Memorex: Pain Inspired Design

Olson, Minneapolis

SUMMARY

Pain. Who Knew It Could Be So Inspirational?

Consumer electronics. It's a bazillion-dollar category with heavyweight brands like Sony, Samsung and Toshiba pouring oodles of money into developing the latest and greatest technology.

Enter Memorex.

An outdated brand, with a lackluster product line, tiny marketing budgets and an interesting idea. The idea? In a category created by men and for men, relaunch Memorex as the first consumer electronics brand to appeal to women. Just make them cute and pink, right? Not exactly.

This is a story about finding product ideas in dozens of seemingly trivial complaints and using pain to inspire a completely different approach to product design.

The Situation.