When developing propositions, we need to understand customer intent and motivations. To achieve this we engaged our Insights & Data team to carry out research, taking into account existing smart home manufacturers, early adopters and potential customers.
Using the Jobs To Be Done framework, we were able to understand all of the ‘Jobs’ that users were trying to complete when organising controlling their homes. We developed a friction map that allowed us to visually group tasks and challenges into themes. We identified three clusters, focusing around lighting, heating and power. This gave us the basis of our strategy: sell the lifestyle and benefits that a smart home can bring as opposed to purely focusing on product and tech specs.
So that we could effectively communicate this strategy, we set about creating a set of components that allowed us to tell this story, and also bring customers through the journey by inspiring, informing and educating at each step. We worked with Lightwave to create both digital and non-digital assets.