Turning an unknown product into a winning export
E3light, a startup specializing in eco-friendly lighting products, was struggling to sell their product “the Mylight”, a LED flex strip that is activated by motion sensing. They approached design-people to help them define their target customers and develop a benefit story that could increase sales.
Given Design-People’s know-how with respect to emerging buying power of women, we proposed a female benchmark user. Our team explored the entire product experience – from purchase and unpacking, to installation and use – from her perspective.
In dialogue with prospective female buyers and users, we developed promising benefit stories along with new use scenarios. ”Bedlight” – the winning concept, introduced a scenario of comforting a child in the middle of the night. When getting up at night, the Mylight’s muted light will illuminate the floor as soon as you swing your legs out of bed, guiding your path and creating a calm and soothing atmosphere to console the child. The identified scenarios helped us design a packaging and communication concept, which women could immediateley relate to their own needs.
“When we first brought Mylight on the market, consumers were not clear what it was good for. design-people helped us to define a female lead user, and to frame and communicate a strong benefit story by translating the product specifications into real user benefits that people can relate to. Three months later, our improved user experience and marketing approach were critical in opening the door to the US market. We expect to sell 500,000 Mylights next year.”
The project resulted in a new Mylight packaging solution focusing on easy installation and a satisfying first time use.
Since the Mylight relaunch, US sales have taken off. In fact, they’ve been so good that the Danish Trade Council just awarded E3light the Vitus Export Prize.
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