SUSTAINABLE SMARTPHONES
TEAM
Chris Grodoski, Lisa Boumstein-Smalley, and Lucy Kendrick at Material (Client under NDA)
MY ROLE
Associate Design Strategist
KEYWORDS
INNOVATION, SMARTPHONES, TECH, QUALITATIVE RESEARCH, SYNTHESIS
ABOUT
The client came to us with prototypes of a sustainable smartphone hardware system, wanting to understand how this new concept resonated with potential users. In order to do this, our team had to examine people’s relationship with their phones, identify the concept’s benefits through the lens of sustainability, and unlock whitespace for future innovation.
PROCESS
There were three main stages in our process:
- Ignition session: Build success by aligning with the client’s expertise and developing strong hypotheses. Key questions we identified were: Who would be the most interested in this product? How do people see their relationship with their phone today and how do they understand the relationship between phone hardware and sustainability? On a 3-5 yr time horizon, what innovation territories should the client keep in mind?
- Secondary research and in-depth interviews: Understand the value phones bring consumers and what future features will inform innovation product design. We interviewed 34 US consumers in 1:1 interviews and focus groups, segmented into specific interests in tech, the environment, social causes, creative influencing, and fashion.
- Innovation report and archetypes: We produced an innovation report which integrated insights across all phases and immersed stakeholders in current and future potential for this concept. This final deliverable unpacked insights and areas of opportunity for each of the three archetypes we identified based on lifestyles, values, core motivations, behaviors, rituals, and brand preferences.
OUTCOMES
Through this research a few main strategies for adoption emerged related to sustainability and smartphone usage:
- Longevity: Transparently demonstrate a commitment to hardware and software longevity to elevate trust with consumers, who are ready for a longer lasting smartphone.
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Repairability: Amplify how the concept delivers on sustainability. This message resonates with two unmet consumer smartphone needs: repair without replacement and sustainable yet highly functional technology options.
- Tinkerers: Activate the segment of “Tinkerers,” who are ready for innovation in sustainable smartphone technology. Capitalize on their excitement for new technology. Validate the size of the segment and further illuminate opportunities in their path to purchase.
LEARNINGS
- Consumers seldom see beyond the apps they use. They only consider hardware when buying a new phone or when their existing hardware no longer works.
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Consumers are frustrated that hardware repairs consistently lead to new phone purchases. They suspect this is by design and crave repairability without replacement.
- Consumers are concerned about the environment and seek to make eco-conscious choices, but only pursue steps that easily fit into their existing routines.