Feminine inspiration

‍Understanding Women's Needs in Mobile Phones 

A global electronics manufacturer wanted to gain insights into what women want from mobile phones to identify design directions. Spur worked with the client's Insight & Innovation team in Tokyo to devise collaborative innovation processes, which started with internal workshops in 4 countries and continued with consumer insights in Bangkok.

Collaborative Innovation Process 

The collaborative process included homework exercises, home interviews, and co-creation workshops. Bespoke tools were used to elicit insights and directions on motivations, materials, and shapes. The team also conducted ad-hoc street interviews and internal expert interviews.

Communicating the Results 

The results were presented in an internal sharing tool, using videos, slideshows, and photos to show what women wanted. Executive summaries in PowerPoint form, and additional internal workshops, communicated the five key themes and design directions, resulting in successful product improvements.

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