Company Lutron
Project Duration 3 months
Team Size 1

My Role
I was the lead researcher, driving the project from inception through the sharing of recommendations with business stakeholders.

I also worked with an external behavioral consultant and managed a relationship with a recruiting agency for access to users.

Methodologies
Quantitative Data Audit
Qualitative Interviews
Affinity Diagramming
Insight Formation
Recommendations

The Business Ask: Expand Marketshare

Lutron’s retrofit smart building solution, Vive, comprises a small percentage of the current marketshare for control solutions driven by code compliance. How might Vive gain significant marketshare and become the true market leader? This program called for applying design thinking to uncover tangible business opportunities.

An Experiential Approach

Knowing that electrical engineers are a significant portion of the specification community for retrofit smart building solutions, this program focused on understanding their needs deeply and identifying opportunities to either gain or expand marketshare. The methods included internal stakeholder & subject matter expert interviews, data analysis of accessible, specification databases, qualitative interviews with electrical contractors, and consultation with a behavioral psychologist.

The Outcome

In total, eight distinct opportunities were identified, spanning initiatives across User Experience, Marketing, and Sales. These opportunities were presented to executive leadership with recommended prioritization so that next steps could be determined. Sensitive information in the preview below has been redacted.

The Process

While you can see previews of the process below, the details of this program are confidential. Please get in touch to chat further.

Internal Interviews

A total of 12 internal interviews were conducted across the product management, sales, and specification teams to pinpoint stakeholder needs and garner internal subject matter expertise for this program.

Quantitative Data Audit

A data dashboard gathered information about Lutron’s marketshare compared to direct and adjacent competitors, along with other key statistics that would help us paint a broad picture of the landscape at hand. The preview below is for illustrative purposes only and not meant to be read.

Qualitative Interviews

In total, we conducted with 7 electrical contracting firms, selecting participants based on a diversity map emphasizing nine attributes we wished to cover in our analysis. An external recruiting agency was leveraged to recruit participants. From those interviews, key insights were extracted leveraging affinity-style synthesis. Again, the preview below is for illustrative purposes only and not meant to be read.

Behavioral Analysis

Knowing that our goals involved habit changes on the part of electrical contractors to make a change from specifying their current favorite smart building solutions to specifying Vive, we consulted a behavioral psychologist, Susan Weinschenk. In reviewing our qualitative interview insights with her, she was able to layer in broad behavioral insights into human behavior