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INSIGHTS / INSPIRED BY WOMEN / INNOVATION

GIVING WOMEN A VOICE ON THE PHONE

Renowned for high-end craftsmanship and its collaboration with Ferrari, Vertu is a luxury mobile phone brand based in England.

But Hutch Hutchison, who heads up Vertu’s concept creation and design, was concerned that the exclusive brand was excluding a crucial group of clients.

“As a tech company, we have a natural bias towards male customers. That inspired me to ask design-people to help my design team develop a larger female customer base.”

— Hutch Hutchison, Head of concept creation & design

The female-interaction team from design-people arranged interviews with well-to-do women in half a dozen countries. We used these interviews to analyze the innovation potential of female interaction for Vertu. Then we worked with Hutchison’s team to pinpoint innovation opportunities and purchase barriers. Together, we reframed their design approach to reflect the experience of prospective female users.

The result was even more successful than I had hoped. Not only did design-people give us new insights and tools for attracting female customers – they also made us realize that by addressing women, we can strengthen our appeal to men too.

— Hutch Hutchison, Head of concept creation & design

From female luxury experience to product design
A few years later Vertu once again came knocking – this time with the vision to help turn the female luxury experience into luxury design.

Utilizing knowledge about the high net worth female Chinese consumer together with present lifestyle and design trends, design-people helped turn their self-acknowledged male dominant design aesthetics into smart phones appealing to the female high-end segment.

OUR CONTRIBUTIONS
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Value exploration
Mapping of user experience
Workshop facilitation
Concept development
Product design

CONTACT
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Klaus Schroeder
Strategy Director, CEO & Partner
ks@design-people.com
M.+45 27 11 60 36

Some of our clients

Kenwood Logo
Oticon
Vertu
DANFOSS
Novo Nordisk
KONE logo
LG logo
Velux
Jabra
Nilfisk logo
Atlas Copco
B&O
MICROSOFT
houno logo
Ambu
VIFA
Kamstrup
Grundig