Case studies - HP Pavilion MD5880n RPTV The Challenge: The rear projection television market is saturated, price driven market dominated by consumer electronics giants such as Sony, Samsung and Mitsubishi as well as less known, low priced brands from China. HP wanted to capture the essence of their brand attributes. As a new player in the RPTV market, HP wanted to introduce a product that would "stand out" from the competition and establish itself as a key player in the category. The design strategy should convey the message that "HP IS THE OBVIOUS CHOICE", HP turned to GadShaananDesign to address the challenge. The Research: In order to understand the complete experience of purchasing an RPTV, we turned to two GSD team members to go out and make the decision of which brand to buy, purchase the product, bring it home, install and use it. We selected one male GSD senior designer member and a female GSD administrator. Using our observational research methodology we were evaluating the challenges of the experience and in turn the opportunities that could be translated to product features. This article will focus on the discovery of the "unique feature" strategy on the RPTV itself and not the remote control or other elements of the project. GSD Core Philosophy: At this point it is important to understand our corporate philosophy on how we approach design projects. It is our opinion that to create a compelling design is a given, and we take as an assumption that all products that we are commissioned to compete against are well designed. Further, we assume that all competitive products are well priced and equally well promoted in the market place. We like to consider our client (if true or not) to be the underdog in a given product category and that design and price alone as features will not be sufficient to increase sales or enter a new product category. We strongly believe that in general terms, consumers "don't get" technology, nor do they care to fully...