A product strategy for the guru of less stuff
Client: Marie Kondo, KonMari Media Inc
How does the world’s most famous tidying guru create products to help her fanbase achieve their goals while maintaining the anti-clutter tenets of her method? Through in depth analysis of her users and potential market space we crafted a D2C business model that married physical product with digital content to emphasize education, experience, and community. We translated her method into guidelines for physical product and designed a hero product bundle to inspire and facilitate method adoption and completion.
User Insights
We issued surveys to learn more about the demographics of her following and their experience of the KonMari Method. To gain a deeper understanding of their needs we conducted video interviews of users in their homes. Our insights directed us towards the markets of home organization, wellness, and online education. User’s priorities were dependent on their level of completion in the method so we created a consumer journey map to show the evolution from beginner to fan. We focused our physical product strategy on bringing people into the funnel and our digital product strategy at guiding them through the method. Data collection was established to track KPIs of new adoption and completion rates.
Market Analysis
The KonMari phenomenon is a powerful, holistic approach to life that does not fit in a single establishedmarket space. KonMari’s point of differentiation exists in the overlap of home organization, wellness, and education. We researched these markets and highlighted strategies and successes to inspire a direct to consumer strategy that places the user at front center and maximizes the experience of direct guidance from Marie herself.
Product Strategy
We created product guidelines and a three year roadmap outlining a trajectory for product development. A hero product was concepted and rendered which would serve as a tool to encourage and guide people through the beginning of the method by facilitating her folding and box within a box techniques. Additional modular systems were proposed to illustrate how the above guidelines could be employed to create product that in its usage would require the need for less product.