An Approach to Create a Commercially Successful Portable Electronic Audio Device Through Design and Marketing
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An Approach to Create a Commercially Successful Portable Electronic Audio Device Through Design and Marketing. by Elizabeth Keller A thesis submitted to the Graduate Faculty of Auburn University in partial fulfillment of the requirements for the Degree of Master of Industrial Design Auburn, Alabama May 2, 2020 Keywords: Industrial Design, Marketing, Product Design, User Experience, Electronic Audio Device Copyright 2020 by Elizabeth Keller Approved by Rusty Lay, Chair, Assistant Professor, Industrial Design Rich Britnell, Professor, Industrial Design Chris Arnold, Associate Professor, Industrial Design Abstract Ever changing technologies and market conditions feed the need to continually research and update product design. Specifically, within the music technology sector, electronic audio devices (EAD) are advancing every year. Throughout the various consumer audiences, electronic audio devices have a lasting and memorable impact on the user. There needs to be an approach for designing and marketing EADs that is better able to produce a commercially successful product. Combining marketing and design creates an ideal user experience for the consumer. In this study, there will be interviews from successful companies and descriptions of how their product lines are developed through the combination of their design and marketing teams. Design and marketing strategies will be collected, analyzed, and discussed. Properly combining design and marketing aspects are key to creating a commercially successful EAD and obtaining positive returns on investments. Additionally, well-defined approach for the design team that is in line with the marketing teams’ strategies ultimately leads to a more commercially successful and innovative EAD. i Acknowledgments I would like to thank my committee, Rusty Lay, Rich Britnell, and Chris Arnold. They assisted me throughout my writing, answered my endless questions, and gave me great advice and support. Thank you to Beth Topping for reviewing and editing my writing. Special thanks to Rusty, he gave me more of his time than I deserved and regularly met with me over two years. I am especially thankful to him for helping me tackle any type of question I had, big or small. He even listened to my problems I was having in my day to day life. Thank you. As the writing was coming to a close, my father possibly proofread my thesis nearly as many times as I did. Even when I became discouraged in my own work my parents were there with their constant support and encouragement. I am forever grateful to them. ii Software Used Style manual or journal used: APA Style, Sixth Edition Computer software used: Fusion 360 Adobe Illustrator Adobe InDesign Microsoft Office Microsoft Excel iii Table of Contents Abstract .......................................................................................................................................... i Acknowledgments......................................................................................................................... ii Software Used .............................................................................................................................. iii List of Figures .............................................................................................................................. ix List of Tables ............................................................................................................................. xiii Chapter 1 Introduction .................................................................................................................. 1 1.1. Problem Statement ..................................................................................................... 1 1.2. Need for Study ........................................................................................................... 2 1.2.1. Market Demand ........................................................................................ 2 1.2.2. Environmental Concerns ........................................................................... 5 1.2.3. Environmental Design Decisions .............................................................. 7 1.3. Objectives to Study .................................................................................................... 9 1.4. Definition of Terms.................................................................................................. 10 1.5. Assumptions ............................................................................................................. 13 1.6. Scopes and Limits .................................................................................................... 14 1.7. Procedures and Methodology .................................................................................. 15 1.8. Anticipated Outcome ............................................................................................... 17 1.9. Literature Reviews ................................................................................................... 17 1.9.1. Introduction ............................................................................................. 17 1.9.2. Overview ................................................................................................. 19 1.9.3. Defining a product .................................................................................. 21 iv 1.9.4. Good Design ........................................................................................... 22 1.9.5. Brief Overview of EADs ........................................................................ 26 1.9.6. Influence of Marketing .......................................................................... 30 1.9.7. Marketing and Business Principles ......................................................... 32 1.9.8. Goals of Thesis ....................................................................................... 33 Chapter 2 Case Studies ............................................................................................................... 35 2.1. Introduction .............................................................................................................. 35 2.2. Zune HD................................................................................................................... 36 2.2.1. Introduction ............................................................................................. 36 2.2.2. Statistics ................................................................................................. 39 2.2.3. Service .................................................................................................... 42 2.2.4. Internal Components .............................................................................. 43 2.2.5. Marketing ............................................................................................... 44 2.2.6. Conclusion ............................................................................................. 45 2.3. SanDisk Clip Jam MP3 ............................................................................................ 45 2.3.1. Introduction ............................................................................................. 45 2.3.2. Background ............................................................................................. 46 2.3.3. Statistics .................................................................................................. 47 2.3.4. Clip Jam User Experience Interview ...................................................... 49 2.3.5. Conclusion .............................................................................................. 52 2.4. Muji Wall Mounted CD Player ................................................................................ 53 2.4.1 Introduction ............................................................................................. 53 2.4.2 Background ............................................................................................ 53 v 2.4.3. Statistics .................................................................................................. 54 2.4.4. Brand and Marketing .............................................................................. 56 2.4.5. Production ............................................................................................... 56 2.4.6. Selection of Material and Streamlining Manufacturing.......................... 57 2.4.7. Simplification of the Product and Packaging ......................................... 57 2.4.8. Conclusion .............................................................................................. 58 Chapter 3 Interviews ................................................................................................................... 60 3.1. Introduction .............................................................................................................. 60 3.1.1. Interview Questions ................................................................................ 60 3.2. Interview One – Vice President of Commercial Design .......................................... 61 3.2.1. Product Research ..................................................................................... 62 3.2.2. Design ....................................................................................................... 63 3.2.3. Marketing .................................................................................................. 63