INSIGHTS / INSPIRED BY WOMEN / INNOVATION
AN EXCLUSIVE Smartphone experience for Well-off women
Renowned for its high-end products, Vertu turned to design-people for extending both client base and design language.
Hutch Hutchison heading up Vertu’s concept creation and design was concerned that the exclusive brand was not reaching a crucial customer segment: women in high-income households.
“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
design-people’s ‘Inspired by Women’ expert team arranged interviews with this potentially promising female target group in half a dozen countries. The obtained data were first used to analyze the female innovation- & business potential for Vertu; next these findings were processed with Hutchison’s team to pinpoint innovation opportunities and purchase barriers. Outcome was a reframed design approach reflecting the experience of the 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
After some maturation, Vertu asked design-people to let the ‘Inspired by Women’-insights from the first study feed in to an upscale smartphone design with a Scandinavian design feel.
Combining recent knowledge about the high-income female Chinese consumers with lifestyle- and design trends, design-people developed a new range of smartphone design concepts. All transcend Vertu’s signature design-elements in to both feminine and male expressions targeting global luxury consumer segments.
OUR CONTRIBUTIONS
Value exploration
Mapping of user experience
Workshop facilitation
Concept development
Product design
Some of our clients
