Keurig's Journey into Connected Appliances
Keurig Green Mountain
who thought there was a better way to make coffee. We miniaturized the process
and made it more simple, personalized, and fast. Convenience is the hallmark of
our brand. What we also discovered is that spouses may like their own flavors,
so personalization is key to our equity.
as much about these brand relationships as much as the machines that make the
opportunities for innovation. This journey map helped find the needs in the
these consumer pain points. The company then mapped benefits of concepts to
consumer pain points. This mapping exercise help set priorities for developing
prototypes. The company developed a promise: The best Keurig Experience ever,
and then tested the concept.
smarter coffee appliances'and were upset the company hadn't already developed
machines'many suburban moms and white-collar workers. 'From these sessions, we
began to more deeply understand consumer brew behavior.' From the research,
personas were developed that explored purchase versus consumption data.
smarter recommendations and automatic reordering, for example.
Good innovations fall at the intersection of
brand, trends and technology, and consumer pain points
Build from consumers' insights and pain points
Create a culture that leans into disruption
make it as simple as possible.
Southern Growth Studio, an innovation and strategic growth firm based in
Memphis, TN and the author of Going
Electric. Visit www.southerngrowthstudio.com to learn more.