Table of Contents
INTERNAL AND EXTERNAL ANALYSIS ................................................................................................................................................... 2
Introduction ...................................................................................................................................................................................................... 2
Structure and Work Ethics............................................................................................................................................................................... 3
Mission, Vision and Goals................................................................................................................................................................................ 4
Culture ............................................................................................................................................................................................................. 4
Management and Leadership ......................................................................................................................................................................... 6
Organizational Configuration .......................................................................................................................................................................... 6
Communication Policies .................................................................................................................................................................................. 6
Target Group ................................................................................................................................................................................................... 7
Communication Style ...................................................................................................................................................................................... 8
Communication Flows ..................................................................................................................................................................................... 8
Communication Channels & Information Types ............................................................................................................................................. 9
Corporate Style ................................................................................................................................................................................................ 9
SWOT Analysis ................................................................................................................................................................................................ 9
Porter’s 5 Forces ............................................................................................................................................................................................ 11
Communication about Arc Ventures B. V. .................................................................................................................................................... 12
My Professional Opinion about Arc Ventures B. V. Communication ............................................................................................................ 14
DESIGN ASSIGNMENT ............................................................................................................................................................................15
Description of the company’s problem and the design product .................................................................................................................. 15
Arc Ventures B. V. requirements for the design product .............................................................................................................................. 15
People related to the design product production ......................................................................................................................................... 15
Needs to create a professional product ........................................................................................................................................................ 16
Main Research Questions ............................................................................................................................................................................. 16
Research Strategy ......................................................................................................................................................................................... 16
Design product target group ......................................................................................................................................................................... 17
Necessary steps to answer research questions ........................................................................................................................................... 17
Research Insights .......................................................................................................................................................................................... 18
Development of the professional communication product .......................................................................................................................... 21
Measurable goal of the design product ........................................................................................................................................................ 23
Advise on applicability and implementation .................................................................................................................................................. 23
Advice on Arc Ventures B. V. communication ..............................................................................................................................................24
REFLECTION ON THE INTERNSHIP ....................................................................................................................................................... 25
Internship Tasks Description ......................................................................................................................................................................... 25
Learning Objectives ....................................................................................................................................................................................... 25
Reflection on the design assignment ............................................................................................................................................................ 27
Reflection on my role in the organisation ...................................................................................................................................................... 27
Reflection on planning ...................................................................................................................................................................................28
Reflection on the supervision by the company supervisor ...........................................................................................................................29
References: ....................................................................................................................................................................................... 30
Appendix 1 ..................................................................................................................................................................................................... 31
Appendix 1.1 ..................................................................................................................................................................................................33
Appendix 1.2 ..................................................................................................................................................................................................34
Appendix 2.....................................................................................................................................................................................................35
Appendix 3 ....................................................................................................................................................................................................38
1
INTERNAL AND EXTERNAL ANALYSIS
Introduction
Arc Ventures B.V. is a start-up company which is producing premium hardware and specializes in
exclusive iPhone 12 cases. It means that Arc is related to the secondary sector which is linked to
industries that sell finished goods from raw materials. The main product “Arc Pulse” can be
considered as an accessory for the iPhone and falls into the iPhone accessory market. In the nearest
future, the list of targeted markets is planned to be extended with laptop accessories and smart
fashion accessories.
According to the new research (Business Wire, n.d.) the global Apple accessories market was valued
at USD 19.9 Billion in 2019 and is expected to reach over USD 27.4 Billion by 2026. This market
growth is resulted in the overall growth of the smartphone market sales – just for three years (2015 –
2018), it has increased by 25 billion USD. Nomad, RIMOWA, Balmain, and GREY iPhone case brands
are the closest competitors in the premium segment.
Chart 1 Smartphone Sales (2015 - 2018)
2
Structure and Work Ethics
Arc Ventures B. V. consists of 5 employees. Nevertheless, 3 departments can be differentiated:
Marketing Department, Production Department, and Financial Department.
Figure 1 Organizational Structure
Image 1 Arc Ventures Personnel
Heads of Departments take initiative and make a plan of action for the next 2-3 months. The rest of
the company employees stick to it and do their tasks. The main work principles within this community
are feedback cycles, keeping colleagues up to date on the progress of the work, storing all relevant
information on the shared drive, and sharing the concepts and ideas with others. It is important to
communicate the ideas even if they are not complete in your head – others will take it into account
and develop the idea, so it could be realized. All members of Arc Ventures B. V. and their positions
are illustrated above.
3
Mission, Vision and Goals
The mission of the company is “Reshaping iPhone interaction”. Driven by the idea of saving iPhone
aesthetics and customer experience the Arc Pulse case was born. This case serves as essential
protection which preserves the user experience customers buy in a unique premium way.
The vision of the company is “Reshaping technology interaction”. Arc Ventures B. V. team has done
few steps towards their goal already and the Arc Pulse case was just a start. As it was mentioned
before, the laptop accessory market and smart fashion accessory market are the next objectives.
Currently, multiple manufacturers would like to help them to produce unique Bluetooth keyboards for
iMac and Smart Wallets. Moritz Angermann, the Head of the Production Department, has created
early prototypes of these products, and the Arc Team will soon give an update about the progress of
development on their social media. Furthermore, there are existing plans on extending the Arc Pulse
line with special versions for other smartphone brands like Samsung and One Plus. However, the
clear strategy of achieving the vision goal is not yet identified.
Culture
Cultural characteristics of Arc Ventures B. V. will be described using Hofstede’s and Trompenaar’s
cultural dimensions.
Power Distance within the company can be considered as low. The degree of inequality that exists
between people with and without power in the organization is low. Every member of the organization
can ask any type of question to anybody else during working hours without being afraid that this is
inappropriate or that this can lead to a changed perception of your personality. The Individualism
index is medium. Even though the company is going through the process of establishing the
community spirit, every employee is individualistic by himself because everyone has his own set of
responsibilities which is very different from one another. In the end, all these tasks are connected and
discussed during physical meetings where the collectivistic side of the company can be visible. All
members of the community are working on achieving the same goal and you can see that sometimes
personal desires are put away in favor of the company development. The Masculinity index is also
medium. There is a feminine side of the company when employees care about each other and desire
to create a kind and easygoing atmosphere but at the same time, there is a real need for success.
