Redesigned use, a designer's dilemma

Abstract

In this study the marketing of a new design for a current product turns out to be problematic. The product concerned is a one-serve coffeecreamer cup. The novelty of the design concerns the method of use: the new method design is meant to prevent the frequently experienced spilling of coffee milk. However, existing user habits appear to be strongly adhered to, with the result that familiar actions spoil the benefits aimed at. The less familiar people are with the use of coffeecreamer cups the more receptive they seem to be to the new design. These effects appear to be completely overlooked by the designers. Thus the redesign unintentionally addresses a group of users that is not particularly interesting from a marketing point of view. Here conflicting requirements boil down to a designer's dilemma: close resemblance of a new design to existing products can completely ruin improvements in product-use, whilst dissimilarity with the products that are intended to be replaced may heavily frustrate a successful introduction on the market. Radical steps in redesign may be realizable here only if accompanied by due attention in the marketing process to the new features, in order to dissociate users from fixed habits.

Keywords:

• Ergonomic methods
• Industrial design
• Manipulation of consumer goods.