| The
Quick, Cost-Effective Way to Evaluate Design Ideas
What
is DesignChek™?
Why Use DesignChek?
Is DesignChek Right for You?
Case Studies
What
is DesignChek?
Like AdChek, DesignChek is a qualitative research
technique using more, smaller, shorter focus groups rather than fewer, bigger,
longer ones. DesignChek groups
are ideal for testing new product concepts, product designs, and product
features from first thoughts to prototype.
They can also stimulate ideas FROM THE MARKET to improve
products – ideas that might never occur to product engineers in a million
years, but which they recognize immediately.
An evening of DesignChek
involves three to five short groups, versus two to three longer traditional
focus groups. This set of
multiple groups allows for rotation of stimuli, so that each concept can be
viewed with fresh eyes and has a chance to be evaluated in and of itself,
rather than just in comparison to earlier versions.
It also encourages an
iterative, market-based, design process: An idea from one group gets checked
in the next, modified, then checked in a later group. DesignChek
groups are shorter than traditional groups – about 45-50 minutes.
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Why
Use DesignChek?
Ř
Cost
– One evening
of DesignChek groups provides exposure to the opinions of many more
respondents, but costs less than fewer traditional focus groups.
Ř
Time
– NMM can do up to five DesignChek groups in one evening.
DesignChek projects can be completed much faster than traditional focus
groups – often within 10 to 14 days start to finish.
Ř
A
Fresh Look at Your Ideas – One evening of several DesignChek groups
provides for rotation of stimuli – essential in gaining first-contact
reactions to concepts and materials, rather than simple comparisons between
versions.
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Is
DesignChek Right for You?
DesignChek is the ideal technique if you are seeking reactions to new product
concepts, features, packaging, or other product-related issues in any stage of
development (line drawings, mock-ups, prototypes, or working models).
They're also great for exposing strengths and weaknesses in competing
product designs.
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Case Studies
In a series of DesignChek groups among users of inkjet
printer cartridges in business and home applications, we learned that many
consumers tend to purchase identical cartridge replacements. Consumers assume
they need the same brand for the cartridge to be compatible with their printer
and to get the best print quality. In
introducing a new product to the market, the designers needed to overcome this
obstacle. The new printer
cartridge packaging were developed to convey messages about superior color and
print quality and to alleviate printer compatibility issues.
The image below is the final package design. To read
more about this client and their approach to the market,
click here for media
coverage the company received.
In
a series of DesignChek exercises among older consumers to whom a new appliance was
targeted, we learned that the foot-operated on-off switch – a real favorite
of the design engineers – was confusing and difficult to work.
The finger-operated switch got put back where consumers were used to
seeing it.
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