Project background:
Opp is the pioneer of Yuba, but with the increase of competitors, the product is becoming more and more homogeneous in the face of the market.
At the same time, because the channel is mainly offline distribution, product development is getting farther and farther away from users, Opal is very eager for user-driven product innovation, so he found Rococo to cooperate.
Innovation Insights:
Yuba is a very traditional category. Opp's Yuba has a higher price, but the product itself is similar to similar products in the market. The product experience innovation is low and the image does not conform to the aesthetics of new people. Rococo suggested that Opp brand, as the category pioneer of Yuba, must lead innovation and redefine Yuba from user insight to think about the experience needs of new people.
User Insights Re-Insight Needs:
We conducted 1V1 home interviews through the screening of target users. Through this interview, we have gained insight that the target users are very dissatisfied with the direct blowing experience of Yuba. At the same time, they are dissatisfied with the aesthetic of traditional Yuba, which is not integrated with the design of bathroom decoration space and is not tasteful enough. So we started to build new products from two aspects;
Heat energy ring bath bully new categories:
We communicate with Opal's technical team and have mature 360-degree hot air blowing technology in Opal's technical platform. Based on this technology, we try to create the most beautiful hot air surface around the idea of modern design style to remove the old image of traditional Yuba, which can not only integrate with bathroom space, but also have aesthetic feeling in sight. Re-shaping the new image and new experience of the thermal energy ring bath heater based on the new crowd.