Furthermore, there is a medium Uncertainty Avoidance index. Niclas, the Head of the Marketing
Department, is the person who takes risks in the company while Tom, the Head of the Financial
4
Department, is the complete opposite and it plays an important role in the development of the
company, since risks are taken only when necessary, taking into account the low budget of the
company. Besides, Arc Ventures B. V. is a Short-Term Oriented company with a High Indulgence
Index. There is an obvious emphasis on quick results and looser social norms. It comes from the basic
lack of long-term planning, there is no planning coordinator assigned to work on planning, and the
low budget of the company still limits its long-term planning capabilities. Looser social norms are
derived from the young spirit of the organization. Every member of the company has just finished or is
in the process of finishing their studies.
As it was mentioned above, the organization's culture can also be analyzed with the help of
Trompenaar’s cultural dimensions. It is very visible that Arc Ventures B. V. has a universalistic culture,
meaning that employees treat each other the same way, even if it involves friends or loved ones.
According to Moritz, he and other co-founders are trying to be as objective and as effective as they
can in making decisions, if something doesn’t work then it doesn’t matter who the person is. Due to
the small size of the organization, it is crucial to make use of the social connections they have. In
some cases, it works as it did with Killian Muller, the member of the Marketing Department and also a
close friend of Niclas Bertelsen, the Head of the Department. For example, there has been a situation
when an employee had to leave the company, because of low commitment to his work. The
communitarianism culture aspects are greatly visible within the company. The founders are close
friends since university, and they don’t make important company decisions without everybody’s
approval. Sometimes it leads to slower decision-making process, however, it gives a perfect
opportunity for every member to make an input. Furthermore, both neutral and affective cultures are
present in the company. Most of the time there is no emotions involved in the working process,
though, recently Heads of Departments started stimulating their employees to share their emotions
concerning the company and private life, even if these are negative emotions. This way they gather
data about employee’s well-being and give advice/in points of improvement. Taking into account the
fact that COVID-19 situation affected many people’s mental health, this process is crucial in order to
create a healthy and happy working environment. If talking about specific vs. diffusive culture within
the company, the diffusive culture is more noticeable. Most of the time employees see personal and
work life as interconnected. They believe that objectives can be achieved easier when relationships
are strong. A good example of the strengthening of the company members' relationships are different
group celebrations, would it be a national holiday, birthday or just an important date. In an ascription
culture, you are given a status based on who you are. This culture has its place in the company,
employees who are more committed to the organization earn more respect. It does not matter if the
employee is not skilled enough to perform the task, if he wants to contribute to the organization
5
others will help him and perceive him positively. Currently, Arc ventures B. V. is trying to have an
image of having a sequential time culture, but in fact, synchronous time culture is more visible in the
company. This culture is a result of low planning capabilities within the company. Nevertheless,
deadlines which cannot be flexible and have to be reached on time are always announced. The last
cultural dimension is internal direction vs. internal direction. Arc ventures B. V. can be described as
the external direction culture company. Employees believe that working with their environment to
achieve their goals is beneficial and effective. For example, when Niclas was organizing a photoshoot
that was aimed at gathering content for social media, he first asked his father if he can do a
photoshoot for him because he has more expertise in that area. Arc is making use of its connections
before reaching out to freelancers. It is also happening because Arc doesn not want to invest too
much money into media content production.
Management and Leadership
The leadership style within Arc is mostly participative. A large number of meetings with the heads of
departments ensures a collaborative decision-making process. The participative leadership style
provides high cooperation between the departments. Meanwhile, the management style within
departments is collaborative. Heads of Departments create a meeting where new ideas can be
discussed extensively before making the final decision which is based on a majority rule. Staff is
empowered to take initiative which in most cases leads to engagement, innovation, and creativity.
Organizational Configuration
Organizational Configuration of Arc Ventures B.V. has a Simple Structure. This organizational
configuration is also referred to as the Entrepreneurial Organization. It can be characterized by a flat
structure and a strategic top. All three heads of departments are a part of the Strategic Apex. They
are making sure that the company effectively moves towards its goals and transfer information about
further actions to the Operating Core. The Operating Core consists of the rest of the team and one
head of production. Middle management is absent for the reason of a low number of employees.
Communication Policies
The main communication policy present in the company is a 2-person agreement. Any decision
made, unless previously discussed within the assigned area, must be approved by at least 2 heads of
6
departments (Tom, Moritz and Niclas). In any matters that relate to one specific field, approvement is
only needed from the person responsible for the department. For example, if there is a question/idea
about communication or marketing – only Niclas, the Head of Marketing Department, has to give an
approvement. These are agreements set in the statues of the company.
Beyond that, there are two sides to this. Firstly, the details can only be given to me as a temporary
intern by Tom and Moritz. It is about which information can or cannot be disclosed. All of it is written
down in the signed NDAs. Furthermore, it includes topics such as manufacturing details or other
monetary matters, but also upcoming undisclosed products and research. The second side to this is
communication with the public. Niclas is the person to best get in touch with for exact guidelines on
communication and similar. For corporate identity rules Arc Ventures B. V. has a one-pager that
explains what is used, where it is used and in what way it has to be implemented. Intercultural trends
within the company are online communication and informal communication. These trends are formed
due to pandemic situation around the world, as well as the start-up spirit. In addition, there is a digital
marketing communication trend which is also a consequence of COVID-19 pandemic and lack of
sufficient marketing budget.
Target Group
The target group of Arc Ventures B. V. is based on their current product – Arc Pulse iPhone 12 case.
According to the Indiegogo customer research conducted before my employment, the target group
can be described as a men/women (25-48 y.o.) who are interested in Apple products, specifically
iPhone 12, have enough buying power, have a need of underlining their status in the community. You
can find it in Appendix 1. In addition, three persona types were recognized – so-called "tech-lover",
"small & mid business owner", and “former high-class kid”. Some additional features of these
personas:
TECH-LOVER
Occupation: Software Engineer/ Web Designer/ Software Development Manager
Age: 35-45yo
Origin: US or Singapore bound, American, Asian-American, Asian
Education: College Degree
Employer: Big Player, HP, Facebook, Western Digital, Amazon AWS, Cloud Software
Living Conditions: rented expensive condos
Hobbies & Interests: technology.
SMALL & MID BUSINESS OWNER
Occupation: CEO small business/ business owner; Design, Construction, Cosmetics, Gastronomy.
Age: 50-60 yo.
Origin: US.
Education: College Degree & self-taught.
7
Employer: own company.
Living Conditions: house owner, married.
Hobbies & Interests: tech, sports, poker, real estate.
(FORMER) HIGH CLASS KID
Occupation: Finance Consultant/Strategist, Stock Trader, Attorney, Real Estate Agent.
Age: 35-45 yo.
Origin: US.
Education: College Degree.
Employer: Small Specialized Consultant Agencies, Family Companies.
