Exploring The Tech Accessories Market And The User Behavior
Feb 09, 2022 | Kshitij Gangurde
Product designers around the globe are understanding the user and moving towards understanding the user and satisfying their needs. This is defined by the “Maker-Wearer Viewer” model. Which defines that the maker has to consider the aspects of the wearer and the viewer while designing a product. Whereas the wearer gives out a symbolic message of the maker to the world, that is, the viewer. The viewer judges the product and takes a message from it about the wearer and the maker. All the designing parameters are defined in the physical, psychological and social aspects of the user.
It has been observed that users are moving towards fashion tech. The users want a usable product which can become a part of their body at the same time. It is completely different to design things just to be used than to be used and worn at the same time, especially when bringing technology closer to the body. There is a case study on a fashion tech product- Vibe-ing.
Here the designers studied the users demands and started with a soft interior. This was a thin fabric with lights on it. This was worn as a scarf. The designers understood the fact that the light on the fabric was not in control and that disturbed the silhouette of the wearer. Another fabric with sensors and light was modified which could be controlled with a touch. The problem here was that the user could not know whether the lights had been controlled or not. They had to look down at the fabric or in a mirror to do so. The third idea was about massaging vibration tech in the fabrics. This was completely different from the first two. The fully fashioned merino wool garment contained knitted pockets in which were embedded electronic circuit boards that enabled the garment to sense touch and vibrate on specific pressure points on the body. The Wearable became open in terms of its use. Wearing it was the closest one could get to wearing an ordinary garment.
Crux labs is an US based company that provides services related to User experience and planning. This company did research about Amazon Echo Dot, which uses Alexa as its voice assistant. Echo Dot is a home assistant device which is very easy to set up and use. The main objective of the research was to find what are the user preferences and what does the user avoid or dislike about the Echo Dot or the Voice assistant.
Seven staff members were given echo dots for a week and they were asked to note their experiences and observe. At the end of the week, one-to-one interviews were taken and discussions happened about the same. It was seen that the voice command is useful but at the same time it had many features and cons that the users didn’t like. It was observed that human behavior doesn’t sync with the tech easily. Since the device doesn’t have a
screen and only a voice input and a voice output, the user isn’t sure if the device has understood or taken the command that you have requested. If the device doesn’t understand the command correctly, you have to redo the task. Many functions are difficult to access because there is no screen. For example, if you ask for a recipe, the device gives a voice output of the list.
Since the device has only a voice input-output system, one who is hearing impaired or has any kind of speech impediment can’t use the device. Conversely, it is more useful for a visually impaired person. When the device is not in use and it is triggered, if it understands the command the blue light on top emits light and that shows that the device is listening. But when the device doesn’t understand the command it doesn’t respond in any way. In some cases the light will spin for a few times and stop and not respond, but the user won’t know the reason for why the device didn’t collect the information given.
There are several companies that are investing in innovation and new ideas, whereas some established companies are taking the user’s feedback into consideration and improving their existing products. These companies are focusing on the users’ demands and needs and thus, their success growth has been constant and growing. Apple is such an example. Apple keeps improving their products with few improvisations and trying to satisfy user’s needs. Apple has remained busy since 1984 launching various versions of Macintosh, iBook, iPod and iPhone continually. By analyzing the trends in New Product Development (NDP) and commercialization it can easily be understood that Apple is constantly churning out new innovative products at unprecedented rate. From a consumers’ behavior viewpoint in the case of “Apple” consumers who purchased MP3 can be termed innovators; the early adopters bought the first iPod. Early majority purchased the second and third models of iPod. We can say that the Late Majority purchased models which came after the third iPod. Finally, laggards or hard core loyalists would normally buy a used or cheaper version of iPod. Apple studies the user in such manners and gives out the best through their products.
The new product development activities differ from company to company especially in stages of commercialization and marketing. Oftentimes the companies overvalue their new product quality, features and adaptability, whereas the consumers are reluctant to switch the existing products thus exhibiting a high level of brand loyalty. This is mainly due to the fact that switching entails costs which can take many forms. Also important is the fact that consumers develop nostalgic fondness with products therefore not ready to accept innovation many times.
In conclusion, the market is moving towards solving problems and making tasks easier through various high-tech products or simple gadgets. It is important as a designer to know what the user wants. Sometimes it is possible that the user is given a good product that might solve many problems, but it is important that the user also knows the primary functions of that product. Aesthetics of the product are equally important to that of usability. If the product is not visually appealing, there is a high chance that it doesn’t make an impact on the user’s mind. Thus, while creating an accessory product, it is important to know the psychology of the user and study the demographics and social behavior of the target segments.
We hope you enjoyed this blog! In the meantime, why not read this blog on 5 E-commerce Trends Of 2022?
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