How I use Design to find the Gaps! Everyone wants to find the White Space where their products can thrive Most people use all sorts of complicated methods to get there But there is a more organic way to find those sought after gaps We use the Design Process to identify White Space and create new opportunities It’s really all about identifying where existing products fall short… where new needs are emerging… where new tech is going… and where direct and in-direct competitors aren’t reaching And the great thing about it… it’s actually part of the Design Process already Designers… we’re not like most people… we are trained and conditioned to see what isn’t immediately visible… to look for the space between what exists and what could be When Designers evaluate a market… we look for more than just products and features… we look through a lens that also considers form, function, usability, aesthetics, trends and the unspoken desires of users… to find those Opportunity Gaps These Opportunity Gaps… White Space… are opportunities for meaningful differentiation When we watch how people interact with products… we identify nuances… missed opportunities… that can lead to truly meaningful solutions I worked with companies of all sizes for 25 years to design and develop new products and experiences and here are some of the things I use to get to the Opportunity Gaps Let’s dig in…
One powerful method I use... (In-depth competitor benchmarking). This has repeatedly and reliably uncovered white spaces in every category I've developed new products in. There's a lot to it, like: - Watching endless YouTube videos - Product Teardowns - Usability studies - And loads more But the full process is so powerful. Then I tackle the technology roadmap. All businesses should do this to innovate and create a long term and sustainable product line. P.s. you also learn loads from product tear downs in terms of design.
Wow Jan these are super valuable insights. I love the wearable insight. It's a clear interest, from our ankles to our eyes, they are attaching human body, day by day.
awsome, Thank you so much for sharing. helps me as an engineer to understand you guys a bit better ;-)
This was gold LOVE THIS!!
VP | Brand Marketing & Creative Leadership | Strategic Design & Brand Building
4wJan Stillerman Your point about design being problem solving is particularly strong. In my experience, our team's best designs were the ones that addressed what we called "compensating behaviors". These were situations where people were using products in ways they were not originally designed for because there wasn't a product that met their needs. By getting embedded with the culture we were designing for, we were able to identify these compensating behaviors and bring new products to market that met these unique needs. This resulted in the brand being perceived by the core culture as authentic and trusted.