Creatology Compounds Design

The Design & Development Process

Consumer Insights | Kids Crafting - “What is Important?”

Taking Information from survey responders our Consumer Insight team is able to give us a better idea of what product we are missing, and how to infiltrate the market successfully. Key Drivers for Kids Craft are Fun, Quality, and Affordability. Fun means keeping kids entertained throughout the project, giving kids ability to express creativity and making the experiences stress free. Quality means the product should hold up to repeated use or at least until the end of the project and does what it is advertised to do.

For Survey responders who states “Fun” and “Quality” as important in kids craft brands they buy, we followed up with questions to clarify what those words mean to them:

What is “Fun”?

  • Entertainment / Keeps Attention

  • Easy To Use - Not Frustrating

  • Creative

What is “Quality”?

  • Doesn’t break easily

  • Holds up well / repeated use

  • Works as it should

Competitors Landscape

Key BUSINESS Insights: Competitors

The Product Development team conducts Market research focusing on our competitors.When we do this we are able to identify key areas such as; products they carry, inventory, store environment and ecommerce. This helps us focus on the gaps and future opportunities for our assortment.

Brand Awareness

Michaels Private Brand Awareness

Key Insights: Crayola is a monster brand owning awareness, purchase and favorite brand. Creatology at 4% ranked 3rd in favorite brand and ranked 3rd in familiarity. Brand familiarity was 25% and 13% purchased a Creatology Product.

Social Scrapping + Trend Research

During our research we use tools such as Sprinklr, and WGSN to look for trending colors, and Icons. This research allows us to focus on colors and trending icons for kits and allows us to determine what to use for packaging and design elements. For this particular project we highlighted three trending kits.

 

Valentines Day & Easter Squishies

These “ Squishies” were first drawn as a sketch and then rendered into 3D design Program. This innovative and new process was intended to ensure the factory could use the 3D file to create a mold of the exact size shape and design we wanted. In the past Michaels had drawn and and used a 2D drawing. Using a 3D rendering program we were able to approve a first sample in half the turn around time. These Four Squishies were a top seller for our Valentines Day and Easter Drive Aisle.

3D Printed Samples