Living Conditions: house & apartment owner.
Hobbies & Interests: premium products, technology, luxury.
According to IndieGoGo customer research, Arc Ventures is more popular among US customers. To
justify the target group even better, Instagram statistics were analyzed. It was found that German,
Dutch, Indian and Italian customers are also interested in Arc Pulse. Furthermore, 70% of customers
fall into the age range of 25 to 45 years old. Instagram analytics can be found in Appendix 1.1. The
gender of customers is primarily man according to both Instagram audience Insights and three
IndieGoGo customer personas.
Communication Style
The communication style of the company is informal and assertive. Informal communication within
the organization can be described as kind and easy-going. The expression of the desires and needs
is welcoming and creates balanced conversations between workers. In case of occurring
disagreements workers can listen to each other's standpoints and come to a compromise.
Communication Flows
There are multiple important communication flows within the organization. These include bottom-up,
top-down, parallel, and external communication flows. The bottom-up communication is happening
between me, Kilian, and the Heads of Departments. It entails different content ideas, input offers, and
feedback requests. The top-down communication flow is initiated by Niclas, Tom, or Moritz and
mostly entails work-related information and/or requests of lower-level employees’ opinions on the
plans/strategy of the company. The parallel communication between Niclas, Tom, and Moritz is
about coordination of lower-level employees, finding suitable tasks for them, and checking on each
other's department progress. If mentioning my communication with Killian with whom we are on the
same level, it only concerns project-related topics such as social media content preparation. The
external communication flow function is to have contact with customers and suppliers. It is handled
by me, Niclas and Tom.
8
Communication Channels & Information Types
There are few communication channels used within the company to send information. Arc Ventures
B. V. is making use of Zoho suit. This is a compilation of software used by businesses to keep track of
social media performance, storing data, create content, manage emails and etc. One of the programs
is called Cliq and it serves as a workplace messenger. Performance, control & management, and
social messages are being sent via Cliq. Policy messages are being stored in a Word document on a
shared drive. Heads of Departments are responsible for distribution of different information types.
Corporate Style
Arc Ventures B. V. corporate style can be described as minimalistic, strict,
luxurious, high-quality, premium, and essential. To address this Arc is
using mostly black, white, and grey colours. The round curves of the logo
give a futuristic feeling. The concept behind the logo is referring to the
essential features approach. The circle represents the features of a
product, while the line crossing the circle is Arc’s approach to extracting
Figure 2 Arc Logo
the essential features from the existing features. They add additional
essential features if those have been identified, that’s the area outside of the circle, within the circle
formed by the crossing line.
SWOT Analysis
Strengths:
-
-
Every member of the organization is striving
-
Low budget.
for the success of the company. Level of
-
Low number of company members
the goal orientation can be described as
increases overall workload and can be
supreme.
overwhelming.
The location of the company is supportive
-
Big number of competitors.
and full of resources.
-
Huge market.
Low power distance level makes it easy for
-
Niche target group.
company members to share ideas of
-
Arc Ventures B.V. is producing premium
development and implement them. Arc
hardware which is expensive for a regular
Ventures B.V. is a start-up, so this kind of
customer.
atmosphere is definitely beneficial.
-
Weaknesses:
-
Brand identity is going through the process
Set of skills which company members have
of development. Losing control over this
is sufficient enough to successfully launch
can ruin the whole company.
9
the product and make a promotional
-
campaign.
manufacturers.
-
Opportunities:
-
One of the main opportunities for Arc is
-
Low planning capabilities.
Threats:
-
COVID-19 can negatively affect the buying
finding suitable investor(s). Recently, there
power of our target group, as well as
has been a discussion with one person from
provoke difficulties with shipment of Arc
India who is interested in investing and
products to a certain number of countries.
becoming an exclusive reseller. In addition,
Furthermore, it definitely affects the
pitch presentation was made, and Niclas is
process of content creation and limits
working together with external expert who
marketing possibilities. Nowadays, there is
is helping him with finding connections. Arc
an opportunity to get vaccinated, but
Ventures B.V. is continuously working on
currently only 20% of world population got
getting additional budget. For instance,
vaccinated. This is from 20th December,
there is also many design awards dedicated
2020 to June 2021. (Ritchie, 2020)
to smartphone accessory industry. There
-
High level of dependence on suppliers and
-
Another threat would be the customer's
has been a research done on this topic and
desire of buying cheap smartphone cases
Arc Pulse is eligible to compete there.
instead of our premium product. Mobile
In September there will be a presentation of
Protective Cases Market | Growth, Trends,
the iPhone 13 – the new product from
and Forecast (2019 – 2024) research
Apple. Arc Ventures B. V. is aimed at finding
showed that only 8% of smartphone users
leaks of this product in order to start
are willing to spend more than 100 Euros on
producing iPhone 13 cases before the
a case. Arc Pulse has a very niche target
public release of the phone. (Clover, 2021)
group, but if they want to boost their sales
Groningen is a big opportunity because it is
and make the product more affordable it
full of internationals (Studying in the
can be reasonable to lower the price and/or
Netherlands, n.d.), which means that’s it is
do effective marketing. You can find the
full of original ideas, talents, and, most
results of the research in the Appendix 1.2.
importantly, interns. I was the first intern in
the company and there are already some
plans regarding the expansion of
collaborative work with the local universities
of Groningen. Arc Ventures B. V. is a great
internship opportunity, and its community is
willing to take responsibility to give real
working environment experience.
Furthermore, it will exclude additional
spending of the company budget.
10
-
Finding suitable resellers of the product.
These could be local smartphone
accessory stores, official smartphone brand
stores and etc.
Porter’s 5 Forces
Competitive Rivalry
There are a few competitors in the same premium segment. Nomad, RIMOWA, Grey, etc. are on that
list. Their products are quite different from the Arc Pulse concept. Some of them are made from
leather, some of them may be more protective than Arc Pulse or simply more colourful. Nevertheless,
the product stands out because of the unique two-part design incorporating premium metals
aluminum and titanium. Another advantage is the essential design which allows customers to save
the iPhone tactile experience which they purchase with the phone. The advantage of competitors, on
other hand, is that they started their business much earlier and that they have a wide variety of cases
suitable for different needs and smartphone brands.
Supplier Power
Arc Ventures B. V. is very dependent on suppliers/manufacturers. They have suppliers for aluminum,
titanium, product packaging, case inlays, and special policloths which are used by customers if they
see scratches on their product, so they could polish them on their own. There are alternatives for
suppliers, but Arc Ventures B. V. doesn’t have contact with them. At the moment, there are no
established partnerships with manufacturers due to low quantity orders from the company side. As
soon as the company gets sufficient budget partnerships can be discussed.
