Polish furniture manufacturer and retailer Black Red White struggled to attract young consumers with its product portfolio. An extensive competitors analysis highlighted gaps in the children and teens, work and study, and bedroom furniture segments. I led human-centric research to a strategy process with the aim of developing briefs for new collections in the three segments.

To develop the product strategy, we carried out at-home user interviews and service safaris to identify user segments and the type of product they seek on the market. During workshops with product clients and external consultants, we mapped out market gaps and ideated new products. For each of the three furniture segments, we developed collection briefs that covered price points, visual references, design, and marketing guidelines. We created a future product portfolio map along with comprehensive trend reports that outline changes in consumer living and buying habits. Over 10 collection briefs were implemented by the client and turned into new collections available to purchase.