identifying the jukebox as a social experience. This sparked the re-imagination of the jukebox as an entertainment hub with a distinct physical appearance and an extensive catalogue of venue-specific songs. The platform was devised to adapt to future digital services and the 26-inch touch-screen was turned sideways for collaborative song selection. The new product—Virtuo—sold out at launch in spring 2011 and TouchTunes shipped 4000 units that year. By mid-2013, Virtuo was in 10,000 venues in Europe and North America, reaching 100 million customers each month—30 million of them in the 21-24 age group. The new machines generate more than twice the industry average revenue for jukeboxes. The product revolutionized the international jukebox market, spurring increased customer satisfaction and driving higher revenue and profits for venues, opera- tors and TouchTunes. Today, the platform continues to support the rollout of new services desired by customers, such as photo booths and karaoke. Read more at www.frogdesign.com KEY METRICS FOR To get ahead of the trend and block rivals, TouchTunes undertook a design project. EXTENDED MARKET REACH The company has since measured the success of the product using: • MARKET SHARE • INCREASE IN SHARE OF WALLET • PERCENTAGE OF REVENUE FROM NEW PRODUCTS “Design allows you to step outside the space you occupy as a company and think more about customer goals than market segments.” VP, DESIGN Thomas Sutton Design is a bifocal activity for Thomas as he insists you need to try to see both the wood and the on extending trees. In this way, solutions can be created that improve people’s lives in small but significant ways. Originally hailing from New Zealand, he manages and mentors 30 creative professionals whose work market reach is particularly renowned in the healthcare field. He believes it is essential for people to embrace com- plexity and ambiguity in design thinking, but that success is measured in humanizing technology. BUSINESS VALUE OF DESIGN frogdesign.com | 08