Buyer Power
Arc Ventures B. V. doesn’t have many customers because they just established themselves on the
market. The number of sales reached almost 500 units last week and is expected to increase after
the official launch of the product and the start of collaboration with Nuclieus, the fashion accessories
brand. All this time Arc Ventures B. V. was getting sales from Indigogo, the fundraising platform.
Customers who already got their units give positive feedback and are looking forward to
seeing/purchase new products. To summarize, it is easy for customers to switch from Arc’s product if
they are looking for a cheaper case because on average Arc Pulse is more expensive than rivals’
products.
11
Threat of Substitution
The threat of substitution is very low. The reason behind this is that it is nearly impossible for a regular
customer to replicate or find a product that shares the same features as Arc Pulse. This product is
very complicated to reproduce because of the premium metals which go through multiple polishing,
strengthening, and anodization processes. Without required professional equipment which you can
meet only on manufacturers factories, it is impossible.
Threat of New Entry
The premium segment of the smartphone cases market is unique by itself. Premium products have
never been easy in production, that’s the main reason why these products get this status. Before the
launch of the premium product, many quality control steps have to be taken. In addition, It is
important to mention, that a big starting capital is needed, as well as the unique selling point, truly
premium design, and value. The threat of new entries is low because of the points listed above.
Communication about Arc Ventures B. V.
The feedback/rating Arc Ventures B. V. given by customers is positive. Instagram account of the
company is not very developed – 450 followers. Not many followers react to Arc’s posts, mainly
friends of the founders and relatives. This is due to low engagement, lack of participation from
followers, for example sharing, liking, and saving posts. Comments from customers are still visible on
the page. They are mostly consisting of emoji. Positive communication towards the company is
supported by online gadget blogs, you can see the links below:
TrendHunter: https://www.trendhunter.com/trends/iphone-12-case
GadgetFlow: https://thegadgetflow.com/portfolio/reinvented-iphone-12-case/
Sir Apfelot: https://www.sir-apfelot.de/en/arc-pulse-iphone-12-case-reduced-to-the-bareminimum-31429/
Lenexweb: https://www.facebook.com/107887584327733/posts/the-arc-pulse-reinventediphone-12-case-blends-with-your-smartphones-aesthetic-s/186876199762204/
12
In addition, here is the link to one of the Instagram posts to give you an overview of the comments
and Image 3 Customer feedback on Indiegogo:
https://www.instagram.com/p/COVacEnKzrd/?utm_medium=copy_link
Image 2 Techblogs' Ratings
Image 3 Customer feedback on Indiegogo
13
My Professional Opinion about Arc Ventures B. V. Communication
The internal communication within the company is structured wisely. Every member of the company
stays up to date on the current state of the business, knows what are the policies, feels welcome to
join the decision-making process, and able to follow the workflow. Because of the small number of
employees, there is not much room for communication errors, it also creates a comfortable
atmosphere where the community highly values its members, their skills and knowledge. Founders of
the company understand that losing one employee can drastically affect the workload of the whole
community. That is why the behavior towards their subordinates is relaxed and informal. When
company expands, they will have to take slightly more critical approach to support their leader status.
Despite the lack of planning abilities of the company, Heads of Departments try to be more farseeing
for their business to operate and develop at a steady pace, making use of easy-accessible resources
and the organization's environment. Considering the low budget of Arc Ventures B. V., this approach
is very effective.
So far I did not observe any of the situations where the communication within the company was
poorly managed. I am sure that Arc Ventures B. V. can handle its growth and can prevent possible
miscommunications. Furthermore, the company’s employees are all dedicated to what they are
doing and have the required mindset. Moritz, Tom, and Niclas make a great combo of creative
solutions, optimistic approaches, and goal orientation.
14
DESIGN ASSIGNMENT
Description of the company’s problem and the design product
Arc Ventures B. V. is getting close to the official launch of the product after a long-lasting Indiegogo
campaign. They gained the expected number of investments and started the development of the
product. At this point, every stage of the product development is complete and the first units were
sent to the first backers who ordered the Arc Pulse case via Indiegogo. The feedback Arc gained
when backers got their product was positive but it also mentioned a couple of problems. Firstly, some
customers didn’t open the package in the way intended, secondly, the titanium version of the case
gets a special diamond policloth which can be used only to polish Arc Pulse case, thirdly, it was
difficult for customers to attach Arc Pulse case to their iPhone. Therefore, for the design assignment,
these problems will be solved by making use of the unique unboxing video which will be posted on
the official social media accounts of Arc Ventures and their official website. The related QR-code can
be found on the backside of the Arc Pulse packaging. The main purpose of the design product is to
educate customers on the matter of how to open the package, how to attach Arc Pulse to your
phone, and give a warning/recommendation on the usage of the policloth. This design product will be
useful for the company to increase customer satisfaction and create an image of the company which
cares about its customers.
Arc Ventures B. V. requirements for the design product
1. Design product must tackle problems listed above.
2. Design product must be a short one minute high-quality video of unboxing.
3. Design product must fit into the corporate style of the company.
4. There is no budget required for the production.
5. Design product must go through several feedback cycles before publishing.
People related to the design product production
1. Niclas Bertelsen – the head of the Marketing Department, my company supervisor. He will
be giving me feedback, tips on videomaking, access to his apartment as a location for video
shooting.
2. Brandon McKinney – a local game design student and a freelance video maker. He will help
me with all needed equipment and the shooting of the video.
3. Tom Theuer – the head of the Finance Department. He will give feedback.
15
4. Moritz Angermann – the head of the Production Department. He will give feedback and help
me with primary research by dedicating his time to answer my questions during the related
interview.
Needs to create a professional product
The needs for creation of the design product is primarily video and photo equipment. Other needs
include access to social media accounts of Arc, suitable location, one week for production and two
Arc Pulse cases.
Main Research Questions
Main research questions and sub-questions are listed below:
1. Which factors need to be included/addressed to make a successful unboxing video?
A. What is the best location for shooting the unboxing video?
B. How should this unboxing video look like?
i. Which video style type?
ii. Which point of view?
iii. Which kind of font?
iiii. Which color correction has to be applied?
2. Which information needs to be provided to the target group to successfully start using the
product?
A. Which problems need to be addressed/ What information should be clarified?
i. Do all of them have to be included in the video?
