Mercedes-Benz Brand Extension
For this research project, the task is to investigate the difference in freedom of innovation between archetypal- and freeform-products. To make it a more tangible and valid investigation, Mercedes-Benz was chosen as a brand to implement common brand features and styling. Headphones are the representants of the archetypal products and Bluetooth speakers are used to represent freeform objects. The final research results may give insights into the different perception and degree of innovation possible for different product categories and types. Six designs for each product are used to vary the degree of innovation and test the acceptance according to the MAYA principle.
Responsibilities - Archetype assessment, Brand Analysis, Visualization, Survey, Evaluation
Innovation: Headphones - bridgeless on-ear-buds, Bluetooth speaker - omnidirectional
Programmes: InDesign, SketchBook, SPSS
The first step of the process was to identify the prevailing archetypes in the minds of current consumers. In order to find the most dominating types, students were asked to draw "headphones" and a "Bluetooth speaker". The picture above shows traces of this survey. The archetype for headphones is very strong and every student more or less has a similar understanding of a typical pair of headphones. This was different for the speakers, which vary much more in shape and appearance.
A general assessment of the current market provided further insights into the regular products, but also into the extreme realizations of the chosen products. The evaluation is close to what could be found during the archetype identification: Headphones are much stronger equally assembled and have similar structures, while Bluetooth speakers also indicate that different shapes and forms may still be used to represent a speaker.
To get a better understanding of what it is that Mercedes-Benz stands for, current models were observed and compared. This accounts for the exterior, as well as for the interior as both have completely different tasks to solve and provide new ways on how Mercedes resolved those tasks in their designs. Iconic features, like the front grill or the silver frame around the displays may be used to further develop concepts of later stages and match them to the Mercedes brand.
A Design-Format-Analysis of Mercedes watches was executed to identify design cues, that are specifically used in archetypal products like watches or headphones. The analysis shows that many features are used in a balanced way and no design cue is dominating very much. Metal is often used with some sort of patterned surface to create a luxurious appearance. The watch (3rd from left) was found to be the most iconic representation of Mercedes-Benz.
Another DFA for perfumes flacons should serve the similiar purpose as previous DFA, but for formfree products like Bluetooth speakers are. Regular shapes are the baseline, even for the bottle with a lot of freedom in their general shape. The logo is used more prominently than it was identified for the watches. The perfume, that most strongly resonates with Mercedes-Benz is found to be the brown and light blue bottle of similar shape.
Sketches
The starting point for sketching was the archetypal version for each of the products, according to the first survey. I tried to create a typical speaker or headphones that are in terms with Mercedes. The first and last iteration of a final sequence of 6 products were framing the scope and also determining the shapeshifts and style components. First coloured sketches were used to identify colour mixes and their effect on the shape and contours as well as their match with Mercedes.
Final concepts
Headphones
The final 6 iterations go from the archetypal model on the upper left corner, down the left column and finally end on the bottom right. The 6th iteration is innovative as it is worn completely differently than common headphones currently. The shape adapted to the natural shape of the ear and the earpiece makes sure the phones stay tightly attached to the users' ears. Throughout the iterations, the shape of the shells is adapted and slightly moved backwards until they are left out completely. The materials are kept the same for all of the iterations, besides the additional glossy finish introduced in iteration 3 (bottom left) and the colour accent from iteration 4 (top right) onwards.
Bluetooth Speaker
For the Bluetooth speakers, the final iteration is innovative as it becomes an omnidirectional speaker, which is not yet common for portable speakers. The mobile phone is used as a scale. Each iteration becomes more rounded to achieve the final roundness. In order to implement the missing material of the last iteration and still make it relatable to the previous iterations, glass was used. The tint of the glass allowed to show that there is material, but also that it becomes more transparent to be ultimately removed.
According to the MAYA principle, iterations 3 and 4 should be perceived as most attractive to consumers. It is crucial to identify the degree of perceived innovation for each iteration and if there is a tendency for the headphones towards less innovation, as it might be too much of a deviation from the well known.
As intended, both categories increase their perceived degree of innovation and typicality for each iteration.
If asked about their personal preference, consumers indicate a striking difference between headphones and speakers. The archetypical headphones were much more liked for their moderately innovative iterations, while it's the exact opposite for the speakers. Here consumers prefer highly innovative iterations as their personal favorites.
The MAYA principle, therefore, holds true for both categories but indicates a significant difference in the meaning for each category.
Future research is needed to verify these findings, but marketing departments of products may use this information to create the perfect market introduction and define the right degree of product innovation for a successful market introduction.
Typicality
Purchase preference
Innovativeness​
Rendering the Audio Experience
