How I used community-based platforms to improve my product designs with my customers.
English version - Chinese version
As a marketer for many years, one of the best lessons in my career development was using crowdfunding platforms to start my own business. The steps in which I created my product were highly influenced by these types of platforms. As I am getting ready to start my next Kickstarter project. I want to share some insights into how I leveraged crowdfunding platforms to prototype and get some initial product design ideas.
The newest jacket that I am launching is the reboot of another successful project I launched nearly 10 years ago. From that success, I was able to get responses from customers about the product directly on my product page. This allowed not only me to continue the conversation of my designs, it also allowed my other supporters to contribute as well. This level of transparency stepped up my game in having my ducks in order when I was producing the first batch as well as the redesign of this new jacket.?
It's this level of transparency that helped me rethink CRM systems that are not only about promotions but also a method to tell the story of the products to potential loyal customers. I find this level of conversation is not easy with corporations and the existing CRM technology doesn't lend itself to have this level of engagement with customers.?
? Kickstarter and IndieGoGo give high priority in making sure you have a head start on your email listing with a preview link. https://www.kickstarter.com/projects/enthousis/the-traveler-jacket
? Regular updates are encouraged but also this gives you a chance to get creative with the message. I have used this to give more color choices and additional products that can be added as a stretch goal.
? Creators can also give additional background info for the concept of the design and updates on production.
All of these ideas give access to customers that is inclusive of the development of the product and campaign.
In my last post, I mentioned the importance of storytelling in the context of service. I believe in my experience in both crowdfunding and corporate work this is a growing trend that helps brands cut through the clutter in the sea of sameness.??
What do you think of my new product and my own crowdfunding story? Please leave a comment and thank you for following.
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Topic：如何利用社群平台改善產品設計並與客戶互動
作為一名擁有20多年跨國經驗的行銷主管，我職業生涯中最寶貴的經驗之一，就是運用群眾募資平台來創立自己的事業。我在開發產品的過程中，這些平台對我的影響深遠。現在，我正在準備啟動我的下一個Kickstarter項目，因此想分享一些我如何利用群眾募資平台來進行產品原型設計，並獲得市場初步驗證設計概念的見解。
我即將在群眾募資平台上推出的最新款夾克，其實是我近十年前成功推出的另一個項目的延續。當時透過這個成功的經驗，我能夠直接在產品頁面上收到客戶的回饋。這不僅讓我能持續與顧客交流我的設計理念，也讓其他支持者能夠一同參與討論。這樣的透明度讓我在首次生產和重新設計這款夾克時，都能夠更加精確地掌握每個環節。
正是這種透明度，讓我重新思考了顧客關係管理系統（CRM）的功能。因為群眾募資平台，不僅是推廣產品的方法，更是一種向潛在顧客講述產品故事的手段。我發現，在大型企業中，要達到這樣的對話水準並不容易，而現有的 CRM 技術也無法實現如此高質感的客戶互動。跟你分享三點重要心得：
所有這些想法都讓顧客能夠參與到產品和項目開發的過程中，增加了他們的參與感。
在我之前的文章中，我提到過在服務情境中，講故事的重要性。根據我在群眾募資和企業工作的經驗，這已經成為一種日益增長的趨勢，有助於品牌在同質化的市場中脫穎而出。
你對我的新產品和群眾募資故事有什麼看法呢？請留言告訴我。
對如何運用群眾募資平台行銷，有所疑問的話，歡迎寫信給我。我亦有提供企業內訓課程。