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USER INSIGHTS / USER EXPLORATION

NILFISK – Product CONCEPT DISCARDED as USER INSIGHTS WERE GAINED

User studies of a brand new product-concept revealed a less enthusiastic market than expected, and a fatal product launch was avoided.

A whole new product-concept for the market of domestic cleaning, built on a vision that it would benefit many consumers. At a conceptual level a good idea, but also presenting some challenges, which made Nilfisk’s product team doubt the product’s viability.
Therefore design-people was asked to involve prospective users in a process of concept testing. The verdict was disappointing for the development team but highly valuable. The benefit behind the new product was unclear; it did not deliver the expected benefit fully; and there were serious usability problems. Nilfisk therefore took a firm decision,

It was pretty clear that the product would never reach its altitude. We knew the tests had been done properly and that the conclusions were reliable. Therefore we were not late to abandon the project

— Benny Nielsen, Group Product Manager at Nilfisk

He also explains that even if it became a serious darling-killer, Nilfisk do not regret having run the user-studies: ”The process had great value to us. First of all we avoided launching a product that in its current form would have been a failure. Second, we actually gained lots of valuable user-insights from the study. Insights, we can and will use in our innovation work from here on,” says Benny Nielsen.

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Henrik Mathiassen
Creative Director & Partner
hm@design-people.com
M +45 28 40 40 14

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