Redesigned use : a designer's dilemma

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      <subfield code="a">In this study the marketing of a new design for a current product turns out to be problematic. The product concerned is a one-serve coffecreamer cup. The novelty of the design concerns the method of use: the nwe method design is meant to prevent the frequently experienced spilling of coffee milk. However, existing user habits appear to be strongly adhered to, with the result that familiar actions spoil the benefits aimed at. Radical steps in redesign may be realizable here only if accompained by due attention in the marketing process to the new features, in order to dissociate users from fixed habits</subfield>
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