STRATEGY / INNOVATION
A NEW BENEFIT STORY MADE SALES TAKE OFF
When E3light met with design-people, the startup’s painpoint were poor sales figures of the newly launched Mylight – a multi purpose LED flex strip activated by sensors.
What real-life benefits and specific applications might the Mylight LED strip with sensors have – and for whom? And how do we persuade people to buy it? The answers weren’t immediately obvious, yet the success of the product depended on defining the target customers and developing a clear and convincing benefit story.
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.
— Flemming Viktor Andersen, Founder, E3light
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 and customer journey – from purchase and unpacking, to installation and use – from her perspective. In dialogue with prospective female buyers and users, we developed new use scenarios along with attractive benefit stories. ”Bedlight” – the winning concept, introduces 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 (and men) could immediateley relate to their own needs.
The Mylight packaging solution focused on easy installation and a satisfying first time use.
Since the Mylight relaunch, especially US sales have taken off. In fact, they’ve been so good that the Danish Trade Council awarded E3light the Vitus Export Prize.
User experience analysis
Packaging and communication concepts
Some of our clients