Leadership
Entering a new market
As Ecovacs, the top robotic vacuum company globally, geared up to enter the U.S. market, I was involved in preparing for this strategic move. We aimed to enhance the user experience for American consumers and gain insights into the similarities and differences in cleaning habits across various markets.
Role
To create a strategy for a successfully launch of the Ecovacs robotic vacuum line in a new market.
Straightforward Goals
Conduct thorough product and ethnographic research to inform the strategy that ensured a successful launch.
CHAPTER ONE
Product Research
Initially, Ecovacs believed that the best way to enhance customer experience was through their mobile app. However, after personally engaging with the products, from unboxing to troubleshooting, I identified far greater opportunities for improvement.
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Although there were usability issues with the mobile app, I realized that the most significant enhancements to the user experience could be achieved by improving the robot itself.
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When designing a robotic device for home use, it's crucial not only to focus on the user's interaction with the robot but also to consider the overall experience of having a robot that almost feels "alive" within the household.
CHAPTER TWO
Sorting through customer care logs
The company was grappling with a notable number of product returns, yet the exact reason remained elusive. However, upon experimenting with the products in my own home, I uncovered a charging issue related to the small charging pads on the docking station. If the robot wasn't aligned perfectly or experienced a slight bump, charging would cease abruptly.
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Furthermore, the absence of a battery life indicator on the robot itself meant users were left in the dark regarding their device's charge level.
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Based on my observations, I suggested enlarging the charging pads and incorporating a battery indicator on the device, believing these changes alone would significantly enhance usability. As I delved deeper into customer care and survey data, my analysis pointed towards this charging issue as a primary driver behind the high return rate.
CHAPTER THREE
In-store experience
I saw a significant chance for our product to shine, both in-store and within households.
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Bundling multiple robots for multi-level homeowners could be a game-changer.
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Giving the robot a unique aesthetic could make it a cherished piece of art in people's homes.
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Exploring options like stickers or skins would allow families to personalize their robots.
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Incorporating multilingual capabilities could turn the robot into an educational tool for learning new languages.
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We had an opportunity to make the robot feel like a valued member of the family or a special addition to the home. Robots aren't like other devices; they have the potential to become part of the family experience. Perhaps we should aim to make the entire onboarding process feel like welcoming a new family member into the home.
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Encouraging users to name their robots could create a special bond.
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The robotic mapping process could feel like introducing a new family member to the household.
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Designing a unique docking and charging station could add to the sense of the robot having its own special place in the home.
CHAPTER FOUR
Results
During my consulting tenure with Ecovacs, I meticulously assessed their product lineup, scrutinized usage data and customer feedback to pinpoint existing usability challenges, and scrutinized the in-store experience to identify key areas of opportunity. This comprehensive approach helped me develop a prioritized strategy that aligned the product team towards achieving their goals.
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I'm thrilled to share that the product launch in the U.S. has been incredibly successful, witnessing a remarkable 12% growth in market share within just three years.