B. Is it possible to make use of the video description to tackle a problem?
Research Strategy
In order to answer the research questions above the qualitative research was executed. This
exploratory research will reveal information that is required to answer research questions. The
exploratory research consists of two types of research methods - desk research and interviews
(secondary and preliminary research).
The desk research is needed to collect data to answer the first question. This information includes the
definition of a suitable video style which will be gained via analysis of technology-related YouTube
videos, specifically successful iPhone accessories unboxing videos and Apple ads. It will give a
couple of ideas about the background/location trends as well.
16
Interviews will be conducted with Niclas Bertelsen and Moritz Angermann to answer the second
question. Niclas has direct contact with those customers who notified him about packaging policloth
problems, he is using Arc Pulse case since the start of the company, so he knows how to treat the
product properly. Moritz is the designer of the product packaging and the product itself. He knows
everything about the product and it was his idea of putting diamond policloth for quick polishing of
the case. These interviews will be used to form the list of problems and their solutions which have to
be addressed in the unboxing video.
The validity of the research will be secured since the desk research is aimed at gathering information
about the easy to grasp style of the video which is effective. Effectiveness of the researched videos is
measured by number of views and likes. Interviews are conducted with people who have knowledge
and experience.
The reliability of the research will be secured because desk research on video style topic will reveal
the exact list of shared features of existing successful unboxing videos and Apple video content.
There is one limitation for the desk research. Gathered data can be slightly outdated because some
of the videos are 2 years old.
Design product target group
Target group of this design product is the same as for the Arc Pulse case. Unboxing video is only
relevant for customers who already bought their product and scanned the QR-code linked to the
unboxing video.
Necessary steps to answer research questions
1. Which factors need to be included/addressed to make a successful unboxing video?
A. What is the best location for shooting of the unboxing video?
A part of the desk research. Including the fact that budget is not provided, making use of local
environment and contacting friends to find a suitable place is the best way to proceed.
17
B. How should this unboxing video look like?
i. Which video style?
ii. Which point of view?
iii. Which kind of font?
iiii. Which colour correction has to be applied?
To answer these questions, desk research on 6 videos will be conducted. Videos serve as a
reference for the unboxing video and were reviewed by my colleagues. These videos are divided in
two groups – created by Apple and successful unboxing videos from youtubers. Main features of
both groups of videos will be listed as the answer to this question.
2. Which information needs to be provided to the target group to successfully start using
the product?
A. Which problems need to be addressed/ What information should be clarified?
i. Do all of them have to be included in the video?
B. Is it possible to make use of the video description to tackle a problem?
To answer these questions two interviews with the founders of the company will be conducted.
Interview transcripts can be found in the Appendix 2
Research Insights
Desk Research
Apple Ads
Video #1 - The most powerful iPhone ever
Video #2 - Introducing the new iMac
Video #3 – Meet iPhone 12
Unboxing Videos
Video #4 - iPhone 11 Smart Battery Case - Unboxing ASMR
Video #5 - Apple AirPods Max Unboxing
Video #6 - Samsung Galaxy Fold Unboxing: Magnets!
18
Video #1 is aimed at showing mind-blowing emotions which customers feel while using the iPhone
12. Combined with the short design overview at the start of the video the 5G network support feature
is mentioned as well. The soundtrack of the video is energetic, modern, and confident, perfectly
aligned with the idea and the concept of the video – to impress with something truly powerful. The
color correction in this video is worth mentioning. Clean, realistic and soft colors give the cinematic
feeling.
When you watch the second video you see a lot of white colors. It is done on purpose to make the
product stand out instantly. You could see it in the previous video as well. The white color also plays
another role, it gives the feeling of safety, purity, and cleanliness. It can also be the meaning of
perfection. Very important for Apple because it is part of their branding.
The third video is an attraction for human eyes. Fast-changing scenes to grab the attention,
energetic soundtrack, and great color correction. The main feature of this video is the way how Apple
marketers use text in the video. They list key features of the phone right in the middle of the screen
one after another during the whole video. Furthermore, Apple advertisements always end with their
logo.
Video #4 is made by a tech YouTuber Dr. Debox. He is one of those unboxing YouTube channels all
aimed at the unboxing process. Minimalistic approach and only essential information in the video. Pair
of gloves gives the feeling of innocence. And a very typical for unboxing videos top-down point of
view and a steady camera.
The next video is very similar to the previous one. Same concept. But here you can see that that video
creator communicates with the viewer via black text which appears when he wants to give his
thoughts.
The last video is more professional than the two previous ones. Here you can see that YouTuber
used few angles which are changing all the time to create motion in the video. Voice-over is present
during the whole duration of the clip. Additional scenes in the interview style are added as well. When
the process of unboxing is showed in the video, you can see different elements of décor on the table,
it gives a friendly atmosphere.
19
The last part of the desk research was finding the best suitable location. After contacting local friends
and having a discussion with Niclas, it was decided to shoot the video at Niclas’s apartment.
Furthermore, Niclas has a perfect white table for video shooting purposes.
To conclude the desk research, the list of video features which can be incorporated in the design
product was made:
1. Realistic & soft color correction
2. Modern Soundtrack (does not have to be too energetic, rather stable and calm for
customers to follow the video with comfort)
3. White background to make the focus on the product
4. Top-down point of view
5. Steady camera
6. Additional elements on the table to make the scene more interesting. (Not too many,
because the main focus is still on the unboxing)
7. Minimalistic approach of using text in the video
8. Ending of the video should include the logo of the company
9. To make this unboxing video more personal, the technique from the Video #5 can be used.
A direct appeal to the viewer.
Interviews
Interviews with Niclas and Moritz gave several useful insights which will be considered during the
development of the design product. These insights include problems which have to be adressed in
the unboxing video and their solutions. They are listed below.
Problems:
1. Problem of opening the package
2. Problem of attaching Arc Pulse to the phone
3. Problem of misperception of the function of the policloth
Solutions:
1. Visually show to our customers how package is opened
2. Visually show how to attach Arc Pulse to your phone
3. Description of the video with have a warning regarding the problem of the policloth
20
These problems and solutions will be presented to the target group via the design product which will
include required video features found during the desk research.
Development of the professional communication product
In this chapter, you will find a step-by-step description of professional communication product
development.
Phase 1 – Preparation (Days 1 & 2)
Equipment
As it was mentioned before, Brandon McKinney is helping me with the needed equipment. For the
shooting of the video one video camera and one gimbal was used.
Team
Informing the team members about the shooting. All people related to the shoot have to be informed
on time. In this case, the video shooting was planned one week prior. It was done to maximize
punctuality. Also, the special WhatsApp group chat was made to keep everybody in touch about the
process.
