Launched
2022
Design Research
Product Strategy
Research & Content Lead
Confidential
Product strategy for foldable phones
Consumer Electronics
In a research-intensive project that involves multiple departments from the client side and relies heavily on industry insights, it is crucial to establish a clear understanding and alignment regarding the key success criteria, specifically the "long-term potential impact."
Therefore, we conducted extensive internal stakeholder interviews across different departments and engaged the leadership team. This allowed us to familiarize ourselves with the client team and gain valuable insights into their perspectives on the business. As a result, we obtained a clearer understanding of the project goals and objectives.
Leading mobile phone brand enters foldable phone market, aims for high-end impact and explores long-term potential of foldable screen products.
The client, a well-known mobile phone brand, has entered the foldable screen market and launched their first product. Before the release of their next product, the client aims to explore the long-term potential of foldable screen products. This project focuses on identifying significant scenarios that provide insights into the overall foldable phone business. The hypothetical scenarios revolve around camera, business, and gaming.
A lean team of three was formed for this project. As the Research & Content Lead, my responsibilities included developing and executing the research plan, leading the synthesis process, and fostering collaboration with the client team. Drawing on my experience working in and with mobile brands and internet companies, I facilitated smooth collaboration and bridged cultural differences. By conducting in-depth market analysis, consulting with experts, and conducting user testing sessions, we successfully identified key scenarios with long-term impact for the client's foldable phone business.
Define the goal
Build hypothesis
「What are the significant differences between horizontal and vertical foldable phones?」「 How would these key differences impact people's perception and usage? 」「How would the behavior differ from using the current smartphone?」
As a study on the emerging industry, the research can become too broad, losing focus. Therefore, it is important to maintain focus on the objective by building hypotheses on the value proposition.
In-depth research with target users
Based on the three key scenarios (camera, business, gaming), we created hypothetical personas to assist us in identifying the target users for the research. We developed stimuli that aligned with our hypotheses and also probed users' perspectives on the potential scenarios.
During the initial phase of research, we conducted a comprehensive exploration of consumers' usage experiences and expectations regarding current foldable screen phones. This allowed us to generate initial ideas for potential future opportunities. In the second round of interviews, our focus shifted towards the identified scenarios, enabling us to prioritize possibilities based on user value.
Comprehensive expert input
By thoroughly analyzing extensive user research, expert input, and conducting a market scan, we have formulated a refined value proposition for both horizontal and vertical foldable phones, highlighting their respective scenario advantages. To aid in visualizing the target user and signature scenarios, we utilized storyboards.
The criteria used in expert interviews were derived from the findings obtained through user research. For example, it was discovered that younger generations and experienced professionals no longer view "work" as a conventional business concept; instead, they prioritize productivity. Due to the proliferation of digital products, individuals are seeking streamlined experiences that allow them to perform efficiently in diverse scenarios with minimal effort.
The revised findings challenged the initial assumptions regarding the business scenario and offered valuable insights on effectively communicating the phone's strong productivity capabilities. Additionally, it led to a reevaluation of the target "business user" and provided the client with a more informed persona for defining their target audience. To further enhance our understanding, we invited a brand expert with experience in marketing for a top luxury business goods brand. Her input strongly aligned with our findings and provided a clearer definition of the "business" scenarios.
Refine the value propositin
Finally, we presented the outcomes and insights to the client's team and facilitated co-creation workshops. These workshops aimed to foster a deeper understanding within the client's team regarding the persona, scenarios, and the unique value proposition associated with each folding format.
