project role: lead
BAND-AID was looking to develop new products to add to its wound care wheelhouse in China, but first needed to access a deeper understanding of their pre-existing segments and innovation platforms. Exploration involved Cultural Scouting, where by we learned from a network of situational anthropologist about what’s happening in different regions of China and how these macro-trends may influence wound care behaviors and design. We also tapped into the segments’ lives by way of blogging – capturing rich language around underlying emotional drivers and relationship with the category. Utilizing representative artifacts from segments’ daily lives as stimuli and thought starters, we then collaboratively optimized BAND-AID’s innovation territories.
A series of segmentation portraits were designed and bound into one magazine deliverable, highlighting key areas of innovation interest.