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Table lamp designed for Target stores.
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MIC
HAEL
KUI
KEN
TorchenLAMP
MIC
HAEL
KUI
KEN
Desig
n Br
ief Project ObjectivesThis project will develop a new table lamp and shade system.
Target Audience (Market)This lamp design should target a younger demographic– specifically those who are buying homes for the first time or are updating the look of their apartment. They are looking for an accent piece that classes up their surroundings, and they are willing to splurge a little.
Product FeaturesThe concept shall be stylish and intriguing yet not sacrifice function. The product should accommodate different light bulb types.
Customer (User) BenefitIdeally, the product should offer the user to customize their light either through controlling the intensity or direction of the light. There will be an exploration of user controls to hopefully improve upon the ubiquitous rotary switch under the shade.
Support for Benefit ClaimsAll products should be easier to use. The common lamp design lacks ergonomic consideration.Directionality and intensity of light affects the ambiance within a room and also affects the viewing of television, computer, and tablet screens. User adjustment of one or both of these features greatly improves versatility of the light source.
Desig
n Br
ief
MIC
HAEL
KUI
KEN
CompetitionThe competition generally does not cater to this demographic. Companies either lean toward low-cost college furnishings or expensive, high-design products. The main competitor is IKEA.
Competition Strengths and WeaknessThe competition’s strength lies in their prize-value status. They hold a high tolerance of quality and style. In doing so, they also hold high prices to maintain status. Unfortunately, this strength also causes their weakness. Mainstream consumers that enjoy the modern aesthetic often cannot afford high-design products.Other competitors greatly sacrifice quality and design detailing for cost. These products are affordable, but not prized.
Creative ConsiderationsThe lamp is to be considered a focal point and should be visually interesting. On the contrary, the design should not be considered too “out there” and should still fit the modern aesthetic of this demographics’ interiors
Distribution ConsiderationsThe distributor, Target, often sells this class of product in their online store only. In stores, they only stock the more reserved styles and lower cost items.
Single Most Important PointAbove all else, design a table lamp with interesting details that is easy to use.
Rese
arch
MIC
HAEL
KUI
KEN
TargetWalmartAaron’sKmart
Identical socket switchesAll flawed
Only lower-end held in stores, Target has more stylish lamps online
Gap
Ana
lysis
Modern table lampthat is the focal point of a room
while being easy-to-useand offering adjustable lighting.
ECONOMICMany young professionals cannot afford high-end furnishings.
Economy situation limits spending of most American consumers
Growing disposable income within demographic
TECHNOLOGYLighting fixtures rarely
utilize new technology beyond bulbs
Common configuration is only acceptable at best
Bulb dimming in newer bulb types is problematic
SOCIALSocial status unmet by obviously low-end products
Young adults transitioning from school/part-time jobs to careers
ES
T
Value
Opp
ortu
nity
adventureindependencesecuritysensualityconfidencepower
comfortsafetyease of use
visualauditorytactileolfactorytaste
point in timesense of placepersonality
socialenvironmental
reliableenabling
craftsmanshipdurability
EMOTION
ERGONOMICS
AESTHETICS
IDENTITY
IMPACT
CORE TECH.
QUALITY
PROFIT IMPACTBRAND IMPACT
EXTENDABLE
Low Medium High
adventureindependencesecuritysensualityconfidencepower
comfortsafetyease of use
visualauditorytactileolfactorytaste
point in timesense of placepersonality
socialenvironmental
reliableenabling
craftsmanshipdurability
EMOTION
ERGONOMICS
AESTHETICS
IDENTITY
IMPACT
CORE TECH.
QUALITY
PROFIT IMPACTBRAND IMPACT
EXTENDABLE
Low Medium High
DESIRED
Posit
ioning
Map
Ledino Table LampNo. 37344by Philips
Technology
Styl
e
+-
+
prototype seriesby ingo maurer
stick lampby Room Essentials
Diamond Table Lampby SLAMP
Target Area
Ideat
ion
MIC
HAEL
KUI
KEN
Final
Conc
ept
MIC
HAEL
KUI
KEN
OFF40W
60W40W+60W
OperationINTUITIVE SWITCH
Lift for Light
COLOR Options
Feat
ures
MIC
HAEL
KUI
KEN
Weighted base
Sequential lighting brightnesses
Dual bulb fixture
Intuitive operation
Stainless steel elements
Easily molded parts; low manufacturing cost
Torchen Lamp sold exclusively at
Michael Kuiken