy both through a more complete end-to-end product experience."
"Insights showed that men aged 40-50 had the highest affiliation need (a desire for close personal connection and bonding). AND that the person they most often drank with was their partner. Yet, when they drank beer and their partner another product, that affiliation was weaker. By focusing on the relationship, we defined the hierarchy of needs that would satisfy both through a more complete end-to-end product experience."
"Insights showed that men aged 40-50 had the highest affiliation need (a desire for close personal connection and bonding). AND that the person they most often drank with was their partner. Yet, when they drank beer and their partner another product, that affiliation was weaker. By focusing on the relationship, we defined the hierarchy of needs that would satisfy both through a more complete end-to-end product experience."
Instead of making a bland neutral beer or a 'feminine' beer, we should work harder on making sure the consumption experience is able to accommodate both men and women by mapping their common and unique needs in this shared occasion.
This hierarchy of needs requires us to think more broadly than just a product.
Instead of making a bland neutral beer or a 'feminine' beer, we should work harder on making sure the consumption experience is able to accommodate both men and women by mapping their common and unique needs in this shared occasion.
This hierarchy of needs requires us to think more broadly than just a product.
Instead of making a bland neutral beer or a 'feminine' beer, we should work harder on making sure the consumption experience is able to accommodate both men and women by mapping their common and unique needs in this shared occasion.
This hierarchy of needs requires us to think more broadly than just a product.
THE TAKEAWAY:
THE TAKEAWAY:
THE TAKEAWAY:
Design for the relationship between people, rather than the individuals themselves.
Design for the relationship between people, rather than the individuals themselves.
Design for the relationship between people, rather than the individuals themselves.
As the old adage goes: "if you try to appeal to everyone, you'll appeal to no-one." Instead of falling into the trap, put the relationship at the fore.
As the old adage goes: "if you try to appeal to everyone, you'll appeal to no-one." Instead of falling into the trap, put the relationship at the fore.
As the old adage goes: "if you try to appeal to everyone, you'll appeal to no-one." Instead of falling into the trap, put the relationship at the fore.
HOW MIGHT WE:
HOW MIGHT WE:
HOW MIGHT WE:
map the hierarchy of needs between two people and ensure you're satisfying both?
embrace an occasion-centred design framework that includes occasions shared by opposites?
design the entire usage experience, not just the product?
map the hierarchy of needs between two people and ensure you're satisfying both?
embrace an occasion-centred design framework that includes occasions shared by opposites?
design the entire usage experience, not just the product?
map the hierarchy of needs between two people and ensure you're satisfying both?
embrace an occasion-centred design framework that includes occasions shared by opposites?
design the entire usage experience, not just the product?