Twisteroll for Tupperware

Resear ch+Desi gn

TUPPERBABY D i p l o maP r o j e c tr e s e a r c h d o c u me n t a t i o n +D e s i g n

2014 TUPPERBABY Samr udhi iPal shet kar

Samr udhi iPal shet kar © Copyr i ght

f ort henextbestt hi ngi nt he babyandki dsmar keti nI ndi a f orTupper war e

SAMRUDHI IPALSHETKAR

Samrudhii Palshetkar 2014 ‘Tupperbaby’- Tupperware © Copyright All right reserved.

No part of this project may be reproduced or used in any form or by any means without prior permission of the author.

This project has been completed as a part of Tupperware and fulfils the requirements for my final graduation project at Srishti School of Art, Design and Technology

“Making Tupperware the quintessence of baby-care”

Diploma Project Documentation 2014

Acknowledgement I would firstly like to thank ‘Tupperware’ for giving me this oppurtunity to develop a new range of baby products. It is an honour to work for a company which renown for it design and dependability.

The work I did for Tupperware during my Diploma Project stands on a foundation that was enriched by the faculty of Srishti and Mrs Narayanan throughout my years since foundation in Srishti School of Art, design and Technology.

A heartfelt thank you to my faculty and mentors during this project , Janak Mistry and Beena for being a contant unshakable force behind the project. You nurtured my ideas, challenged it and stood by it as it struggled to push its boundaries. You constantly encouraged me to take my ideas to the next level.

I would also like to thank all the helpful people at the ‘Tupperware’ manufacturing unit, who very patiently took us through the entire backstory of the making of tupperware products. I learnt so much from you which helped me tremendously to bring my ideas together.

Lastly, A warm thanks to my parents, my brother and my grandparents for their undying love, support and concern throughout the project.

Contents

01 Understanding the brief.........................................01 02 Design Intent.........................................................02

Research Phase

03 Vision Statement...................................................03 04 Problem Statement...............................................04 05 Design Process......................................................05 06 Word association map..........................................07 07 Feeding skills timeline...........................................09 08 Stakeholders.........................................................11 09 Secondary Research.............................................12 10 Tupperware factory visit.......................................13 11 About Tupperware.................................................17 12 Competitive analysis.............................................18 13 Market research.....................................................19 14 Primary research...................................................21 15 Key Insights..........................................................25 16 Opportunity spaces...............................................27

17 Independent Eating..................................................33 18 Who is it for?............................................................34 19 Why independent eating?.................................... ....35 20 Observation and painpoints.....................................36 21 Conceptualisation....................................................38 22 Narrowed down concepts........................................39

DesIGN PHASE

-Beginners independent eating kit..........................40 Bowl and spoon.....................................................41 Fun Sippy Cup.......................................................42 23 Final Concept- Twisteroll........................................45 - Observations and paintpoints..............................47 - Insights................................................................49 - Oppurtunity space................................................50 - why roti rolls?........................................................51 - Initial Ideation........................................................53 -Initial mechanism..................................................54 -Further Ideation and analysis.................................55 -Twisteroll use..........................................................57 - Preparation scenario..............................................61 -Mechanism Ideation..............................................63 -Technical drawing.................................................64 -Prototype...............................................................65 - Renders.................................................................67 - Features................................................................70 - Use scenario.........................................................78

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RESEARCH Phase

Understanding the Brief The project aims to explore products or services for children between the ages of 0-4 years through a human centric approach. The direction of the project is for the Indian market in general and for young urban Indian millennial parents in particular.

Although Tupperware has products in this segment, the substantially growing market requires uncovering new areas and concepts in order for Tupperware to become market leaders in this sector.

FOR BABY PRODUCTS (0-9 MONTHS) They want to focus on products with penetrative low cost pricing and competitive advantages such as ease of use, cleaning, and sterilizing.

FOR THE TODDLER SEGMENT (9 - 48 MONTHS) The interest is around the drivers for the parents’ purchase decisions such as cost,cleaning, storing, on-thego and ease of use for adults and kids.

Tupperware is interested in achieving the above by: • Simplify the process of using child care products for an upper-middle class consumer.

• Establishing and increasing product offerings in this category.

• Amplifying brand trust.

Designs need to be focused around simple usage, functional relevance, wow factors, a credible demonstration, design story, latest technology, appropriate results along with relative affordability.

The underlying aim is to ‘genuinely making things better for the caretakers.’

1

Design Intent Tupperware is a renowned and trusted name in Indian households for its quality assurance and young Indian Gen Y parents want nothing but the best products and services for their little ones hence I intend to make Tupperware synonymous with childcare in India through my human-centric approach towards product design.

During my IBDP programme, I worked on a series of artworks for my visual arts subject. I themed it around ‘mother and child’ and tried interpreting the emotions- physically, emotionally and physically- of a motherhood.

