The same is a mobile phone, someone made it a few hundred dollars of casual mobile phones, but Jobs made it an iPhone with a price of several thousand. Some people have studied this interesting phenomenon and found that Apple's success is innovation, based on the innovation of consumer demand and experience. In addition to having some advanced hardware technology, their good product availability plays a key role. "Although Apple's market share of mobile phone products is still less than 10%, it has won more than 70% of market profits, and its usability has been outstanding."
This story also gave a lesson to Chinese kitchen appliances companies. Many kitchen electric appliance companies in China are often accustomed to launching products after “after the perfectionâ€. Several people sit and pat their heads and decide to launch a new product. After the product is put on the market, it will be modified and improved according to the user's suggestion. Introducing a new model. On the surface, this approach seems to save time costs and seize opportunity costs, but in fact it will bring a lot of more valuable resources such as communication costs, logistics costs, brand damage and so on. Conversely, if companies conduct a detailed study of usability before launching a product, they will receive completely different results.
Not long ago, Fang Tai and the Zhejiang University of Science and Technology jointly built a joint laboratory for the availability of kitchen appliances in the Fangtai Ningbo Innovation Research Institute officially opened for use. This is the first product availability research laboratory jointly established by China's kitchen electric power companies and universities. It will mainly be engaged in the usability research of kitchen products and the experimental development of new products. In this lab, there is a consumer experience area, which means that customers can participate in the whole process of research and development.
“How can product research and development not study consumer psychology and operating habits? At present, the simple design of product design and interface design has become an important factor for users to purchase products. Usability research determines the fate of a product.†Zhejiang University of Technology Psychology Professor Ge Liezhong, director of the Institute of Studies, said this. He believes that the use of consumers often determines the fate of the product, if it is only in the market stage of the product to begin to pay attention to consumer habits, it is already a bit late. Introducing consumer usability research at the planning stage of the product, the appropriate front-end of “consumer-orientedâ€, can save 30% in cost and increase the competitiveness of the product.
It is reported that in the state-level laboratory backed by the usability laboratory, in addition to the laboratory standards stipulated by the state, Fangtai also specially developed equipment, techniques and methods for detecting the performance of products in the user experience process, such as The four experience kitchens built on different floors are used to simulate the whole process of users using products in different temperature and humidity environments. Prototypes of product features must be tested in the kitchen and laboratory. For the prototype that is planned to go on the market, Fang Tai enters the production stage of small batches after the actual use and experience of the users.
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