FRESH SAVER
PROJECT3 Product Design 10/10/2014 With Xiyu Wang Personal project
Midea company has long been producing refrigirators for families,but it wants something that different , with great potencial market.Thus we want to combine the innovation with heated social issue, cold-chain logistics.
BACKGROUND RESEARCH
CURRENT MARKET 1
2010-2013 Fresh market B2C turnover 100% 221% 150% 4.25
2010
2
10.5
285.7%
260
130
40.5
2013
# The unit is one hundred million yuan On behalf of the growth rate of the turn over
2013the share of online shopping food
#6.3% Fresh product accounted for the proportion of all online shopping food was 6.3 % .
3
Share of fresh e-commerce distribution
24%
Beijing
20%
Others
56%
Shang hai
Mature fresh ecommerce is distributed in first-tier cities, like Beijing&ShangHai .
HOWEVER THE TRUE FACTS ARE :
THERE ARE LOTS OF DEFECTS IN FRESH COLD CHAIN LOGISTICS OF CHINA.
1
COLD STORAGE CAPACITY
2
THE DAMAGE RATE
2
FRESH LOGISTICS FLOW RATE #CHINA & DEVELOPED COUNTRY
VS.
OPED
DEVEL
DEVELOPED
0,30+
Denmark & Australia’s cold storage capacity per capita was 0.3m³
VS
5%
Fruit & vegetable cold chain logistics flow rateis only 5 percent in China.
OPING
DEVEL
DEVELOPING
0,10+
China’s cold storage capacity per capita was above 0.10m³
5%
The dammage rate of agricultural and sideline products is 5%+ in developed country .
WHY THE GAP IS SO BIG?
15%
The dammage rate of agricultural and sideline products is 15%+ in China .
TO SUM UP, A TOTAL OF #3 SORTS OF REASONS.
#1
#2
#3
There is no specific transport fresh products equipment.Fresh transportation equipment are carton plus ice cube .
Today's fresh cold chain logistics in China,Courier delivery efficiency is low
E-commerce business’ of fresh product development in today's China is not mature enough.
12%
The cold chain logistic of meet flow rateis only 12 percent in China.
VS. #DEVELOPING COUNTRY
95%
Fruit & vegetable cold chain logistics flow rateis only 95 percent in developed country.
100%
The cold chain logistic of meet flow rateis 100 percent in developed countey.
FR ES H
LD O C
Customers place orders on Internt
Con firm ati on Express company receive orders
of r de or
Express company assigned Courier once again & customer take away the delivery
ing p p
ery eliv d the of
Courier put all the delivery into the car
Wait for the user to take the delivery The midway return to change ice
Courier drive to the destination
Assign ed c ou rie r
Courier scaned all the express delivery
Users does not appear and return
Ss hi
USER JOURNEY MAP
ISTICS G O L UN A CH
USER JOURNEY MAP - Fresh cold chain logistics Courier RATINGS
UESR STEPS Courier to receive the order
Scan goods &drive to the destination
The midway return to change ice
Once again drive to the destination
DLIGHT
User’s expectations have been very happy that the task was very efficiently.
SATISFACTION
Users have a clear mental model of the feature.
NEUTRAL
User can complete task with little to no hesitation or confusion.
DISTRESS
hesitation or confusion. to continue. User has little fears breaking sth.
FRUSTRATION
Catastrophic failure,user are unable to complete the task without support
PERSONA
SHUNFENG COURIER We track the entire process of a courier delivery. And plotted this journey map .
Once again drive to the destination
Wait for the user to take the delivery
Users does not appear and return
The next day drive to the destination
Wait for the user to take the delivery
The user take away the delivery
Waiting for the customer
PAINPOINTS& BRAINSTORM
Electricity fee
Fuel fee
midway return to change ice
lagging development
Low Rental marketifees zation The third party logistics
TIME
Regional unbalanced development
High cost Delivery frequency
Low efficiency
Information service is not sound
Low degree marketization
PAIN POINTS
Technical limitation
Security risks
Ice refrigeration Use ice frozen fresh express
Food security
Obsolete equipment
Safety of transport process Use the Ordinary plastic box
Fresh Food storage
Normal temperature logistics
Environmental pollution
No Fully programmed temperature
WHAT IS PAINFUL
1
2
3
4
5
6
PAINPOINTS IN THE LAST MILE. ,
We also find that these prolems are all because of the lack of professio nal equipments in cold-chain ligistics in China actually .
