Client Challenge: The client had a product concept that as an idea, tested very well among target consumers. This helped to attract seed money from investors. To gain additional rounds of funding, they had to prove to investors they were building a product that was not just appealing as a concept, but also easy for consumers to use and enjoy all the promised benefits.
Project Overview: The client team designed wireframes that were used by a skilled Tis Insights moderator to elicit initial consumer feedback. The designs were tested with target consumers who were recruited to spend 45-minutes using the product both structured and unstructured.
Results: While elements of the initial design had great appeal, the product as a whole was overproduced according to testers. They did not want all the bells and whistles but a much sleeker, simpler design. Most of the initial design was scrapped. The second version tested well among target consumers and after launch, won a CES Innovation Award.
