Nokia wanted to gain insights into what women want from mobile phones and find design directions for phones with a female perspective. With the Nokia Insight & Innovation Tokyo team we devised ‘collaborative innovation’ processes that started with internal “share and discover” workshops in 4 countries, and then continued with consumer insights intervention with consumers in Bangkok, including “homework’ exercises, home interviews, and co-creation workshops.
Bespoke tools were used to elicit insights and directions on both motivations and materials and shapes. The team supplemented this process with ad-hoc street interviews and Nokia internal expert interviews.
The results were presented in an internal sharing tool presenting bite size videos, slideshows, photos, where the audience in Nokia can see and hear first hand what women want. There are also executive summaries in form of PowerPoints. Workshops communicated the 5 key themes and design directions further internally and have resulted in successful product improvements.
