Product Design that Supports Purchase Decisions: a Marketing Perspective for Designers
Orellana, Daniel (2020)
Avaa tiedosto
Lataukset:
Orellana, Daniel
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120325967
https://urn.fi/URN:NBN:fi:amk-2020120325967
Tiivistelmä
In the exceptional year of 2020 with turbulent business to business conditions, this study uncovers how the buyer’s needs can be factored into digital product design. Key findings function as a basis to adapt a product and its development to ultimately support purchase decisions.
Research results are presented within the scope and perspective of the marketing team due to their relationship and understanding with decision-makers in the B2B space. Ideas surrounding the benefits of closer collaboration between product and marketing teams also come to light in accordance with background Design Thinking theory.
Extensive qualitative research was carried out using semi-structured interviews and inductive thematic analysis. The study was completed over the course of eight weeks including the planning, theoretical background, research method adoption, interpretive analysis of results, and discussion.
Results are presented with thematic maps showing the relationship between identified phenomena from marketers covering: the relationship with the buyer, tailored messaging for decision-makers, internal collaboration, buyer engagement with products, and what makes collaboration between marketing and product design teams work. A final thematic map is presented that represents how marketing expects the product to support purchase decisions.
The study concludes that there are three perceived areas that enable products to support purchase decisions: (1) taking advantage of internal communication to build an effective backlog, (2) simplifying the product offering and allowing the customer to decide on which functionalities their workers actually need, and (3) usage metrics to provide decision-makers with control to see their own employee adoption of the product directly correlating with the value of their purchase.
Research results are presented within the scope and perspective of the marketing team due to their relationship and understanding with decision-makers in the B2B space. Ideas surrounding the benefits of closer collaboration between product and marketing teams also come to light in accordance with background Design Thinking theory.
Extensive qualitative research was carried out using semi-structured interviews and inductive thematic analysis. The study was completed over the course of eight weeks including the planning, theoretical background, research method adoption, interpretive analysis of results, and discussion.
Results are presented with thematic maps showing the relationship between identified phenomena from marketers covering: the relationship with the buyer, tailored messaging for decision-makers, internal collaboration, buyer engagement with products, and what makes collaboration between marketing and product design teams work. A final thematic map is presented that represents how marketing expects the product to support purchase decisions.
The study concludes that there are three perceived areas that enable products to support purchase decisions: (1) taking advantage of internal communication to build an effective backlog, (2) simplifying the product offering and allowing the customer to decide on which functionalities their workers actually need, and (3) usage metrics to provide decision-makers with control to see their own employee adoption of the product directly correlating with the value of their purchase.