Final Project: Phase 2 and Phase 3

Phase 2: Need Analysis

Next, we move on to refining our idea on the development on the customizable phone concept. First, we analyzed Dell and decide on developing a new department for Dell, which focuses on hand phones, mainly customizing and personalizing.

To understand what our product is really about, we had several more brainstorming sessions. We decided to allow our customers to customize which type of hardware/software goes into the mobile phone e.g. processor type, Bluetooth, camera (number of megapixels), MP3 player, FM radio, 802.11n wifi receiver, mobile broadband internet receiver, 3G TV, built-in games, memory card capacity, battery life, phone OS etc. In addition, we would provide our customers with a Web2.0 interface to allow them to purchase and customize the hand phones online.

After having a better idea of our product, we have to suggest some possible end users. We categorized them into home and small business users, large corporation customers and public sector customers. Also, for each of these categories we came up with one possible profile of each customer.

We were given good feedback during our presentation, and more work was needed on the further narrowing and defining our target group.

Phase 3: Further defining the Needs

Again, after several meetings we decided to look at niche groups with very specialized needs. The reason given is that it is better to satisfy one group thoroughly rather than try to cater to the masses and fail to satisfy any group at all. We did further segmentation of our initial target group and broke down the initial target group into smaller segments and target the innovators amongst the National Servicemen.

To further understand this niche target group, user personas were created for the Novice, Advanced and Anti-User. Developing these user personas allow us to have a better understanding of our target group.

We also built upon our product specification and came up with product benefit specifications to enhance our product’s experience strategy. Our product design must appeal to our target segments at 3 levels i.e. the Visceral, the Behavioural, and the Reflective. Hence, we conducted further analysis on our product based on these 3 levels. Additionally, the four pleasure analysis was also performed based on our product and specific target group.