how might we…
…introduce the Herman Miller brand, product, value proposition, and price point to a brand new, intimidatingly vocal, audience—gamers?
2019-2020
Herman Miller
Gaming market launch
Herman Miller saw an opportunity to enter the gaming space leveraging their (already well-loved by gamers) performance seating. To do this, they partnered with LogitechG and sought to leverage the gaming company’s existing rapport with gamers to ease the launch.
The big problem? Herman Miller did not know or understand gamers. And gamers did not know or understand Herman Miller.
my responsibilities
Project Management
Product Ownership
Discovery
Workshop Facilitation
Target Persona Definition
Page Strategies
Messaging Testing
Moderated Usability Labs
Vendor Management
User Interviews
Findings Reports
Digital Direction
PR, Marketing, Product, and Creative Alignment
On-Product Branding
Stakeholder Management
Global Team Management
Campaign Asset Planning
my team
Jon Campbell, Business Lead
Taylor Leishman, Creative Director
Ryan Seguin, Design Lead
Ashley Seguin, Digital Design Lead
solution
Rapid iteration and co-creation with actual gamers.
Next, I led the direct introduction to our market. We spent hours talking to and learning from actual gamers. Yup, that means sometimes we interviewed 14-year-olds.
As we began to understand our new audience in our bones, we kicked off content strategy and got real-time feedback from gamers as we built out our marketing presence.
We launched a co-brand alongside LogitechG as well as the first Embody Gaming Chair mid-way through the pandemic.
I led both the overall project management (digitally and otherwise) and the user experience work as they launched a portfolio of products to a previously un-targeted, global market.
I started as I always do; by immersing myself in the known organizational information. I poured over past ad tests with the gaming market, I ready market analysis from LogitechG, I snooped the reddit threads, I picked up a Playstation3 and learned Borderlands.
I organized everything we learned into three key gamer archetypes to guide our work; Primes, Cores, and Players.