I now have this opportunity to translate my understanding of this focus area into products which will ease into a Gen Y parents life making parenting feel effortless.

Child care can be a bit overwhelming especially for new parents and I hope my design can give them a helping hand and assist them through their busy lives as happy parent’s means happy children. I will take into account the rich ethnography and cultural practices of parenting in India while designing my products.

Through this project I hope to understand and learn the different aspects of working on a real time project with an Industry. Through various design thinking processes,I will develop ways of working and executing work professionally. I will learn how to handle a project with sensitivity and awareness. I aim to understand the nuances that need to be kept in mind while designing for particular focus group ( baby care segment)such as selling points and drivers for buying a product.

Through my product I intend to make a child a good eater wherein the child enjoys mealtimes as there is nothing more satifying to a mom than to have her child eat well. I hope to make the next big thing in baby care market, which aligns with Tupperwares design values to give the mom’s a trusted tupperware product for their little ones.

2

3

Design Process In order to stay on track, I decided to follow a process to acquire and assimilate our data. This helped systematically lead us towards our spaces for design opportunities.

4

VISION STATEMENT ‘Make Tupperware the quintessence of baby care’

5

Problem Statement Creating fun and smart solutions for the Indian urban millennial parents and their children (0-4 years), in order to help them balance a hectic lifestyle, while keeping a tab on the child’s nutrition and making them adjust to the dynamic food habits.

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7

Word association map To understand the realm of baby care, we created a word association map based on our general knowledge which led to our main areas for online research.

The map was roughly divided into three categories: • CHILD DEVELOPMENT • CHILD CARE PROCESSES • PRIMARY STAKEHOLDERS • PRODUCTS RELATED TO FEEDING

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0-6

Natural ability to root, suck,swallow and gag

months

9-12 months

12-18 months

6-9

months

Can grab pieces of food with palm.

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9

9

Use of pincer grip to pick up food.

Can slowly be introduced to holding a spoon and understanding angle of spoon.

Begins rotary chewing to move food around in mouth.

Able to curve lips around rim Introduction to sippy cups/glass

Feeding skills timeline

18-24 months

Points and reaches out for food.

Shows interest in what you are eating.

Improved gross motor skills to hold.

Fewer spils.

36-40 months

40-48 24-36 months

Can swallow liquids without sucking.

Chewing with lips closed.

May play with food or throw food.

months

10

spoon skills improve.

Better fine motor skills.

Needs entertainment while eating.

Picky about food

Can self feed.

Can open own tiffin box.

Better at holding cup.

Continues to polish meal time skills.

Look at other kids and eat

Who are we designing for?

Other toddlers

House-help

PRIMARY STAKEHOLDERS MILLENNIAL PARENTS

school

SECONDARY STAKEHOLDERS

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Grandparents

Shopkeepers

PRIMARY STAKEHOLDERS MILLENNIAL PARENTS

+The millennial generation is better educated, more accepting of multiculturalism, and more civic-minded than their predecessors. They move around a lot, from job to job and city to city. +Being a yummy mummy. is a trend. They are fit and active as if they never went through pregnancy and the child becomes an accessory. +There is less gender based bias on carrying out certain duties. Its okay to be a stay at home dad and a working mom. +Most of the generation Y has lived in a traditional way and seen the beginning of mobile phones and computers in homes.

They saw the internet come in and yet had their roots deep.

Their methods of upbringing are a mix of traditional and modern. +They are dedicated to sustainability but represent the fastest growing consumer segment of luxury goods. They are more spenders than savers. + They embrace the motto that it’s perfectly ok to be imperfect. + The brands that win with millennial parents often help them feel better about themselves through purchases and brand engagement.

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Comprehensive DATA Secondary Research CONCERNS AND VALUES

Traditional Beliefs

Babies are attracted to bright colour, angles, curves and objects which refract light.

+Honey was used to form ‘om’ on babies tongues.

This is unhygienic and has a choking hazard since the honey is thick. +Milk is wholesome food till child turns one Milk lacks Vitamin C and Iron. If children are weaned before six months they could become anaemic. +Ripe banana should be first solid food Cereal made with ground rice is ideal, then banana can be introduced. +Children find it difficult to adjust to breast feeding if they have been bottle fed first. +Milk bottles should be covered while feeding in public +Paladai can be used to feed young babies instead of breast feeding.

Paladai also helps prevent colic.

They are very visual and vocal and like playing with loud objects The noise of some rattles, squeaking, and musical toys can contribute to hearing damage.

Toys should be large enough at least 3cm in diameter and 6 cm in length so that they can’t be swallowed or lodged in the windpipe.

When checking a toy for a baby or toddler, it should be strong enough to withstand cheing.

A toy or product shouldn’t be too loud for your child.

The products should be easy to clean.

