3M approached my employer, innovation design agency experientia, to give essential guidance on their development of touch interfaces. 3M is producing touch displays for vendor machine manufacturers and through a growing price competition, was forced to explore future markets. For their marketing lead, this was more than an exploration but an active step by 3M towards new client segments that use touch interface machinery. Therefore, 3M would somehow leapfrog the manufacturers and reach a distinguished position from the price driven competitors.

After the research and scenario building, my role was, as a design strategist and MVP lead, to conceptualize and build a marketing tool based on the research. Together with my colleagues from research and design, I created a “playbook” which the marketeers could use to cooperate with new clients to come up with bespoke future interface solutions. This playbook consisted of a book that presented the research insights as well as design thinking tools, a deck of idea cards and an impact map to evaluate the most promising ideas.