Design first. Then prove it.
Phoenix Design and Horizon: from design to proven market fit in home appliances.
Phoenix Design designs home appliances and consumer electronics around basic psychological needs. Horizon measures whether a design gets bought and at which price. In this webinar both show how that adds up to proven market fit.
What it is about
Good design needs proof.
Phoenix Design starts from user needs such as autonomy or stimulation and derives concepts from them. What remains open is which value proposition carries demand and which price a product can achieve.
How expensive that gap can get is shown by a product with years of development that did not achieve its price in the market. The answer: measure willingness to pay and value proposition early in a real buying situation.
Which value proposition and which price carry a new product, before development is locked in?
Moritz Kemper
Design Director, Phoenix Design
Daniel Putsche
Founder and CEO, Horizon
What you take away
Four points from the recording.
Surveys are not enough
Many consumers act differently from what they say. Evidence becomes reliable with a real buying situation, a high-quality stimulus and participants who do not know they are being tested.
Price for existing products
Virgin Pure tested a higher subscription price without losing demand and raised its margin.
Value proposition for new products
For a compact washing machine, three promises competed. One was clearly ahead, at the lowest cost per purchase intent.
AI complements, it does not replace
Synthetic users help early in ideation. Willingness to pay needs the behaviour of real people.
Chapters
Jump to the right moment.
After the form, the timestamps jump straight to that point in the recording.
00:00 Welcome
01:07 Phoenix Design: designing for well-being
03:15 Basic needs as the starting point
05:44 Three steps from concept to market fit
09:05 What a product without proven willingness to pay costs
12:51 Why surveys fall short on willingness to pay
13:27 Three conditions for reliable purchase signals
15:31 Case: subscription price at Virgin Pure
18:34 New products: value propositions for a compact washing machine
22:19 Cost per purchase intent
25:12 Questions: synthetic users, design and manipulation
Read the case
The case behind it.
More webinars
From practice, recorded.
Next step
Prove your next concept.
In a conversation we clarify which decision is coming up and what a test for it looks like.