{"id":204,"date":"2006-09-19T05:12:03","date_gmt":"2006-09-19T12:12:03","guid":{"rendered":"https:\/\/staging.opexlearning.com\/resources\/204\/bad-breath-and-good-design"},"modified":"2013-07-10T01:43:37","modified_gmt":"2013-07-10T06:43:37","slug":"bad-breath-and-good-design","status":"publish","type":"post","link":"https:\/\/staging.opexlearning.com\/resources\/bad-breath-and-good-design\/204\/","title":{"rendered":"Bad Breath and Good Design"},"content":{"rendered":"<div class=\"a296a24fa2fc69ef5487857f02f111e8\" data-index=\"9\" style=\"float: none; margin:10px 0 10px 0; text-align:center;\">\n<script async src=\"\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js\"><\/script>\r\n<!-- Single Post readerboard -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:inline-block;width:728px;height:90px\"\r\n     data-ad-client=\"ca-pub-8207522353004717\"\r\n     data-ad-slot=\"1144967431\"><\/ins>\r\n<script>\r\n(adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\n<\/div>\n<p>Can we learn the design thinking process from bad breath? Yes, we can.<\/p>\n<p>I love good design &#8212; creative and design excellence is a strong personal interest of mine. I love when things are easy to understand, aesthetically pleasing, and cognitively ordered. I am especially impressed with good industrial design, demonstrated by Apple and the Dyson Vacuum. <a href=\"https:\/\/staging.opexlearning.com\/resources\/focus-on-the-customer\/158\/\" target=\"_blank\">Site Usability<\/a> and <a href=\"https:\/\/staging.opexlearning.com\/resources\/totalitarian-powerpoint\/189\/\" target=\"_blank\">Excellence in Visual Display of Information<\/a> is also a strong interest of mine.<\/p>\n<p>The other night, while getting ready for bed, I was struck in awe by a simple and effective design that I hadn&#8217;t noticed before: the Listerine bottle. I decided to learn more about it. The old Listerine bottle wasn&#8217;t working well: it wasn&#8217;t aesthetically pleasing; it didn&#8217;t support the Pfizer brand initiative; and, consumption would take a customer several months, resulting in less frequent purchasing and lower sales. Something needed to be done. Specifically, the Pfizer website says this about the Listerine Bottle Redesign:<\/p>\n<blockquote><p>The design of Listerine&#8217;s 2.1 liter Club Bottle enhances the perception of size and value, while also making the oversized package easier to carry and handle. [<span class=\"letterBold\">A]<\/span> The ergonomic grip panels provide mechanical interlock with the user&#8217;s fingers for comfortable and secure gripping of this club-sized package. <span class=\"letterBold\">[B]<\/span> The tall child-proof cap affords a large grip surface for ease of entry. <span class=\"letterBold\">[C]<\/span> The brand&#8217;s iconic shape was enhanced to provide efficient &#8220;cube out&#8221; for supply chain requirements, while also providing a knuckle clearance for individuals stocking shelves.<\/p><\/blockquote>\n<p>Pfizer received the help from a design firm, and together they did the following:<\/p>\n<p><strong>Research<\/strong><\/p>\n<p>Using advanced design research techniques, both qualitatively (sensing what people think, feel &amp; behave) and quantitatively (measuring what people think, feel &amp; behave) Pfizer discovered trends &amp; preferences and measured and defined behavioral patterns &amp; purchasing criteria; profile lifestyles and user &amp; buyer experiences. The Pfizer research team utilized <a href=\"https:\/\/staging.opexlearning.com\/resources\/shmula-on-ethnography-and-product-design\/144\/\" target=\"_blank\">ethnography<\/a>, anthropology, sociology, psychology, <a href=\"https:\/\/staging.opexlearning.com\/resources\/perceptual-maps-gmc-yukon-xl-versus-chevrolet-suburban\/200\/\" target=\"_blank\">market research<\/a> and basic business to create handheld products that are functional and very attractive in the way they look and perform, but add consumer value. <strong><\/strong><\/p>\n<p>Ergonomics<\/p>\n<p>Ergonomics is the science that achieves the perfect fit between people and products. There is a physical side, which considers variations in human size, shape, strength and performance, and a cognitive side, which addresses vision, cognition, memory and learning. The Pfizer team designed from the inside out: they used human performance to define the scope of the design exploration, which saves time and money. Their experts in biomechanics, kinesiology, physical therapy, psychophysics and cognitive &amp; physical ergonomics define safe limits and optimal user experience scenarios, establishing a framework for innovative and realistic design solutions. The larger mouth of the bottle, it turns out, not only aids in liquid intake, encourages intake from the bottle instead of using a cup (less moving parts), but resulted in quicker consumption, which effected net sales due to more frequent purchasing. Good ergonomics and design results in higher sales. <strong><\/strong><\/p>\n<p>Design<\/p>\n<p>The Pfizer team believes that good design goes beyond aesthetic appeal and is based on deliberate intent, purpose and science. There are reasons for each characteristic of every design: some make the product more intuitive and easier to use; others make using the product more pleasurable. Pfizer designed the new Listerine bottle based on a deep understanding of how people, think, feel and behave and the limits and capabilities of the human hand. The new Listerine bottle is designed to be a seamless extensions of your hand, extending your capabilities to perform the task at hand. <strong><\/strong><\/p>\n<p>Conclusion<\/p>\n<p>Using <a href=\"https:\/\/staging.opexlearning.com\/resources\/shmula-on-ethnography-and-product-design\/144\/\" target=\"_blank\">Ethnography<\/a> to gain insights into the anthropology of product usage; <a href=\"https:\/\/staging.opexlearning.com\/resources\/perceptual-maps-gmc-yukon-xl-versus-chevrolet-suburban\/200\/\" target=\"_blank\">basic market research<\/a> to learn about the likes and dislikes of a market; biomechanics to gain insights into the limitations of the human hand; and creative excellence to satisfy the aesthetic demands of the market and to support the brand initiative &#8212; all lead to happier customers, increased sales, and an wholesale increase in customer loyalty. * For more on design, here&#8217;s a great interview with Jonathan Ive, the VP of Industrial Design at Apple.<\/p>\n<div align=\"center\">\n<iframe loading=\"lazy\" src=\"http:\/\/player.vimeo.com\/video\/40370871?title=0&amp;byline=0&amp;portrait=0&amp;color=ffffff\" width=\"700\" height=\"394\" frameborder=\"0\" webkitAllowFullScreen mozallowfullscreen allowFullScreen><\/iframe>\n<\/div>\n<!--CusAds0-->\n<div style=\"font-size: 0px; height: 0px; line-height: 0px; margin: 0; padding: 0; clear: both;\"><\/div>","protected":false},"excerpt":{"rendered":"<p>Can we learn the design thinking process from bad breath? Yes, we can. I love good design &#8212; creative and design excellence is a strong personal interest of mine. I love when things are easy to understand, aesthetically pleasing, and cognitively ordered. I am especially impressed with good industrial design, demonstrated by Apple and the [&hellip;]<\/p>\n","protected":false},"author":12327,"featured_media":10059,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[203],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Design Thinking Process: How to Get Rid of Bad Breath<\/title>\n<meta name=\"description\" content=\"Design Thinking Process can be learned from the Listerine Bottle and Bad Breath. 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