Portfolio and strategy

Approaches to multiple products within a single portfolio

Portfolio and strategy – image 1

At Nokia I was a leading member of the team responsible for simplifying the portfolio from 150 unique products per year to a propositional approach, which aimed to allow customers to easily choose for their needs.

A structure was created matching easily articulated consumer benefits to a price structure.

Our aim was to switch to a propositional approach to allow customers to easily choose for their needs. Each product was very clearly differentiated in hardware — Our aim was to switch to a propositional approach to allow customers to easily choose for their needs. Each product was very clearly differentiated in hardware and key benefits, and the crossover between products was reduced.

The result was a very pure and clean portfolio using our Fabula design approach of minimal consequent design developed through deep understanding of manufacturi — The result was a very pure and clean portfolio using our Fabula design approach of minimal consequent design developed through deep understanding of manufacturing processes, which gave a bold graphical appearance complementing Microsoft's "windows phone" operating system.

At HMD we built from a blank canvas, looking to capture the historical strengths of Nokia and provide a differentiated, bold and unified portfolio.

Due to our unique partnership with Foxconn, we had access to the huge CNC capacity and supply chain, which allowed us to use CNC metal throughout the portfolio — Due to our unique partnership with Foxconn, we had access to the huge CNC capacity and supply chain, which allowed us to use CNC metal throughout the portfolio down to our lowest price points.

We worked incredibly closely with the engineering teams in Taiwan to ensure each product was optimised in every dimension, and that the component selections wer — We worked incredibly closely with the engineering teams in Taiwan to ensure each product was optimised in every dimension, and that the component selections were appropriate.

With the Nokia portfolio learning, I worked with the porfolio planning and marketing teams to ensure that our portfolio had a clear propositional driver for eac — With the Nokia portfolio learning, I worked with the porfolio planning and marketing teams to ensure that our portfolio had a clear propositional driver for each product line. This allowed us to develop long term technology plans, and prepare marketing far in advance of product completion.

We wanted our products to be honest, and natural, so to unify the portfolio we developed a colour scheme for the metal guided by natural metal shades achieved b — We wanted our products to be honest, and natural, so to unify the portfolio we developed a colour scheme for the metal guided by natural metal shades achieved by the tempering process.

By changing the finish of the material we were able to cover different price points, where High polish was more expensive, and matte was lower cost, and allowed — By changing the finish of the material we were able to cover different price points, where High polish was more expensive, and matte was lower cost, and allowed some reuse of any yield from the gloss. We also introduced unifying features, such as bright edge chamfers and unified approaches to all the external features, such as camera shape and position.

Our later products moved to more vibrant colours and accents, still taking the theme of natural ocurance, taking insiration from oxidiation.

The nokia 6.1 made use of the copper effect with ver-di-gris accents for a sophisticated and unique appearance.

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