Furniture design | My Site 1

Promoting product portfolio & sales

A comprehensive living room furniture collection for Kamjachoob's modern product showcase.

KamjaiChoob, 5 Top company, Tehran, Iran

Problem

Decreasing market share, losing connection with customers, and moving away from the market trend.

Goal

Completing and updating the product portfolio and Increasing sales through new models.

Deliverable

User research, competitive audits, benchmarking, sales statistics analysis, market trend analysis, collaboration, ideation, sketching, UCD process, 3D modeling, and supervising the production of the prototype manufacturing.

Role & Duration

Product designer,

Oct 2018 - 6 months

My sketching

Top-selling

Research process

Qualitative and quantitative research: including the 5Wh question method, to deeply understand the problem and identify market and customer needs.
Conducting interviews: with stakeholders, marketing, and sales teams to gain insights into market needs for precise and successful design.
Market trends and benchmarked competitors: to identify areas for improvement and development, ensuring alignment with market positioning.
Solution: Meeting user and market needs, resulting in increased sales.

5WH?

Discovering

Define

Competiters analysis

Status analysis

Outcomes

1. Discovering

5WH Questions

During my quantitative and qualitative research, which included interviews with the stakeholders and sales teams, I searched for precise and realistic answers to:

1. Who are the target group?

2. What makes it more likely to buy and use?

3. Why do they need it?

4. Where is the product supposed to be used?

5. When do they buy and use it?

Answering the questions led me to the final important question:

6. How might the outputs become a best-selling product?

2. Define

Product tree map

To identify gaps and opportunities in the company's product portfolio, aligning with market needs, I presented findings to stakeholders to highlight our product variety status versus the market competition, facilitating informed decision-making.

Sectional sofa recliner is a gap and a great opportunity for the company to develop their product successfully.

3. Competitors analysis

Perceptual map (Selected)

By Analyzing top brands based on 4 important factors in the market, I was able to guide the company to improve its target position. Then I discovered how, and with which features we can achieve this goal.

Trend

Simple & No Function

Functional & Added Value

We are not mathced with the market trend

Target Position

Grade B

Old-Fashioned & Repetitive

Visual Quality-Price map (Selected)

Brands Name

Needs to improve the visual quality, based on the current price.

Conducted comprehensive competitor analysis to assess visual quality and aesthetics relative to market pricing using 5 key parameters.Rated parameters and assigned coefficients in the AHP table to quantify criteria.Presented findings on a map to visualize product position in the market and ensure optimal quality alignment within each price range. (Qualitative research)

4. Status analysis

Benchmarking

Conducted thorough analysis of product status and benchmarked against key market parameters: Function. vs. Style.
Considered price factor in comparison to competitors.
Guided stakeholders for strategic positioning of the next product to achieve goals.

The gap and opportunity for the company to produce a new model to complete their profile

5. Outcomes

6. Design process

Ideations & sketches

I started my design process by providing ideation through fast hand sketching and informed sketches based on research findings.

Challenge

Balancing Aesthetics, Functionality, and Quality within a set price range:

1. I focused on minimalist and modern style design by using curved and horizontal lines and pleasing details that convert peace and intimacy feelings for customers in the living room.
2. I incorporated additional added-value functionalities to the product and considered an easy-to-produce process to keep the price logical and reasonable for my ideas and solutions.

Aesthatics

Functionality

Price

Quality

7. Modeling

Selected 3D modeling

I created a 3D model of the final idea to showcase the initial product shape to stakeholders. We then verified and validated the model's details against market and customer needs and research findings to ensure accurate addressing.

8. Prototype

I managed the transition from concept to production by collaborating with a production engineer to create technical drawings and oversee factory production. Supervised prototyping to ensure quality, accuracy, and comfort, culminating in the successful manufacturing of the first product.

9. Final product & impact

Sofa recliner set

Introducing our latest product design, the Karma sofa recliner set. This set includes a sofa with a headrest mechanism, a coffee/side table, and an ottoman for additional seating. Designed with minimalistic aesthetics to align with current market trends, the Karma features elegant details on table edges and gentle curves for a calming and relaxing experience. Tailored to cater to the preferences of our main customers – women.

Sectional recliner set

I also designed a sectional recliner sofa utilizing sofa modules for economical and sustainable design. Incorporated a storage box within the sofa arm for added functionality and value. I designed a puff as a section with specific dimensions for dual use as extra seating or a footrest, and optimizied space efficiency.

Impact

Karma achieved top-selling in the company's market, From 2019 until now.

Download the recommendation letter for this project from the CEO of the Kamjachoob company.

"The introduction of this new product not only boosted sales significantly but also attracted a younger customer base with contemporary preferences. This update has elevated our brand's popularity in the market, leading to increased sales of our other products."

Alireza Mohseni,

CEO

What I learned

1. Product development & management

2. Leading a team and teamwork.

3. Collaboration with stakeholders and marketing teams, and how to get effective feedback from them.

4. User-centered design process, attention to detail in every step to solve the problem and find the best solution.

5. User research, analyzing sales data, and interpreting them.