Let's Talk ↗BRAND STRATEGY / 04
When and where does our product have a clear role in people’s lives?
THE OPPORTUNITY
We explore customer needs in the context of specific moments, places, and everyday tasks to identify where the brand can play a useful role. By mapping triggers, usage journeys, and barriers to choice, we connect each context with relevant products, services, and content, making brand value tangible in daily life.
Suitable for companies with clear product functions but lacking scenario entry points. Requires basic user data and access to customers willing to take part in interviews. The team needs to cooperate in sorting out existing products and services. The focus is on finding clear reasons for use, and the brand should be able to discuss which products and services can be adjusted accordingly.
HOW WE WORK
We gather user interviews, observation notes, and existing data to list the times, places, and tasks when users interact with the product. We compile high-frequency and critical scenarios into a scenario list. We also separate the moment a need arises from the moment of actual use to avoid conflating the two.
We analyze user needs and choice barriers in each scenario, comparing them with existing products and services. We identify opportunities for the brand to help and map the links between scenarios and products/services. We note the help the brand can provide and gaps in the current offer to facilitate discussion on where the brand can usefully contribute.
We evaluate the business value and feasibility of each scenario and select priority scenarios. For these, we design specific customer experiences, clarifying content, functions, and interaction methods. We align with team resources to determine the launch sequence and separately list scenario assumptions that need validation.
WHAT YOU TAKE FORWARD
Define the deliverables and how they will be used around your project objectives.