Participatory design of visual product identity concepts

Abstract

With each passing year, the market is becoming more saturated with similar products and services. Companies are seeking new means of differentiation and realizing the advantages of utilizing experience driven thinking in their development processes. This research focuses on investigating the possibilities of employing a participatory design approach for designing visual product identity concepts, especially in a business-to-business environment. Research objectives are met through the study of relevant literature and the implementation of practical research. The latter is carried out through a case study with a Finnish company, Fastems, using in-depth interviews, workshops, field visits and co-design sessions with their employees. By utilizing findings gathered from these activities, two product identity concepts are developed. These concepts are evaluated with the case company’s current employees, by conducting a global online survey. The main conclusions to be drawn from this work are that company-wide experience goals can be effectively defined by employing a participatory approach, collaborating with the company’s own employees; and these experience goals can be utilized to create new product identities. This research suggests further research to be conducted about designing the platform of the styleguide, so that the implementation of the developed content could be accelerated.