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Sweetwater

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Case Write-Up: SweetWater
From your perspective, what are the most important user needs in the water purifier market?

The most important user needs in the water purifier market are: * Ergonomics (Easy to assembly, handle and pack) * Water Quality ( Good Filtration and Taste)

How would you structure the user’s needs data to assist Sandy Platter in creating his product concept?

In order to structure user’s needs data we can use Kano Model. By this we can understand which attributes are more important for users and which attributes produce higher levels of satisfaction than others.
Must Have
Ergonomic Structure: Easy to assembly, handle and pack.
The product should be safe for user to operate.
One person could assemble the device and work the pump.
The product should allow for natural position standing or sitting while operating.
Water Quality: Decontaminated of pathogens, pesticides and other toxic chemicals without visible dirt or particulates and unpleasant taste
Linear Satisfier
Lightweight: Easy to carry for a long time by one person in hard outdoor conditions.
Compact: Designed to fit in a backpack and also complementary with it.
Durability: Product should be designed for outdoor conditions not easily fragile.
Easy Assembly: Short time, easy to understand and less effort assembling process with no special tools needed.
Capacity: Filtering enough water for people in a short time.
Useful Filter: Filter cartridges should be lightweight, durable and easily cleaned or low cost.
Price-Performance Effectiveness: Although the consumers are not so price sensitive, they care about price-performance ratio.
Delighter
Product Design: Elegant look, different colors, different models

How do competitors’ products meet those needs?
First Need is very poor in terms of ergonomics. It is clumsy, awkward to handle and difficult to pack. Also it is not durable and could be cracked easily by impact.
Pocket Filter is not also very ergonomic; it is heavy and clumsy to use. Its filter is not very successful; clogged easily, water’s taste is awkward and not durable. Also it is very expensive.

What characterizes an outstanding concept for a water purification device for backpackers and other outdoor enthusiasts?
Good filter and well-designed ergonomics are the key factors for this market. If the companies develop a better filter to remove bacteria with good water taste and design a user friendly device with fair price they can be very successful in this market.

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