Second Interim Critique Review
My critique went quite well, even though it was not necessarily what I wanted to hear.
In full, I was given a few points to follow up on and was told that I need a change of direction to differentiate myself from what already exists.
As my product is not currently a reality, I need to look more at where packaging will be at in the future. As it stands, most people throw away their phone packaging. I had to scour the earth to find examples of real packaging to analyse. This is because with this type of product, there is no use for the packaging after sale.
For a food item, the packaging is:
- A way to protect the product
- A means to house the product for transport, stackability etc
- A way to sell the product to a potential customers in POS form
- A container for the instructions and guarantee etc.
I have to make a number of assumptions for the future, and I have to assume that as my product is different, it will be treated differently in a new time and as a new type of device.
Future Ideals, and looking differently with my product:
+ Packaging is likely to be more minimal. The big talk of the moment is on waste, and it has to be assumed that there will be a gradual movement towards less packaging, and minimising waste.
+ My product is more robust, and does not need the same level of protection as current devices, it can bend and absorb shock - so does not need a lot of cardboard support around it to stop it from shattering or cracking.
+ My product will focus on ease of use and experience. With this in mind, it will not house the same ‘bits and bobs’ as a lot of phones. It will likely have an instruction booklet, and a cable to connect it to the computer. Now there is an EULA, a guide, a safety booklet, etc.. I will take a leaf out of the book of hard drives… and LITERALLY not use a book. Hard drives have all the guides and policies on the device itself, rather than in paper. This can save waste and allow me to be more creative and different.
+ I am going to take inspiration from iPod packaging. With an iPod touch there is a lot less in the box than you would expect. The only real content is an informal setup guide, a usb cable, and some headphones. It is expected that you have a computer already - there is no installation disk, just a cable. With this you can install the device, charge it, and load it with music. If you want a charger for it.. You buy one! I like this approach. The simplicity and integration of a single cable would apply well to my device and is something I want to take on as it can minimize the content of the packaging, saving space and cost. I would not have the product but a charger can be easily damaged and cause harm to the product. If it isn’t there then I don’t have to make the packaging really protective and heavy, or large and ungainly.
+ Current packaging is only kept after the product has been purchased as it contains a warranty and IMEI number (a unique reference to each phone that can be used to track it if it is stolen or lost). A lot of people just ignore this anyway, and throw away their boring box. I would like to solve this problem by moving away from keeping the box and produce something that is easily disposed of and highly recyclable/degradable. I would keep have the IMEI number as something that is transferred to the computer for reference and saved securely. The warranty would be saved on the device and backed up onto the computer in the same way. With this I would be able to make the packaging entirely disposable, suiting the environment AND the customer. This would likely bode well as a convention for future packaging as people’s throw away habits are hard to change, and it might be better to change the way packaging is dealt with to suit their habits better.
SO
…
In Short, my packaging should:
- Be minimal
- Be throw away/single use
- Be flexible, or shapely as a visible differentiator
- State that important things will be on the device rather than in the box
- Tell the customer it should be disposed of properly
- Have a narrative when the user opens it
- House minimal content - device/cable/startup guide
- BE DIFFERENT!
I am researching logo design. Next few days are going to be interesting, but lets hope I have a coke rather than a pepsi..
I don’t have much preference around the product (they are both dark, sweet, teeth-melting things) but it is amazing to see how much pepsi’s shifting marketing dept have modified the logo through the years to stay trendy.
Some things just stay classic!
Up yours Orange, in the nicest way possible!
Apparently the fact that I am an orange customer doesn’t go too far when trying to prove I am not working for Vodafone. I can understand, but If I was a spy from another network provider, then I would have spy gear and I would take telescopic images from my Vodafone tower ten miles away.. Oh well, rules are rules… Until I find out that my friend works at the store!
Yes, Jess Sarson from class is an employee, and offered to get all their POS for me. The irony of the most defensive store being compromised is not lost on me, but at least it is on them. Can’t wait to scrawl annotations all over the giant pantoned beauties! Still I won’t feel too happy, it was fluke, but good on Jess for taking the initiative. Much appreciated.
Day trips can be fun.
Been into town today. Shops can be pretty hostile; I was kicked out of Orange! They thought I was a spying rival.. Not exactly James Bond am I? Chatted to some people from various mobile stores on the highstreet though. Seems that generally the ones that aren’t service providers themselves are more friendly. ‘Phones 4 U’ was first on my list. I went to one of the two in Bournemouth town centre. I was swiftly directed to the other store as they told me that the other one was their main store in the area. It looks the Manager of the main store may have offered me an interview if I am in at a convenient time for him, and If I have proof of my course to show I am not a snooping rival! I’ll go back soon.
