Translate the responsible technology brand purpose into a commercially viable product

Punkt is a Swiss, design-led electronics company. It asked and jump to investigate the opportunity for the next generation version of the successful MP 01 dumbphone, designed by Jasper Morrison.

We investigated market and cultural trends, insights and data to find unique strategic directions to fuel product innovation that show the brand's unique philosophy and design sensibility and gain a foothold in the telecommunications sector.

Services

Ethnography
Trends analysis
Future crafting
New Product Development (NPD)
Innovation strategy
Strategic consultancy

“This is fantastic. It gives us a clear path forward to deliver on our purpose and design a product for mindful communication.”

— Petter Neby, CEO at Punkt.

What it means to be human? 

“Teenagers are more likely to be single, lonely and addicted to their iPhones. So what are they doing with all that time? They are on their phone, in their room, alone and often distressed. ”

— Have Smartphones destroyed a generation? The Atlantic. September 2017

Introducing

the MP 02

Identify opportunities to differentiate

Jump one

Punkt had established a strong foothold with its first dumb phone, the MP 01. It wanted to build on the momentum and drive growth.

We were asked to identify ways to differentiate and deliver an elegant design solution for the MP 02 that connected with audiences — using the MP 01 and the Technology Tamed brand platform as springboards.

We started by looking at market and cultural trends — What does it mean to be human, and have we reached peak smartphone? (Can you imagine!?) What makes a customer buy a dumb phone? How well did the MP 01 resonate, and what other value could it provide?

Fueled with insight, we reviewed the product experience, collecting requirements and prioritising them based on value creation.

These internal and external views gave a solid understanding of what worked and how the product needed to evolve to be future-ready.

Image: Yanko design

Jump two

Identify strategic directions

Next, we created a long-term vision and translated our insight into principles and requirements. We harnessed the intelligence gathered and assessed future forces to develop strategic directions. The lens was about adding essentials, not distracting from the core premise.

These directions gave us new audiences and ways to reimagine product usage: what does comfortably connected look like in the 21st Century? How could Punkt deliver privacy?

We had workshops with the business, partners and industrial design product teams to inspire, guide and input into the new direction.

Image: Punkt

Jump three

Develop a playbook

We synthesised and translated our findings into a playbook with strategic actions and watch-outs for the business. It became a reference point for internal teams and partners as they moved into product development.

The MP 02 launched at the London Design Festival in 2018. New colour additions have since been added.

What we learnt

“Hardware is a hard business. You want to be sure what you've built will work.”

—  Melissa Clark, Co-founder

Results

Unique strategic product directions

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New product, MP 02, launched at London Design Festival

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This work provided the launchpad for future endeavors
Punkt launch new colours for the MP02 dumb phone

Let’s start something special

and jump has helped businesses of all shapes and sizes grow — from small innovations to big bangs.

Whatever your needs, we are here to help. Change doesn't have to be scary. Let’s jump!

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