Tag Archives: Blue Ocean Strategy

01 Dec

How to construct an effective design brief.

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“We benchmark in/out of market, gather voice of the consumer (VOC) and intelligence to form a project brief that outlines goals and problem statements. Our clients sometimes provide the project brief”.

 This quote, from the Discover Phase of our product development process, highlights the importance of a thorough and detailed design brief in early phase product development.

Our work over three decades with some of the world’s best companies has been challenging, rewarding and, admittedly sometimes a bit frustrating. Looking back at our diverse work, we have learned to ask the right questions during the development of a well-constructed design brief. We offer this brief essay to share our key lessons and help improve our work with clients and suppliers. Read More

30 Sep

What is Freespace?

What is Freespace?

It’s the first phase in our product development process and it’s where unmet needs are identified and product ideas begin to surface for future exploration and development. Freespace is a word we came up with to describe the wide open, exploration of unmet needs and end user problems.

This is how we briefly describe Freespace on our website:

“Using primary/secondary research and a preliminary business case, we analyze the market needs and potential with our client to identify the challenges and opportunities ahead”.

 Let’s unpack this description and dive a little deeper into how we work in early phase exploration of unmet needs… Read More

06 Aug

The Story of Telling Our Story

Recently, we launched our revamped Fredricks Design company website. We are very proud to have collectively designed the layout, graphics, and functionality in-house with the assistance of our great IT support guru Nate Beighley from Vortex Networking. Before this endeavor, we collaborated with our internal team and a 3rd party marketing and graphics design resource to develop our marketing materials. Our previous website was clean, beautiful, and functional but we began to realize that our story was not being told as effectively as it could be. After an assessment of our website, brochure, and other marketing materials we came to the conclusion that we needed a new direction and voice. We challenged ourselves to tell our own story and design our own graphics with the goal of succinctly communicating who we are and what we believe. Read More

17 Dec

We’re gonna need a bigger cab…

 

I read several papers each week. Every now and then, an article hits home and prompts reflections on the changing world and our product development business.  The Wall Street Journal article[1] “Uber snags a ride to China with Baidu” affirms fundamental business conditions and highlights several significant challenges for new technologies and emerging markets.

Uber is a technology based, mobile app solution connecting passengers with private drivers in metropolitan areas. It is an alternative to traditional taxis and other modes of public transportation. Their website describes them in this way: “Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers. From our founding in 2009 to our launches in over 200 cities today, Uber’s rapidly expanding global presence continues to bring people and their cities closer.” Read More

27 Oct

Bongo: A Case Study in Blue Ocean Strategy

Bongo: A Case Study in Blue Ocean Strategy

We work with clients across a broad range of activities to accelerate the development of user-focused, differentiated, smart product solutions. This case study highlights the full cycle development of low-voltage power solutions for applications in the retail environment.

we help our clients sail into blue ocean.

Several years ago we sparked on an opportunity to partner with one of our clients in the retail space. Harbor Industries is a third generation, privately held Michigan enterprise focused on the design and build of point-of-purchase displays for the retail environment.

Harbor identified product diversification as a key to their long-term success in the demanding retail industry. The company has been successful over three generations in meeting the needs of retail customers in a range of markets and product categories. Read More

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