Tailoring Design to Market Needs
Imagine you’re a designer tasked with creating a new smartphone. What features would you prioritize? A high-end camera for photographers? Durability for outdoor adventurers? Or affordability for students? These decisions are not random, they’re rooted in understanding market needs. In this section, you’ll explore how products are designed to meet the specific demands of market sectors or segments, how these needs influence production, and how product families address diverse market requirements.
Designing for Single and Multiple Market Sectors
Market sectors represent broad categories of potential customers, often defined geographically or by client type. As a designer, you must decide whether to focus on a single sector or appeal to multiple sectors simultaneously. Each approach has its own challenges and opportunities.
Products Designed for Single Sectors
Some products are tailored exclusively to a specific market sector. This allows designers to specialize and address the unique needs of a focused audience.
- Geographical Sector:Snowboards are designed specifically for regions with snowy climates, targeting customers who live in or visit these areas.
- Client-Based Sector:Luxury watches like Patek Philippe cater to high-income individuals who value exclusivity and craftsmanship.
By narrowing their focus, designers can create highly specialized products that resonate deeply with their intended audience.
ExampleExample: Dyson Vacuum Cleaners for Pet OwnersDyson developed a vacuum cleaner specifically designed to remove pet hair. This product targets a niche market segment, pet owners, who share a common problem. By addressing this need, Dyson established a loyal customer base within a single sector.
Products Designed for Multiple Sectors
Other products aim to appeal to multiple market sectors, broadening their reach and versatility. However, this requires a careful balance to avoid diluting the product’s appeal.
- Smartphones: Designed for both individual consumers (students, professionals) and commercial sectors (businesses needing communication tools for employees).
- Sports Shoes: Brands like Nike create shoes for athletes (performance-focused) and casual users (style-focused).
When designing for multiple sectors, consider modular features or customizable options to cater to diverse preferences.
How Market Segments Influence Product Design and Production
Market segmentation takes the concept of sectors a step further by dividing them into smaller, more specific groups based on shared characteristics like age, income, or behavior. These segments directly shape both product design and production methods.
Impact on Product Design
Designers must tailor products to fit the unique needs of their target segments.
- Age Segments: Children’s bicycles often include training wheels and bright colors, while adult bicycles focus on advanced features like lightweight frames or aerodynamic designs.
- Income Segments: Economy cars prioritize affordability and fuel efficiency, while luxury cars emphasize premium materials and advanced technology.
A common mistake is overlooking cultural or regional differences when targeting global markets. For instance, a product’s color scheme might carry unintended meanings in different cultures, potentially alienating some customers.