Location
During the desk research, it was decided to perform the video shoot at Niclas’s apartment. It is in the
city center of Groningen, so Brandon didn’t have any problems reaching the location.
Phase 2 – Video shooting day (Day 3)
During the video shooting day, Brandon was the cameraman, my hands were the main characters of
the video and Niclas was giving feedback and ideas. In addition, Niclas provided us with two Arc
Pulse cases and some techniques for attaching the cases to the phone. Video shooting took 3 hours
of our time. For these three hours, we were able to shoot a couple of ideas for the policloth video
tutorial, unboxing video, and take a few pictures for LinkedIn and a thumbnail for the YouTube version
of the video. Furthermore, the feature of the steady top-down point of view was integrated making
use of a gimbal and a chair.
21
Phase 3 – Video editing (Day 4, 5 & 6)
The video editing phase started the next day after the shooting. First, it was important to choose the
best scene/try we had. For this, I sent 3 unboxing videos which I considered the best for the feedback
to my colleagues Tom, Moritz, and Niclas. After a short discussion, one video was chosen. That is
when the color correction process started. Taking into account the color correction features found
during the desk research, the desired color of the video was achieved.
The soundtrack for the video was made based on two examples of Apple advertisements that I
mentioned above. As you can hear, the dominant genre of soundtracks in Apple advertisements is
hip-hop/trap. The unboxing video soundtrack has a different vibe to it, it is more relaxing and
comforting, almost lounge atmosphere. The aim of this calming approach is to make the focus on the
unboxing process and preserve the modern, minimalistic, and premium style of the video to fit the
corporate style of the company.
Another feature that had to be added during the video editing was the direct appeal to the viewer via
the use of text. The unboxing video starts with the words “Hi, this is … (Arc Ventures logo)” to greet
the viewer and make him/her feel welcome. The minimalistic use of text is preserved during the whole
video, underlining the corporate style of the company once again.
At the end of the video, the direct appeal is used again combined with the vision of the company and
a call-to-action marketing technique – “Let’s reshape technology interaction together. Share your
#arcpulse moment.” The logo of the company is visible both at the start of the video as well as the
ending to make it more memorable for customers.
In addition, the thumbnail for the Youtube version of the video was edited in Photoshop and color
graded in Lightroom to fit the unboxing video style and fit in the video feed on Arc’s official YouTube
page. It was based on thumbnails that were produced by my colleagues before my employment. You
can see the thumbnail image below (Attaching Arc Pulse) compared with two other thumbnails from
older videos of Arc.
Image 4 YouTube Thumbnails
22
Phase 4 – Video Publishing (Day 7)
To publish the video on YouTube, the password and login information was shared with me by my
colleagues. The final unboxing video feedback was shared, and it confirmed that the design product
is ready to be published.
The last step before publishing was creating a suitable description. In the description for the video
recommendations about attaching the case, opening the package and policloth were mentioned.
Links to relevant pages like Arc’s official Instagram, Facebook and Twitter were included as well.
Furthermore, the set of hashtags was prepared for this video and added in the description to ease the
manual search of the video for Arc’s customers.
Finally, the link to the video was added on the dedicated webpage on the official website of Arc
Ventures B.V.
For the final version of the design assignment product see Appendix 3.
Measurable goal of the design product
The number of emails sent by Arc’s customers questioning the basics of product usage will decrease
to zero within the next two months by publishing the unboxing video on YouTube and the official
website of the company. This will educate Arc’s customers as well as strengthen the brand image.
KPI of the design product is the number of customer emails that refer to problems connected to user
experience. The fewer the number of emails, the better the performance of the design product.
Advise on applicability and implementation
My advice to Arc Ventures B. V. regarding the design assignment product is to make it as reachable
by their customers as possible. By this, I mean giving Arc’s customers more leads to the unboxing
video. These could be further unboxing video mentions in future advertisement videos of the
company, dedicated Instagram stories, and tweets. Besides, I recommend my colleagues to make
the same concept video as soon as the new version of the case for iPhone 13 is launched. This will
help Arc's customers to adapt to the new product faster and without any doubts about usage as well
as present the hands-on experience.
23
Advice on Arc Ventures B. V. communication
My advice to Arc Ventures B. V. regarding the communication is to produce more visual content for
social media, establish a planning role in the company and work closely with local universities to gain
more workforce.
Visual Content
The company needs to produce more visual content because it will help to develop social media
interaction with customers, increase brand awareness and attract new followers. The Arc Pulse
case's main feature is its design, so the company must make a big accent on the visual
representation of the product. Furthermore, it will give an opportunity to post more frequently.
Planning role
As it was mentioned before in the internal and external analysis of the company, there is a lack of
planning present in the organization. Establishing the role within the company which is strictly aimed
at the planning of development strategy will give more freedom to Heads of Departments, increase
employee’s productivity as well as improve internal communication processes. Currently, this role is
not identified and is “jumping” from one worker to another.
Collaborate with local Universities
Arc Ventures B. V. is working with local universities only to get the investment. I propose to widen the
function of this collaboration to extent of organizations promotion as a great internship opportunity. It
is truly a good place for students to learn new skills and self-development. I am convinced that will
give new opportunities, ideas and, possibly, new employees for the company. In addition, this
collaboration will save a lot of the company's budget.
24
REFLECTION ON THE INTERNSHIP
In this chapter I will cover reflection on internship processes, learning objectives, design assignment,
my role in the organization, planning and supervision. In addition, I will describe my internship tasks.
At the start of the internship, I didn’t know what to expect. This is my first time when I am working
legally for the company of my interest and so far, I didn’t get any negative feedback towards my
attitude or my work. I am happy that I am able to fulfill my position in the company and bring input, as
well as work closely with people who already achieved something big in their lives. I love the fact that I
gained the image of a responsible intern whose opinion is valued in the company.
Internship Tasks Description
My list of tasks is broad. Currently, I am working on our first contact with the sapphire screen
protector’s supplier, writing a first contact email which also includes our offer to work together on our
new line of products (screen protectors). Before that, I was working on market research about screen
protectors for iPhones. My daily tasks include editing pictures for future Instagram posts, influencer
sourcing, sending emails to influencers, giving feedback to the Ukrainian team of web developers
with whom we work together on Arc ventures B. V. website. Besides, I am organizing photo/video
shoots in the city center of Groningen and contacting retailer stores with deal propositions.
