383 Project

Lightwave: Working with a leading smart home manufacturer to launch a new range of devices and update the brand proposition. - 383 Project

Lightwave: Working with a leading smart home manufacturer to launch a new range of devices and update the brand proposition.

17/11/2017
Project Clients: Lightwave

Lightwave manufacture devices to automate your home, including connected light switches, power sockets and boiler controls. They have traditionally appealed to the early adopter audience, gaining over 35,000 users over the last 8 years with almost zero advertising spend.

In June 2017, Lightwave approached us to help them launch a new range of Apple HomeKit compatible devices and needed a strategy to appeal to a wider audience.

Background

Lightwave have created a unique position in the UK smart home market by becoming the only manufacturer to create stylish retro-fit sockets and switches.

In order to appeal to a wider, non-technical audience, we set about understanding how people wanted to manage and control their homes and created a set of propositions and solutions that met those needs. We then linked this back to the products that achieved these solutions. This allowed us to talk about the benefits in a humanised way, as opposed to leading with the technical capabilities of each device.

Our Approach

When developing propositions, we need to understand customer intent and motivations. To achieve this we engaged our Insights & Data team to carry out research, taking into account existing smart home manufacturers, early adopters and potential customers.

Using the Jobs To Be Done framework, we were able to understand all of the ‘Jobs’ that users were trying to complete when organising controlling their homes. We developed a friction map that allowed us to visually group tasks and challenges into themes. We identified three clusters, focusing around lighting, heating and power. This gave us the basis of our strategy: sell the lifestyle and benefits that a smart home can bring as opposed to purely focusing on product and tech specs.

So that we could effectively communicate this strategy, we set about creating a set of components that allowed us to tell this story, and also bring customers through the journey by inspiring, informing and educating at each step. We worked with Lightwave to create both digital and non-digital assets.

Outcomes

Lightwave now have a customer centric proposition and set of assets to allow them to reach a wider audience. As their range grows, they now have a foundation from which to build, without becoming overwhelming and confusing.

Since their launch on October 3rd, pre-orders have surpassed all predictions and customer interest within the sector has remained high.

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