Cases

Enriching the Vacuum Cleaning Experience

Challenge:

Our client is a worldwide leading manufacturer of electrical goods. The question is: how can a traditional vacuum cleaner compete against the growing domestic robots market?

 

Action:

With a Basic Human Needs analysis of house cleaning we identified a set of needs which are essential to enrich the vacuum cleaning experience. In a next step, a mixed team of our client’s specialists and the de3p ideators generated new product features and services to satisfy the identified customer needs.

 

Solution:

Domestic robots do not only let the dirt vanish, they also wind up the cleaning experience. That will surely be fine for a lot of people. But those customers who do like house cleaning will be supported by a new generation of vacuum cleaners. Basic Human Needs like caring, health, feedback, control and status will drive the future cleaning experience.

 

One example: everybody wants a clean home but no one knows how clean it really is. Measuring and displaying the status of the floor during vacuum cleaning gives customers control and makes them feel proud about the achieved results.


Managing spectator flows of big football matches

Challenge: 

Our client is a European soccer club which regularly takes part at UEFA competitions. During the last years the safety requirements increased dramatically. The resulting extended waiting times cause security issues and a bad spectator experience. Often parts of the crowd are still waiting at the entrance while the match needed to begin. The question is: how can we motivate over 50.000 spectators to arrive earlier at the stadium and distribute them efficiently along the entrances? 

 

Action: 

de3p combined video analysis of former critical entrance situations with on-the-job interviews of the security employees. Additionally, we conducted basic needs interviews with spectators and real-time observations.

 

Solution: 

To change the cherished Saturday habits of a big amount of people we developed a multi-stage treatment. Based on the clear finding that soccer fans can hardly be motivated by any preshow formats on the football field, we focused on activities around the stadium. For example, the food offerings were enriched to motivate visitors to shift their Saturday lunch into the stadium. Media partners constantly inform about the optimal arriving procedure. Early arrivals are rewarded with raffles and bonuses - what totally makes sense because early birds have more time to spend money at the stadium. At the ways from the train station to the stadium dynamic lights were placed. They guide the spectators to the optimal entrance based on the actual crowd distribution.

 


Defining the below-average budget hotel experience

 

Challenge: 

Our client is a hotel company which wants to grow in the market between hostels and mid-level hotels. The question is: what kind of experience can create a USP in this very cost sensitive market segment?

 

Action: 

We first conducted Basic Human Neeeds interviews with different target groups. Afterwards, we mapped the identified hospitality needs with the existing hotel offers in a competitive benchmark analysis. Together with hotel experts and interior designers, de3p created an experience for the growing target group of cost sensitive business travelers.

 

Solution: 

The experience definition was derived from two key findings of the in-depth customer interviews. On the one hand, lower budget travelling leads to self-esteem issues for hard working adults. The smartness of saving money cannot compensate this loss. On the other hand, everyone has warm memories of the youth where travelling without money was romantic and adventure. From these findings, de3p derived a target hospitality experience that focusses on three issues: a reduced but clean and good quality interior, music as a social element and an appreciative and open service philosophy with care for the detail. For example, bathtubs are consequently replaced by modern high-quality showers. A half-round stage with daily acoustic live music becomes the socializing element in the main hall. Little practical helpers like toothbrush and dentifrice are for free. The service team is nearly at the same age as the guests. Interior, music, team spirit - everything communicates the feeling that this is the place to be if you are between 40 and 60, routed in the good old days and still alive today.