With the continued evolution of the smart home, Dyson (notoriously insular) looked to Fuseproject to help project out what the future of the smart home would look like, and recommend a brand and product strategy to win within that future ontext.
The Challenge
With more and more household products becoming "smart", and the rise of voice home hubs, Dyson was concerned about losing a direct connection to it's customer. The ask to Fuseproject was to do deep research and future scenario planning to anticipate the evolution of the smart home 10 years into the future. This was a full parallel strategy to the internal Dyson strategy team (without comparing notes beforehand) to gut check their internal findings and gather insights and inspiration from outside the organization.
Outcome
Logan led a team of designers and strategists on a deep research project to uncover and prioritize the most relevant consumer, technology and UX trends, project out what the business context would likely evolve in 2 year increments, projecting 10 years out into the future. With core hypotheses in place, the team developed 3 potential brand "postures" Dyson could take, and unpacked the implications for the brand, required skills and capabilities, future product portfolio (including design concepting and storyboards) and an evaluation framework and scorecard .
The final strategy adopted by Dyson integrated parts of both the fuseproject and internal work. Feedback from leadership was highly positive, and they reported that the future scenario planning helped them actively anticipate risks, as well as actively build for competitive advantage for sustainable business growth.
Key Activities
• Trend Research
• C-Suite Stakeholder Interviews
• Future Scenario Planning
• Brand Positioning
• Portfolio Planning
• Future Product Concepting
• Executive Stakeholder Workshops & Facilitation