Reﬂection- Learning Launch

Challenge  I’m a worker for a Cosmetic’s ﬁrm. My job is to think about new product to be sold. The Make-up sector is a very innovative sector, because we have to introduce little  new characteristics to our product to match the diﬀerent need of our customers.  And this characteristics changes according to seasons, fashion and trends. Our challenge at the moment is to understand what kind of product we have to  produce, what type of product do our customers need in a speciﬁc moment, what  kind of product our customer will need in the future. Selection I think the best way to understand what to develop and produce is the Learning  Launch tool in design thinking. This tool allows us to determine if a product is going to be sold, if it is going to be  appreciate by our customers. The only way to be a little bit sure about our  products is to test it and to oﬀer our prototype to the largest typologies of people. Application  After we decided to use to Learning Launch tool, we started to talk about how to  apply the tool to our product development e production. We gained some data about our customers from the social media and the online  shop of our brand. We developed diﬀerent types of product ( in detail foundations)  in diﬀerent colors and asked to 30 people (male and female) to try it and to tell us if  they would buy the same product. Obviously the packaging were not the  potentially oﬃcial ones. The foundations were about three types, a matte high- coverage foundation, a sheer low coverage foundation and a soft matte medium  coverage foundation. All the people tried these 3 diﬀerent formulas and then after a period of 20 days. Insight  After 20 days the reviews arrived via e-mail. The opinion were analyzed and we discovered that 25\30 people would buy the  medium coverage foundation, because it was buildable and so people could reach  the coverage they need and also the ﬁnish of the foundation looked more natural.  Less people would buy the matte one, because of its inclination to make the skin  dry, but it was very appreciate for its high coverage. The less appreciated  foundation was the sheer-one, because of its low coverage, but many people liked  it for the very light and hydrating formula, even if they would not buy it. So we decided to produce the soft matte foundation and to do another test mixing  the matte and the sheer qualities to optimize the product, we are going to test a  foundation with the high coverage of the matte one, but the lightness of the sheer  one. Approach  We are very satisﬁed by the results this tool gave to us. Maybe next time we want to try this approach in combination with the visualization  one , to better understand our customers needs.

