ELURA Founder and Former BAT Design Head Jonathon Lister Speaks at 2Firsts Global NGP Rethink Forum

【By 2Firsts, from Shenzhen】On the morning of July 25th, the "Global NGP Rethink Forum" organized by 2Firsts and consulting platforms in the global new tobacco field was officially held in Shenzhen. The forum, themed "Rethink. Redefine.", brought together heavyweight domestic and foreign guests from the fields of design, products, compliance, marketing, branding, and scientific research to discuss the future development path and innovation direction of the new tobacco (NGP) industry. The seminar was divided into morning and afternoon sessions, covering core topics such as redesigning design and consumer experience, the international exploration and cross-border cooperation of Chinese-style cigars, and new markets and marketing strategies.

Jonathon Lister, founder of ELURA and former design lead (product and user experience) at BAT, attended the morning session of the "Design Refactoring and Consumer Experience" forum and participated in a special panel discussion.

In his keynote speech "Rethinking the Design of Next-Generation Tobacco Products," Jonathon systematically reviewed his experience in the field of HNB product (THP) design and deeply analyzed the key design trends and challenges facing current THP product design. He suggested that design is no longer just about aesthetics, but also about functional expression, user connection, and brand trust.

Jonathan emphasized that in the context of the rapid expansion of the global NGP market, consumer expectations are continuously increasing and the regulatory environment is becoming increasingly complex. In such a broad context, design is not simply about visual presentation, but must become a tangible vehicle for strategy, and a crucial aspect in transforming vision into user experience.

Building on this, he further elaborated on four key design considerations:

Purposeful Geometry & Tactile Design: Product design should focus on clarity and care, rather than excessive decoration. Through product form and interaction, it intuitively conveys the safety, high-end quality, and ease of use of the product. For example, the elliptical profile and intuitive user interface design of GLO products invisibly enhance user trust.

Material Circularity and Sustainable Thinking: This have shifted from being optional to essential. Jonathon suggests actively exploring the use of recycled polymers, modular structures that are easy to disassemble and repair, as well as adopting digital instructions in place of paper manuals to reduce environmental impact. This transparent design approach expresses the brand's commitment to environmental and social responsibility.

Smart user experience and connected systems: Digital integration is the future trend. Products should be able to self-adjust based on user habits, providing seamless, invisible technical support, such as automatic device cleaning and automatic locking based on usage patterns. He uses Tesla as an example, pointing out that its "build apps and ecosystems first, then provide cars" model is far more integrated and user-centric than traditional car companies.

Emotional Design & Personal Touch: In an increasingly crowded market, emotional connection is key to brand differentiation. By offering limited editions, collaborations with artists, or customizable appearances, brands allow consumers to see themselves in the product, facilitating a deeper connection and ultimately fostering lasting brand loyalty.

Looking ahead, Jonathon pointed out several important opportunities for the emerging tobacco industry, including building a meaningful product portfolio to meet diverse consumer demands, advancing the synergy between consumables and heating technology, transforming individual products into a broader experiential ecosystem, injecting cultural sensitivity to achieve emotional resonance, and most importantly, designing with responsibility and trust in mind.

He emphasized that only when safety and sustainability are internalized as core elements of product design, rather than add-on decorations, will consumers reward with loyalty.

Additionally, Jonathon participated in a panel discussion as part of the workshop, where he shared profound insights on the topic of "How to approach e-cigarette innovation" and addressed core questions from the audience about the evolution of new tobacco designs and user demands. He engaged in conversations with other panel members on topics such as innovative driving mechanisms in the new tobacco industry, design strategies, and compliance challenges, demonstrating a deep understanding of industry trends and forward-thinking judgment.

He pointed out that design is not just the combination of function and structure, but also a response to human nature. In order to make products feel warm, have emotional appeal, and have a distinctive narrative logic, it is possible to pave a longer path in the "material stacking era".

Jonathan's inspiring speech provided a profound and forward-looking framework for the audience and industry professionals present, emphasizing that design is no longer a supporting role in the wave of transformation in the emerging tobacco industry, but rather a strategic driving force for innovation, market success, and sustainable development. His insights offer valuable insights for the future direction of the NGP industry.

In the future, both 2Firsts will continue to drive high-quality conversations across regions, categories, and ideas, injecting structural insights and executable solutions into the new tobacco industry, collectively promoting high-quality industry development.

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