Product and Service Envisioning

How we helped our Fortune 100 client enter and navigate a new market.

The Ask

Our client, a global Fortune 100 manufacturing company, needed help to quickly envision a new product strategy that would fuel business growth before their competitors left them in the dust. Though they were experts in the industry and a leader in many parts of the market, they wanted to extend their reach and sell to a new, but financially-lucrative target audience. They faced intense pressure to deliver, yet immense uncertainty.
They not only lacked sufficient data and understanding about the new customer, but were also battling a market landscape that grew increasingly saturated with no signs of stopping. Competition was fierce, with new technologies and products entering the market on a nearly daily basis. To expand into an uncharted business territory, they needed Smashing’s help to create a novel product strategy that would resonate with the new target consumer and leverage their current expertise in a way that still differentiated them from the competition.
Writing on a whiteboard

Based on our research and concept testing results, we defined an approach addressed all user feedback. Additionally, we conducted breakeven analysis for several pricing strategies that helped our client consider alternative business models.

The Actualization

With the challenge at hand, Smashing jumped into action. Our team gathered findings from large-scale academic studies, industry reports, and news articles, and reviewed 100+ competitor products and services. We analyzed our market research data to reveal consumer insights, identify market trends and opportunities, and future-cast what product features will be must-haves, performers, and delighters in the future years. Knowing the value of working face-to-face with our clients, we then flew over to their headquarters and hosted a Product Envisioning Workshop. Using the insights we had gleaned as a guidepost, we facilitated three rounds of brainstorming that produced 100+ product feature ideas. Through the one-week workshop, we realigned the client’s multi-disciplinary team around a unified product vision and ignited some much-needed excitement and passion for the new endeavor.
Once back in Seattle, we conducted user interviews with five participants and an online survey with 70 respondents to validate the product’s vision and ability to fulfill or solve user needs and pains. Simultaneously, we analyzed the 100+ feature ideas generated from the workshop and mapped it against known consumer preferences to develop three testable concept ideas. We rapidly illustrated the concepts to test them in one-on-one user interviews with eight people who represented the target consumer. Based on key takeaways from the concept testing, we then modified our concept ideas to define a recommended approach that addressed all user feedback. Additionally, to help our client consider alternative business models, we performed breakeven analysis for several pricing strategies (e.g. monthly lease vs. one-time purchase, premium add-ons, etc.). The culmination of our work provided the client’s senior leadership team with a product vision and strategy that would capitalize on differentiated business opportunities and, effectively, a directional blueprint they could use to approach implementation.
MUX principles business growth

Everything from icons to data-visualizations were designed to be both beautiful and useful – be it from 10 inches away or 10 feet away. Our attention to aesthetics extended to the language and tone of the user experience – which would eventually translate into the personality “aesthetics” of the conversational UI feature.

The Accolades
  • Literature review of 120+ large-scale academic studies, industry reports, and news articles
  • Review of 100+ competitor products
  • Market research and analysis highlighting consumer insights, trends and opportunities
  • Future-casting analysis for product features
  • 100+ product feature ideas
  • User feedback from 75 participants on product’s strategy and vision
  • Concept testing evaluation with eight participants
  • A recommended approach for the product strategy, including business models and pricing strategies
  • Blueprint for strategy implementation
  • Alignment of multidisciplinary team towards a common product vision and strategy


  • Literature Review
  • Competitive Analysis
  • Audience analysis
  • Market Research and Analysis
  • Future-casting
  • Value Proposition Definition and Validation
  • Value Mapping
  • Panel Surveys
  • Archetype creation
  • User Experience Design
  • Business Modeling

In need of a differentiated business strategy?

Designing the Future of Complex Training and Simulation
Learn to Quit
Sony Pictures Television Global Content Management System
Media & Entertainment
Philips Sonicare For Kids

Hi! Let's stay in touch.
Sign-up for our newsletter!