I had a three step action plan for today’s assault on the shops, as they are pretty wary and secretive. I suppose I would be if I had as many rivals within a couple of hundred metres. My mission should I choose to accept it:
PHASE ONE:
Take camera shots from angles out of the view of the shop in question – They aren’t fond of cameras in the shops. Outside on the highstreet they can’t tell me to go away from the shop unless they could justify to the police why I am damaging their business.. They can however, refuse to let me in if they catch me snapping outside. So, taking sneaky photos just out of view of the employees will allow me to progress to phase two.
PHASE TWO:
This one is a tag-team operation. As I am finishing up taking photos, my girlfriend goes in first. She proceeds to tell the employees “I am just browsing, thanks” when they ask if they can help her. She then proceeds to take every single leaflet, newsletter, handout, flyer… And anything else that isn’t nailed down. I then come in and ask to see the manager. Queue speech: “Hello there, my name is Alex Leyton. I am a second-year design student at AUCB and I am doing a project on mobile marketing and branding, and I was wondering if you could help me. If it is at all possible can I have an interview with a manager at any time?” Oh the amount of times I said that! The managers were exceptionally reluctant, but I have a ‘Phones 4 U’ interview in the works at least.
PHASE 3:
I ask tentatively “..and would I be able to photograph any of your point of sale before it is recycled?” This only returned one hit. Carphone Warehouse said that they would get in touch. I tried to hide my surprise, but I am ecstatic. It is only one trainee manager saying this though, I will come back soon and ask when they want me to come and collect the box that it is apparently recycled in.
‘Phones 4 U’ sends their POS displays back to head office before it is recycled. As for Orange, my cover was blown when they saw a camera and I was chucked out. I was a camera-ninja from then on.
With Carphone putting my number on their ‘To Do’ board with ‘Call Alex Leyton before recycling POS’ written in bold next to it, I feel quite pleased!
Mission successful. Martini shaken, not stirred..?
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Presented the at the research critique today. Went really well, even though I was a bit nervous in front of the new Visiting Tutor, Neil. I got a couple of good suggestions, and generally I think people liked my idea and chosen product. Good stuff..
Inspirational ideas.
Have a look at this! http://gadgethim.com/siemens-wrist-band-phone/ Once again this is officially funded by a big phone company. This time round Siemens is behind this beauty. A little different to what I have ended up with (definitely prefer Andrew Namminga’s design http://www.coroflot.com/arnamminga/Mobile-Device/1 - but of course I am biased) . It seems that this Siemens idea has fewer practical applications, and is more of a niche for a sports scenario or for a more active person. With mine not having a direct niche, I will have to push a different angle. Turns out mine is quite flexible (I am allowed one horrible flexible pun) so I will be able to bend it into whatever market I feel is apt! Still food for thought.
Confirmation, that I have awesoem garammehr in emails..
Full Permission to use the first concept. Andrew namminga got back to me. We have spoken a little about what my project would mean for his idea. Now it is a case of ‘what can I help you with’ – now to write a lengthy e-mail. He said be specific; I’m not so sure he had my level of specific in mind!
My e-mail must have been slightly persuasive then..
Check him out; great bloke – www.andesignlab.com
The good, the bad, and the project.
My very first point of contact returned a mail today.
The admin of http://www.nokia888.com/ cordially declined my request to use the concept. I like the idea a lot, but this did already have some branding. Hopefully at least one of the less developed examples will have a willing designer behind it. I feel slightly like I am drawing a lottery at the moment. At least this lottery ticket was very polite when it told me my numbers didn’t win; so I suppose every cloud has a silver lining.
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This is far too developed to be of any use to me as an element to package, and even beyond that I would have to pass an enormous chain of permissions because this is actually nokia official.
http://www.youtube.com/watch?v=IX-gTobCJHs
Downside: It has had money pumped into it and so has a strong identity.
Upside: This means that it might actually happen some time in the not too distant future – Nokia took this one seriously, and spent a long time developing this concept! Going to do a study on this for sure.
Another mail-off!
Backup plan. After my first e-mail I sent across a post to Kristian Ulrich Larsen. Heard of him? I hadn’t either, but it turns out he’s rather brilliant. http://dailyandroid.net/one-android-phone-3-screens-and-a-concept-you-really-want/
can’t hurt to collect a few eggs to make sure one of them hatches!
Mood = Excited?
I have chosen an idea
http://worldmustbecrazy.blogspot.com/2011/01/flexible-mobile-device-for-future.html
horrible blog but with the best pictures. I have contacted the designer; Andrew Namminga. Fingers crossed for a reply – I have my heart set on this one!
Hah! Done.
In case I haven’t plugged it enough, then please check out http://alexleyton.com - it is my last change to get any feedback from reliable creatives… And now I sleep!
*Today’s announcements follow in alphabetical order:*
”- SMILES”
*That is all*
