INSIGHT TRANSLATION

INSIGHT TRANSLATION PROVIDES DESIGN CLARITY BY CLOSING THE GAP BETWEEN RESEARCH AND DESIGN EFFORTS, PROVIDING A DIRECT TRANSITION FROM MEANING TO FORM.

INSIGHT TRANSLATION REQUIRES VISUAL SKILLS TO EMBODY ABSTRACT IDEAS & PRINCIPLES. THE OBJECT IS NOT TO SOLVE PROBLEMS, BUT TO CREATE A FRAMEWORK TO FOCUS CREATIVITY.

INSIGHT TRANSLATION BUILDS ALIGNMENT BY CREATING INSTITUTIONAL KNOWLEDGE AND THEN USES INSPIRATION TO ENCOURAGE COMPANIES TO USE THAT KNOWLEDGE TO CHANGE THEIR BUSINESS

INSIGHT TRANSLATION:meaningful actionabledescriptiveaspirational

actionable[simple, concrete, sensory]

meaningful[clear connection to the data]

meaningful[clear connection to the data]

“I don’t want to buy a drink just because it is cheap and practical. I want ingredients that are good for me and minimal packaging which is good for the environment… good things come from nature. I read labels for organic ingredients and prefer to buy something that I can make at home in a glass pitcher.” - Sydney #101

“… It is the job of the company that makes the drink to think about environmentally friendly packaging, it shouldn’t be my job. The company should consider the lifecycle of the drink- from conception to disposal.” – Everett #104

“Tupperware is simple and completely reusable…If I was at the store- and had to choose between two beverages that were very similar, I would choose the one in a package that I can reuse over and over without worrying about bacteria.“ - Shirley #102

Earth Friendly

Natural Natural

Earth Friendly

Fun EnergizingRejuvenatingRefreshing

Earth Friendly

Fun EnergizingRejuvenatingRefreshing

Design Principle Consider: reusability, refill-ability, and recycling in packaging and messaging.

Pattern/Theme There is a high awareness of the negative environmental effects of single use, plastic packaging

Design Metaphor • reusable glass • metal cap• natural ingredients• nature graphic

descriptive[not prescriptive]

descriptive[not prescriptive]

Ideal anti-dandruff shampoo by segments Head & Shoulders + Rocket Surgery + Lextant May 17 2005 2

Functional Clean It’s all about the destination; the achievement of the functional endpoint.

My favorite shampoo has hair and scalp benefits together in the same bottle

and I use it every time I wash my hair. It is right there waiting for me when I step

into my bathroom. I am glad that my shampoo ritual is so quick and easy.

The authentic, functional package and its frosty, translucent

appearance entices me to pick it up; it feels nice in my hand and

I know that I have plenty left. I can get the exact dosage predictably and

consistently each time and I know that not a drop will be wasted.

I can count on my shampoo because it looks and smells so fresh and clean.

The shampoo doesn’t drip from my hand and easily builds a concentrated,

yet bubbly lather that I know will effectively clean. I enjoy the

invigorating feeling as I massage it into my scalp, knowing that I will have a great

hair day with fresh, clean, manageable hair that never has any

dandruff flakes.

My ideal shampoo is like Freshly Laundered Jeans.

It’s basic, classic, pure, precise, practical, controlled and utilitarian.

Package Style & Opacity Dispense Product Consistency & Lather Hair Feel

aspirational[describes the ideal experience]

aspirational[describes the ideal experience]

excited, special, smart,relaxed, and sure.When I think about going shopping at my ideal American Eagle store, I feel so excited because I know I will be getting something new that is in-style, unique, accepted by my friends, and that will last for a long time.

I am unique. It should be easy to know which clothes will !t my body and my style. I want personal attention so that everything I pick out will make me feel good about myself- like I found a gold mine of clothes made just for me.

Getting the right !t and expressing my own style are the keys to my experience. Barriers like locks, lines, and limits are removed and I'm free to enjoy the environment and friends. I have all the information I need to be sure I’m picking the perfect item.

Shopping AE pays o"! I always know I found a good deal…looks great, high quality, long lasting, and a"ordable. I have #exibility in my wardrobe and I get lots of compliments.

I love to share my American Eagle experiences with my friends and family. I always tell my friends how great it is to shop there! I know I can wear everything I buy from American Eagle with con!dence and pride because I get compliments all the time!

At my ideal American Eagle store !nding something is so easy… everything is right where I would look for it and putting together an out!t is a snap!

AE allows me to make better decisions with the help of my family and friends. I know everything I choose will !t and look great. Shopping with friends and family is like having a fashion party together!

My ideal AE knows and remembers we have a relationship. Every point during checkout is easy – attentive service, my information is available, and they always say thanks. Discounts, special events, and compliments make me feel like they genuinely appreciate me.

My ideal American Eagle cares about me and my satisfaction. If for some reason I have to return something, they make the process easy and painless. Now I don't have to dread making returns!

My ideal shopping experience

I feel confident,Feeling excited, special, relaxed, smart and

sure are all part of me feeling confident.

Confidence is my goal; it starts with wanting to go shopping and ends with feeling good

about what I purchased. I want to be confident in my ability to trust my choices,

and ultimately, my store (see below).

organized, appreciated, and satisfied.happy,

need/want browse choose buy complete

!e store makes me feel confident,

Feelings of being welcomed, organized, happy, appreciated and satisfied about my

shopping experience all contribute to feeling good about myself (see above).

My ideal store will help me to achieve my ultimate goal of feeling confident.

.

welcomed,My ideal AE is friendly, warm, and inviting. Right from the start I am genuinely welcomed by the people, atmosphere, and the “vibe”. Shopping is fun!

6

What is a rugged cell phone?

SHOCK PROOFWATER PROOFSOLIDCOMPACTGRIPPYSTYLISH

What is and is not rugged to me?

What do the key rugged themes look and feel like?

Shock Resistant / Proof

Made of metalStrong and solid metal would not dent from impact

Dropping a phone is one of the most common causes of phone damage among the participants.

RoundedSharp corners are easily damaged from impactMade

of rubber Shock absorbent rubber

Athletic

Coated Surface coated with rubber

protects the metal or plastic body from impact

Industrial

Feminine

Feminine

Hi-tech

Industrial

Recessed screenRecessed screen is more protected from shock

IndustrialHi-tech

AthleticAthletic

Athletic

Feminine

Style Experience

RuggedExperience

Cell phone Experience

meaningful

actionable

descriptive

aspirational

Thank you