How to give a new innovation vision to a declining product line?
A PC manufacturer was facing decline in one of its two main business lines, desktops PCs.
Through ethnographic in-home research, we dissected computing and internet-related usages at home and among different family members. We learned that neither desktops nor laptops in their existing form covered emerging user needs in a satisfactory way.
As a result, a range of new home computing devices was conceived, combining the advantages of stationary devices (more ergonomic, social, always available) and mobile (accessibility, lean backward usage, etc.). Customer co-creation workshops allowed to further refine those concepts.
The resulting, final design of the winning concept obtained very high ratings in terms of design and likelihood to adopt in final user tests.