“That thing in the middle of ceramic tiles?”

Design Research, Product & Communication Strategy

Project type: Client project
Client/Partner: ▉▉▉▉▉ (Multination Construction Materials company in Portugal)
Goal: Align tile grouts product line to the clients needs and expectations
Role: Strategic designer / design researcher freelancer with TOYNO
Activities: Managing and leading the research; Designing the research tools (interview guide and observation toolkit; Conducting remote interviews with users; Analysing and translating the research findings into insights; Developing the strategic proposal and recommendations; Design of visual material illustrating the proposed concepts;
Output: Guidelines for new brand DNA of the product line with a clear position of each product + Communication strategy following four key design principles.

Due to major changes in buying behaviour of construction materials (shift from small traditional stores to larger construction materials retail centers) and with a product line due to be revised,  ▌▌▌▌▌invited us to rethink their tile grouts product line to be more aligned with the clients needs and expectations. 

The product line consisted of six (not-so) distinct products with similar technical capabilities but with different purposes. The challenges involved creating a communication strategy making clear the unique value proposition of each product both for the professional and non-professional clients.

Through qualititative research techniques, including interviews (with Constructors, Handymen, DIY, vendors) and in-store observations, we created a proposal for the product line and communication strategy.

All rights reserved © 2021. All things here represent my work and thinking unless stated otherwise. However, feel free to appropriate, copy, remix, collage, or whatever you want to do with what you see. Registered in the Netherlands with KVK: 78542359   /////