Learning Objectives
Content & Strategy
This learning objective is about identifying relevant developments for the organization, monitoring
international and intercultural developments, and translating the implications into communication
policy. I think that this objective was achieved. I successfully applied my knowledge and created the
SWOT analysis. My research on the topic of the company’s weaknesses was positively accepted by
my colleagues and has been used to reassess the price of the Arc Pulse case to make it more
competitive. Moreover, the opportunity of participating in the Design Awards has been an incredible
finding and is very promising for the further company’s development.
Planning & Organization
This learning objective is about designing the plan for and organising the implementation of
professional products, taking into account target groups, goals and budgets. I think I achieved this
objective by planning/organizing two photoshoots and two video shoots. All of them went great and
25
needed video/photo material was gathered. I collected positive feedback after those shoots from my
supervisor and it is indicated in my competence assessment.
Persuasion & Commitment
This learning objective is about advising on the organization's communication as an internal
adviser/consultant, considering the organization’s communication strategy. This objective has been
achieved via giving recommendations to the Head of the Marketing Department regarding external
communication, specifically first contact emails to influencers. I decided to take initiative and create a
new template email for this purpose. It is still used, and CRM statistics indicate that this email
template has 87% of success.
Connection & Facilitation
This learning objective refers to recognizing opportunities, developing initiatives, and demonstrating
a proactive attitude. This objective has been achieved. I must mention that I have a passion for
technology and technology accessories, so I have a lot of background knowledge in technology
advertisements. I used this knowledge as much as I could to create original concepts and solutions
which serve the goal of the organization. Since the start of my internship, I was trying to work harder
than I had to, gaining trust and respect from my coworkers via showing my proactive attitude.
Concept & Creation
This learning objective is about creating relevant content tailored to the concept and the
organization's goals. This objective has been achieved via my design assignment as well as daily
internship tasks. I was responsible for the design of Instagram stories, editing advertisement videos
and photos. Besides, I was taking initiative in creating concepts for this marketing material. My
company supervisor made a great input in the development of my concept & creation skills giving me
extensive feedback.
Target Group & Behavior
The learning goal deals with investigation of the needs and wishes of the target group and
understanding of the contextual/cultural factors that affect the behaviour of the target group. This
objective was reached via the development of the design assignment. In order to get to know the
target group better, the research of sales data and Instagram statistics was executed successfully.
The derived data included demographics, geographics, age, habits, family status, age, education
and profession.
26
Reflection on the design assignment
I did not have any problems during the development of the design product. As I mentioned before,
my coworkers are very kind and easygoing, so I did not have any communication problems. It made
the whole process of design assignment creation very easy and without a doubt that I am doing
something wrong. I started working on my design assignment during my 4th month of internship and
I was already familiar with all the processes and procedures.
I managed to meet all organization requirements and made a truly professional communication
product which I would not hesitate to put in my portfolio. Furthermore, this design assignment took
only one week to produce and didn’t require any budget.
Unfortunately, I and my colleagues are not able to properly assess the performance of the design
product because it takes time to get a reaction from the customers. Arc Ventures B. V. is a young
start-up, so they don’t have that many customers to make an assessment. Anyways, my
communication product received positive feedback from my coworkers, and it makes me proud of
my work.
Reflection on my role in the organisation
I can’t say that I belong to any department because I am all around the place. At the start of my
internship, I was more involved in content creation, later I took the role of product developer where I
was working on the creation of the package for Arc Pulse. In addition, I tried myself as a person
responsible for the offline promotion of the product, going to local retailing stores and having a
conversation with stores’ managers and proposing to them to sell Arc Pulse in their shops. Moreover,
I was even participating in the assembling of the Arc Pulse case. To conclude, I can identify my role
within the company as a freelance multitool which strengthens certain departments when it is
needed. By the end of the internship, I will take part in all processes of the company one after
another.
Professional Behavior
My professional behavior went through changes during the internship. During my first 2-3 weeks of
internship, I was acting very obediently, carefully listening to my supervisor and memorizing how
internal communication flows and what are the processes/procedures. Later on, I was taking more
and more initiative and asking more direct questions not only to my supervisor but also to other
27
coworkers. During the physical meetings with my coworkers, I was trying to maintain my professional
behavior and give unbiased feedback when I thought it would be on point.
Entrepreneurial attitude
I think that my entrepreneurial attitude was mostly visible during brainstorming sessions regarding
different marketing content concepts. Before the production of any communication product, I and
Niclas were thinking about creative ways of implementation of this content, how we can reuse those
content pieces and which local recourses we can use. I am sure that I made a great input in the
development of the corporate style of the company, not being afraid of making mistakes.
Networking
In terms of networking, I have evolved and collected many new contacts of many influencers with
who Arc is working closely. But It does not only cover internship contacts. I already had a wide
network of local artists and content makers with me which helped a lot during the content production
for Arc Ventures B. V. I shared many contacts with Arc and in return, I gained knowledge, experience,
and friendship.
Advisory Role
The advisory role stuck with me after the first 2-3 weeks of the internship. It started after my proposal
to Niclas about making a “Social Media Surfing” schedule. I wanted to bring organic growth to Arc
Ventures B. V. Instagram, so I came up with the schedule for me, Niclas, and Killian. “Social Media
Surfing” is a naming for the list of actions that had to be performed twice a week by all of us. This list
of tasks included: leaving comments and likes on tech-related posts, finding interesting accounts of
tech photographers who possibly can collaborate with Arc, and reposting related posts on stories.
This suggestion got a positive response, and “Social Media Surfing” is still an ongoing task for all
three of us.
Reflection on planning
When I was performing my tasks I always sticked to the deadline and never exceeded them. In terms
of budget, I was never given one, so I did not have problems with that.
Furthermore, I was obliged to update the whole team on my progress. I have a Daily Overview group
chat on Cliq (the business messenger used by Arc) where I post daily progress updates and write my
plans for the next few days. Making use of colleagues' feedback I developed a habit of organization of
my tasks in an effective way, so I could meet all deadlines and requirements.
28
Reflection on the supervision by the company supervisor
My company supervisor Niclas Bertelsen, the head of the Marketing Department, made an enormous
impact on my development. His feedback was always very helpful and informative. His behavior
towards me was kind and I never felt overwhelmed with tasks. We were talking to each other on equal
terms which also made a big impact on our communication and working relations.
Right at the start of the internship, Niclas gave me an extensive tour of the software used by Arc and it
was so detailed and presented informally, so I did not have any questions afterwards. Moreover,
Niclas taught me a lot of Photoshop skills and tricks that I find very useful in daily life.
