Listening and communicating with target consumers to develop ideal design for them.

This new microphone type all-In-one handy karaoke device was targeted Philippines market. First of all, most important challenge was that how can design team know what target consumers want for this new product since all design team members were Korean. Kumyoung Media’s oversea marketing team provided their own trend report regarding Philippines market, but it was mostly focused on functions of karaoke device. Team needed to know real target consumers insight to proceed design development.

The solution was that team visited over 10 Philippines communities and churches in South Korea.

Team interviewed with over 100 Philippines people to catch their needs for the karaoke products as well as preferences of consumer electronics in general such as color, material, surface finish, button layout, ideal price range, and etc. Team had better understanding of target consumers although it required an extra design development time.

Design with target consumers opinions.

Team was proceeded design developments based on interview results that reflected target consumer’s preferences of form, color, material and finishes.

While proceeding design development, team asked Philippines people’s opinions as much as possible within every design refinement phases to reflect their preferences as much as possible to develop ideal product for them. The result of this process given team deep understanding of target consumers as well as high probability of ideal design development opportunities with less failure risks in the market. Final design concept was selected by 85 of 100 Philippines people and it shows how overall design process was well proceed based on deep empathy with target consumers.

Fabricating appearance model to evaluate overall aesthetic including color, material and finishes.

Team was fabricated final concept’s appearance model before move to the DFM (Design For Manufacturing) phase to evaluate overall aesthetic including CMF.

Updated design concept based on appearance model evaluation with Kumyoung Entertainment’s board members as well as target consumer group and handed off design database to Kumyoung entertainment’s mechanical engineering team.

The best answer is alway in communication.

The Magic MIC is designed based on 100% of target consumers opinions. Open communication with target consumers gave answer for the high probability of ideal design development opportunities with less failure risks in the market.

The Magic MIC received highly positive feedback regarding purchase intent from local Philippines not only Philippines who lived in Korea based on Kumyoung Media’s internal oversea marketing team’s research. It shows how open communication design process create deep empathy with target consumers.

Simple way to enjoy Karaoke at your home.

You can now enjoy karaoke at your home with magically simple way with The Magic MIC. It required only 9 steps from setting up to singing without bulky and complicated karaoke machine.

The Magic MIC will step up your party with its simple and easy usability.