17 Mar '11, 10am

From Unthinking Design to Design Thinking

His organization runs a number of hardware retail outlets with a traditional male dominated consumer. Through his persona brainstorming activities, his management noticed that despite the differences in persona types, a large group of their customers are female. Recognizing a business opportunity, they ran a series of advertising campaigns (with assets) targeting females and getting them to visit their stores on Thursday nights, a traditionally slow night in retail, for workshops. The results were beyond their expectations. Not only did they double their revenue for that night (tangible), they manage to grow their brand goodwill (intangible) with a non-traditional base of customers.

Full article: http://www.designsojourn.com/from-unthinking-design-to-de...

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