1
FOOD BECOME ROT Technology of storing food in delivery is not mature. So food are easy to be rot or got crushed.
2
CONSUMING OF ENERGY The power of the truck is supplied for both driving and refrigeration . Staff find it hard to keep balance.
3
FREQUENT DELIVERIES With the time limited,staff can each time and deliver all only load one parcel each time .
INSIGHTS CONCEPT
INSIGHTS The reasons mentioned are the main reasons that account for the severe situation in the last mile of the fresh logistics delivery . #INSIGHT01 : TECHNOLOGY Equipments used in the last mile lag behind and can’t meet the storing requirement , foods finally get rot easily. #INSIGHT02 : CAPABILITY The containers are just too small in size & won’t hold too many foods They have to bring several containers . #INSIGHT03 : SPACE DIVISION Each container can only hold one kind of food,so they have to carry several containers to deliver one order .
,
THEFINAL CONCEPT. 1
After analysising , we think shuold design a frofessional equipment.And this kind of facility shuold include these following factors below . And it will make a difference .
FRESH SAVER
2
3
#NO ELECTRICITY
#IMPROVE CAPABILITY
#FUNCTION DIVISION
Finding a technology that requires no electricity but is able to retain freshness of food for hours .
Improving the capability so that staff can deliver more parcels each time&reduce cost for delivery.
Division in temperature will let the food to be storaged in suitable & keep maintain freshness.
Fresh Saver
Only for fresh cold chain logistics
Fresh Savor fridge but needs no electricity which isdesigned for cold-chain delivery in the last mile . Fresh Savor measures about 160mm,100mm&70mm in height, length and width respectively.This is the suitable size to be put in vans.
Format Ideation
As for format ,we think we can refer to suitcase , because the structure of it can bear strong force .
STRUCTURE
HANDLE Covered with soft rubber material
HEAT INSULATION SHELL Made of alnuminium, with heat insulation materail inside
FRONT DOOR Made of aluminium, be opened when delivering parcels
MAIN DOOR With aluminium outside & plastic inside, be opened when loading parcls
SHELVES Made of plastic, are used to store parcels
HEAT INSULATION WALL Hinder heat insulation and let temperature increase upon 0℃
ICE GEL WALL Able to decrease temperature below 0℃
BACK DOOR Made of aluminium, be used to fix the walls
PRODUCT DETAILS.
Mr Pan Shuwei,the engineer from refrigiration department in Midea, advised us to use icegel bricks to provide refrigiration for food,which needs no electricity at all. And it will make a difference we believe .
FRESH SAVER #PT.01
DIVISION IN TEPERATURE
BLUE WALL<0 C
GREEN WALL>0 C
The blue wall will be inserted into Fresh savor so can decrease the interior temperature between -3℃and 0 ℃,which is suitable to retain freshness of meat&won’t become rot .
To store vegetables & fruits and other food,temperature has to be increased betw een 0℃and 3℃With green wall inserted,heat exchange will be hindered and temp erature will rise.
PRODUCT DETAILS.
The size of parcels can be divided into 3 kinds , each maximum size will be:25*15*5 in small size, 35*30*10 in medium size&40*40*40 in large size.
FRESH SAVER #PT.02
DIVISION IN INNER SPACE
SMALL SIZE
MEDIUM SIZE
LARGE SIZE
This mode can contain 12 small parcels that customers will always purchase online. Space is really enough.
This mode will be able to contain 2 middle-size and 4 small-size parcels that is often bought by customers.
This mode is capable of containing one largest parcel,which is not that frequently purchased by customers.
USING PROCESS .
Fresh Savor is able to deliver more orders than traditional ways of delivery. With division inside Fresh Savor, foods of different kinds will be treated differently and specifically.
FRESH SAVER #PT.02
#1:DIVIDE THE SPACE
#4:ADJUST TEMPERATURE
The staff has to divide the space of shelves based on the size and the amount of parcels that need to be delivered.
Then,the ice gel wall will be inserted to decrease the temperature so as to store meat.To store veget ablesand other foods , a heat insulation wall is needed to hinder heat exchangre and increase temperature .
#3:DEPOSIT PARCELS
#4:MOVE IT TO THE VAN
After the inner space of Fresh Savor become cold enough,the staff will deposit the parcels in it .
Finally the Fresh savor will be moved to thevan by the stuff & is ready for delivery.