Punkt.: Translate the responsible technology purpose into a commercially viable product
How does a design-led brand redefine simplicity in an era of hyper-connectivity?
Punkt, the Swiss electronics company known for its minimalist approach, tasked and jump with shaping the future of its iconic MP 01 dumbphone, originally designed by Jasper Morrison. Our challenge: evolve the device while staying true to Punkt’s philosophy of designing for focus and disconnection.
Through deep exploration of market shifts, cultural trends, and user behaviours, we helped Punkt transform philosophy into product. We identified a unique strategic direction that would solidify Punkt’s foothold in the telecommunications sector and show the brand's unique philosophy and design sensibility.
The result? The MP 02, the second generation of the MP 01, was born. With an evolved feature set and the same commitment to distraction-free technology, the MP 02 launched at the 2018 London Design Festival, reinforcing Punkt’s status as a leader in intentional, human-centred electronics.
Services
Ethnography
Trends analysis
Future crafting
New Product Development (NPD)
Innovation strategy
Strategic consultancy
Petter Neby, CEO at Punkt.
“This is fantastic. It gives us a clear path forward to deliver on our purpose and design a product for mindful communication.”
Introducing
the MP 02
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
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 started by examining market and cultural trends, such as what makes a customer buy a dumbphone. Next, we used the MP 01 and the Technology Tamed brand platform as springboards to identify ways to differentiate, create new value, and deliver an elegant design solution that connected with audiences.
Fueled with insight, we reviewed the product experience, collecting requirements and prioritising them based on potential value creation.
These internal and external views gave a solid understanding of what worked and how the product needed to evolve.
Image: Yanko design
Jump two
Identify strategic directions
We harnessed the intelligence gathered and assessed future forces to develop strategic directions, create a long-term vision and translate insight into principles and requirements.
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
5
New product, MP 02, launched at London Design Festival
1
The work provided the launchpad for future endeavors
MP 02: This phone helped me curb my phone addiction
NYMAG | November 2023
Punkt. launch new colours of the MP 02 dumbphone
Design Milk | August 2023
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