29
References:
Business Wire. (n.d.). Business Wire. Retrieved June 17, 2021, from
https://www.businesswire.com/news/home/20200924005386/en/Apple-Accessories-Market-Report-2020Global-Market-was-Valued-at-USD-19.9-Billion-in-2019-and-is-Expected-to-Reach-Over-USD-27.4-Billionby-2026---ResearchAndMarkets.com
Clover, J. (2021, June 16). Apple’s 2021 Event Plans: New Products and Software Coming in 2021. MacRumors.
https://www.macrumors.com/guide/apple-event/
Compare countries. (2021, June 22). Hofstede Insights. https://www.hofstede-insights.com/product/compare-countries/
Industry vs. Sector: What’s the difference? (n.d.). Investopedia. Retrieved June 17, 2021, from
https://www.investopedia.com/ask/answers/05/industrysector.asp
Levinson, C. (2019, February 11). Types of Communication Flow. Bizfluent. https://bizfluent.com/info-8041258-typescommunication-flow.html
Mintzberg. (n.d.). Toolshero. Retrieved June 17, 2021, from https://www.toolshero.com/change-management/mintzbergorganizationalconfigurations/#:~:text=Every%20organisation%20consists%20of%20six,the%20ideology%20that%20characte
rises%20an
Mobile Protective Cases Market | Growth, Trends, and Forecast (2019 - 2024). (n.d.). Mordorintelligence. Retrieved June
17, 2021, from https://www.mordorintelligence.com/industry-reports/mobile-protective-cases-market
Marcus, J., & Dam, V. N. (2019). Handbook Organisation and Management: A Practical Approach (Routledge-Noordhoff
International Editions) (1st ed.). Routledge.
Ritchie, H. (2020, March 5). Coronavirus (COVID-19) Vaccinations - Statistics and Research. Our World in Data.
https://ourworldindata.org/covid-vaccinations
Studying in the Netherlands. (n.d.). Hanze. Retrieved June 17, 2021, from https://www.hanze.nl/eng/study-athanze/studying-in-thenetherlands/groningen#:%7E:text=With%20more%20than%2050%2C000%20students,2016%20and%202018
%20(Elsevier)
Tench, R., & Yeomans, L. (2017). Exploring Public Relations: Global Strategic Communication (4th New edition). Pearson
Education UK.
Valamis. (2021, April 13). 10 Types of Management Styles: Which One is the Best [2021].
https://www.valamis.com/hub/management-styles#democratic
30
Appendix 1
31
32
Appendix 1.1
33
Appendix 1.2
34
Appendix 2
Interview with Niclas Bertelsen:
1. What are the problems customers mentioned when received their
package?
-
A few clients sent me messages about the the packaging. They didn’t see the special lace at
the bottom of the package which is used to open it. They were attempting to open the
package simply tearing off the side part. Later on, we will add a special sticker on top of the
package to indicate the opening lace. Another problem was that customers had difficulties
properly attaching Arc Pulse to their phones. The problem is in the elastomer inlay which
serves as an impact absorber between your iPhone and Arc Pulse case and you have to
press the inlay carefully from the inside outwards to achieve an optimal fit and look. These
elastomers are a separate part of the case. We were trying to stick them utilizing various sorts
of gluing, but it ended up being a bad idea, because the production time rate increases as
well as the chance that elastomers get damaged by the glue. It was decided to make them
separate from the case itself after this. In iPhone 13 Arc Pulse model we will create a better
solution for that. Another thing about these inlays is that if applied on your device, it will
“polish” everything, including your phone screen, the rear of the phone ant etc. The damage
you get from this is not covered by any type of insurance, that is a real problem even though it
is mentioned in the product documentation and on the policloth as well. It is written as “Arc
Pulse case policloth” and in the documentation it is mentioned as “Arc Pulse Titanium comes
with a pair of premium diamond policloth. Warning! Always remove your Arc Pulse Titanium
from your iPhone before using the policloth. Do never use the policloth on your iPhone or
other devices.” And one client still made this mistake. All of these problems are definitely
worth mentioning in the unboxing video.
2. Do you have any suggestions regarding the best way how to attach Arc
Pulse?
-
As I said earlier, the best way is to press the inlay carefully from the inside outwards. I can
show you how it's done before the video shooting, but I think it is also personal. Different
people wear clothes in different ways and one t-shirt could have hundreds of ways of
wearing. In the end, the main idea is to make it look esthetically pleasing to your eye without
inlays that stick out from the case.
35
3. In your opinion, which problems have to be mentioned in the video?
-
This is the unboxing video, so every problem has to be mentioned. Maybe the policloth
problem can be even a separate video, depends on your vision. I wouldn’t mind to make it as
an additional video… Dan… this is your new task, hahah.
4. Do you think that description of the video can be used as a tool for
delivering problem solution/warning to the customer?
-
The description of the video is a description of the video. If you want to include/ address the
problem it can be less effective in the description then presenting it visually.
Interview with Moritz Angermann:
1. What are the problems customers mentioned when received their
package?
-
I am not fully familiar with customer feedback from IndieGogo, but I can share my
observations regarding this. I maintain communication with the retailers and they provided us
with complex feedback regarding “Customer experience”. When I delivered 8 samples to the
local store, they [retailers] mentioned the problem with the opening. I overheard your
interview with Nicolas and the problem remains the same. People don’t see the lace that
opens the package even though it is specially designed to stand out. Another issue that was
stated was the problem with attaching the Arc Pulse to the phone. The instruction is
presented on the back, but people don’t seem to pay attention to it. I think that video
instruction would help to improve customer experience both with opening the package and
attaching the phone case to devices.
2. Do you have any suggestions regarding the best way how to attach Arc
Pulse?
-
Personally, I use my iPhone 12, but as a product designer I can advise to follow the instruction
on the package itself. From our side we can try to make it stand out and educate our
customers.
36
3. In your opinion, which problems have to be mentioned in the video?
-
The most important aspect that has to be mentioned in the video is the instruction to attach
the Arc Pulse to the device. Since the amount of Titanium case sales is much less than the
black aluminum version which doesn’t require the polishing cloth. As Niclas said, you can
provide us with the concept of the policloth implementation video later.
4. Do you think that description of the video can be used as a tool for
delivering problem solution/warning to the customer?
-
If this description is mentioned on every social media platform it can bring its value, it is a nice
addition to the instructions. We provided our customers with instructions in the package, on
the package and on the policloth itself, but there are still several misunderstandings present
and they have to be communicated properly.
37
Appendix 3
YouTube Link: https://www.youtube.com/watch?v=g7L1VLiFsFk&ab_channel=Arc
Arc’s Official Website Video Link: https://www.arc.enterprises/howto
38