Listening to Target Consumers to Develop the Ideal Product

The biggest challenge of this project was how to uncover insights from target consumers—including both functional needs and aesthetic preferences—without traveling to the Philippines, due to budget constraints. This was especially important since the primary market and users were in the Philippines. Kumyoung Media’s overseas marketing team provided an internal trend report on the Philippine market, but it mainly focused on functional preferences for karaoke systems.

To better understand target consumer insights and to cross-check the marketing team’s report, the design team decided to visit Filipino communities and churches in Korea instead of traveling to the Philippines. The design team visited more than 10 different Filipino communities and churches, interviewing over 100 Filipino individuals to gather their opinions on karaoke systems in general and to gain deeper insight into the all-in-one handheld microphone type. The interviews included open conversations using a few competitor products and structured surveys using early design explorations that included form factors, CMF, and button layouts.

Design with target consumers opinions.

Team was proceeded design developments based on interview results that reflected target consumer’s preferences of form, color, material and finishes.

While proceeding design development, team asked Philippines people’s opinions as much as possible within every design refinement phases to reflect their preferences as much as possible to develop ideal product for them. The result of this process given team deep understanding of target consumers as well as high probability of ideal design development opportunities with less failure risks in the market. Final design concept was selected by 85 of 100 Philippines people and it shows how overall design process was well proceed based on deep empathy with target consumers.

Fabricating an Appearance Model to Evaluate Overall Look and Feel

Design team evaluated the overall look and feel of the final design concept with an appearance model and carried out a few refinement phases before moving forward to the DFM phase with Kumyoung Entertainment’s internal mechanical engineering team.

The Best Answers Always Come from Actual Consumers and Users

The Magic MIC (KHM-100) was designed entirely based on the opinions of target consumers. It received highly positive feedback from Kumyoung Entertainment’s overseas marketing team during initial research on consumer purchase intention.

Consumers co-designed the product alongside the designers—creating something they truly wanted. Now, it’s time for them to enjoy what they helped bring to life.

Enjoy Karaoke at Home in Simple Steps

You can now enjoy karaoke at home in a magically simple way with The Magic MIC. It needs only 9 steps from setup to singing—no bulky or complicated karaoke machines needed.

The Magic MIC (KHM-100) will elevate your party with its simple and easy usability.