Context
Bachelor Thesis
2021, 14 Weeks
Hochschule Osnabrück
China social context
Section
Product Design, Product Localisation, Development Strategy
Joint development
BK Process Engineering GmbH
Zezhong Wang
My Work
Project management, Psychology of Aging Research, Conducting Design Workshops, Moderating Interviews & Focus Groups, Social Experiments, Game Concept
Project Background
The project developer, BK Process Engineering GmbH, is a German engineering service company specializing in environmental technology and water resource management. In 2020, BK, in order to enter the Chinese market and expand its business scope, established its own e-commerce brand, "Mr Klar."
While acting as an agent for other water purifier brands, BK noticed that European products were not meeting the needs of Chinese consumers. Consequently, the company decided to develop the Mr Klar reverse osmosis water treatment system tailored for the Chinese market.
However, for a German company without prior experience in water purifier development and product localization, this presented a significant challenge.
01 Plan
How to Carry Out Product Development and Localization?
The project developer, BK Process Engineering GmbH, is a German engineering service company specializing in environmental technology and water resource management. In 2020, BK, in order to enter the Chinese market and expand its business scope, established its own e-commerce brand, "Mr Klar."
While acting as an agent for other water purifier brands, BK noticed that European products were not meeting the needs of Chinese consumers. Consequently, the company decided to develop the Mr Klar reverse osmosis water treatment system tailored for the Chinese market.
However, for a German company without prior experience in water purifier development and product localization, this presented a significant challenge.
02 Research
What are the Specificities of the Chinese Market and User Needs?
Research allows the team to gain a unified and relatively profound understanding of the market and customers, making our design more targeted and improving communication efficiency. Research is not a one-time task; the team needs to continually supplement information at different stages.
To achieve this, we employ methods such as cultural analysis, competitor analysis, trend analysis, user interviews and observations, customer journeys, focus groups, and more.
Culture and Concepts
market trends
Water Purifier Sub-Market Changing Trends
user needs
We conducted a detailed exploration of this specific market segment, including demographics, demands, usage scenarios, user experience, psychological behaviors, reasons for purchase, communication channels, and other relevant information. All of these efforts are aimed at uncovering the true needs of the users. User Need ≠ User Want
Interviews and Survey Questionnaire
Data analysis and some interesting User Want
03 Definition
Who and What Are We Solving for?
Target Audience
Through data analysis, we gradually identified three reachable target groups. We created user roles and user journey maps for them to clarify their categories, life scenarios, issues, expectations, and even psychological activities. This helps us establish a shared understanding within the team about the service recipients and will further influence our business and sales strategies.
Persona
User Journeys
Requirements Checklist
Based on previous research data and internal company considerations, we formulated a checklist covering business goals, market positioning, product features, interaction methods, design, cost control, technical parameters, service methods, and other aspects.
This checklist will serve as our design guidelines and evaluation criteria.
04 Ideation
What are Some Possible Solutions?
After clear requirements were established, we utilized brainstorming, workshops, and tools like the Morphological Box to explore potential solutions. What technologies can we employ to achieve functionality? How can we alter usage scenarios and user journeys to fulfill our objectives?
During this process, several key assumptions and ideas emerged. After visualizing and combining them, we generated 8 drafts.
05 Evaluate
Which Solution is More Feasible?
We initially established a review system to further filter out feasible and highly usable solutions. We then proceeded to optimize this particular solution.
06 Design
How to Integrate Concepts, Functionalities, Design, and Structure Together?
After clarifying the product features, interaction methods, and usage scenarios, we entered the final design stage.
In this phase, we organized the basic structure and component volume relationships. Then, incorporating user aesthetic preferences, we created a design that aligns with both user aesthetics and ergonomics.
Once the design is finalized, it can be integrated with technical and structural development to form comprehensive technical documentation, preparing for subsequent prototype design and production.
Where are Ddjustments and Optimizations Needed?
It's worth mentioning that after completing the initial development process, we conducted several rounds of usability testing and cost price estimation in China with the prototype. Based on the results, we adjusted our business strategy and proceeded with further design and technical iterations.
