Taisodo

I. Project Summary

• Create a range of massage chairs Business objective: becoming one of the top five massage chair brands in Vietnam.
• Initially, the company faced numerous setbacks as a result of lacking a clear strategy, leading to unsuitable product choices. Utilizing my skills, I have aided the company in attaining the following accomplishments:
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  - Introducing two new high-end massage chair brands: Taisodo & Fujikashi
  - Selling 150 massage chairs per month
  - Achieving an average revenue of $2000 per unit

II. Role

• My responsibilities:
  - User research
  - Usability testing
  - Stakeholder management
  - Feature architect
  - Visual design
• My team: Mr. Tai - CEO, Mr. Hang - Head of customer care, Factories’s engineers (they’re like dev & UI designers of this project)
• Time: 2018 - 2020
• Tools: Adobe Premiere, Photoshop, Illustrator, Miro, Jira

III. Problem Statement

Stakeholder's background

• Due to unreliable suppliers, current products suffer from a high rate of defects and arbitrary feature selection.
• Prominent factories have already entered into exclusive contracts with established brands (Okia, Ogawa, Boss), leading them unwilling cooperation with us.
• Constraints: We only have the resources to develop 6-8 models in total. (normally it takes more than 8 to test the market)

We need to tackle all the mentioned challenges to establish our dominance in Vietnam's massage chair market and secure a spot among the top 5 brands in terms of sales.

IV. Design Process

A. Define Strategy

Understand users

We served two different types of users.
Both types were between the ages of 30 and 55, lived in cities, had a good income, and showed a strong interest in taking care of their health.

• User Group 1: People who wanted to relieve muscle pain quickly at home, either for themselves or their family members. They prioritize essential therapy functions, and do not require advanced, extravagant features.
• User Group 2: People who desired relaxation and a boost in self-esteem, place less importance on therapy features and instead value modernity, unique features, and product personalization.
  
• A user demand that remains unaddressed is the inclusion of a head massage feature, which aids in enhancing blood circulation and alleviates symptoms associated with migraines and dizziness.

Competitor Audit

Please click here to view: Detailed audit

Conclusion: We need to do these strategies to get the goal

• Increase quality stability by switching factories
  
• Build brand guidelines and brand identity‍
• Add advanced features to product lines
• Eliminate poor quality products