Product should be intuitive and easy to use.

Drivers COST FUNCTIONALITY AESTHETICS EASE OF USE TECHNOLOGY CLEANING AND STORAGE QUALITY AND SAFETY ON THE GO STYLE TRUST IN THE BRAND

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Tupperware Factory Visit (dehradun) At the Tupperware Factory located in Dehradun we learnt about the various kinds of plastics they use and what kind of manufacturing processes were used. They also took us throught the process of testing their products for for strenght, colour, etc.

They took us through the history of Tupperwares and all its beliefs and values.

We learnt about the marketting aspect of Tupperware and the process of selling.

A lot of doubts we had regarding our ideas were cleared after this visit.

I had a few ideas of the direction in which I wanted to go and this visit helped me narrow down according the the possibilities of manufacturing.

After visting the factory, I got a clearer picture of what kind of designs would align with tupperwares values and what is possible and what isnt.

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Insights from the factory visit “Look for small details that make life easier”

“Consumers often say one thing

“Every part should have a

and do another, try and find out

function, if there isnt then it

things thats people wont tell you”

should not be there”

“Subconciously changing

“Unexpected needs from

consumers behavioural pattern”

unexpected areas”

-MR NITIN MALHOTRA

-MR RAGHU

Product Head, Tupperware

Quality Head, Tupperware

(India)

(South-East Asia)

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Beliefs & Values

Design language

+Think global.Act local. +Lifetime warranty +Demostratability +Relationship based selling +Trust +Reduce energy consumption +Enlighten.Educate.Empower +Reduce food wastage +Save time, space, money +Safe, non-toxic, color safe +Earning oppurtunity for sellers

+Bold colours +Rounded edges +Every part has a function +Bold and beautiful +Ease of use +Colours depends on its contents +Simple +Global appeal

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Competitive analysis In order to observe the existing child care products in the market, we visited local and branded baby care stores. Through our exploration, we came across products with the following features.

Top Brands

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Market research liquid carrying RELATED Sippy cup with straw and closable lid

pop up sipper with grip

Bite valve for leakfree usage

FOOD PROCESSING RELATED Multifunctional preparation kit

Textured bowl manual mashing

Manual puree mill

BOwl and plates RELATED Plate with attachable edge 21 for easy scooping

Plate with hollow base for hot water to keep food warm

Suction grip plates for independent eating

Anti-spill mechanisms in sippy cups.

FOOD PROCESSING RELATED Attachable to control flow of l iui d

Cleaning kit for baby products

Weightball to enable drinking at any angle

FOOD PROCESSING RELATED Spoon with s uee a l epur ee

Tiltled spoon for easy independent eating

Colour changing spoons to check tempreture of food

FOOD PROCESSING RELATED Designed to maintain vit C

Tilted bottle for gradual flow

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Bottle with a changable cap

PRIMARY RESEARCH Taking into consideration various demographic factors and regional variability, we conducted interviews to gain a first-hand perspective on baby care.

We compiled the data from our interviews through a psychographic analysis to create personas.

Joanna D’costa

Shweta Rao

Tejaswini Marwah

22 Interviews

NARROWED DOWN TO

3 personas

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PERSONA Two

SHWETA RaO 34 year old + Interior Designer + From Bangalore 2 children+ 40 month old daughter and 7 month old son + Lives with husband + Grew up in a traditional household in Chennai + Influenced by globalization and modern child care practices.

+Key Goals

+Key Attributes

Harsh has begun eating mashed

Shweta is slightly sceptical about

foods, and Maithilee is becoming more

buying plastics or child specific

inquisitive about what she eats. She

products but is comfortable using

tries preparing the children’s food in

them once she finds a reliable source

creative ways such as with colours,

. She alternates between using

shapes, and flavours. Her daughter

plastic products and products made

asks for T.V. and iPad while eating, and

of glass, ceramic or steel. Shweta’s

+Pain Points and Gaps

Shweta reluctantly lets her indulge in

purchase decisions are driven by

While travelling, she needs to carry a

these distractions.

the convenience with which she can

lot of products and wishes there was a

Shweta is currently on leave from work

achieve perfect results through the

more compact way to store or reduce

to take care of her son. Hygiene is a

use of a product.

the number of products to pack. While

priority when it comes to her children,

+Key Influences

on the go, Shweta claimed that she

especially Harsh. “Cleaning all these

She asks for her parents or in-laws for

requires products to help maintain the

kids products should be easy and

advice about feeding her children, but

temperature of milk or water for Harsh.

quick.” she claims. When she gets

prefers doing some research online

Maithilee recently started attending

back to work, she wants to be able to

to get valid answers. She needs a

preschool, which has restrictions on

prepare the children’s meals quickly

justified reason about why to follow

what Shweta may or may not send for

without compensating on consistency

certain food related practices. Her

her daughter’s meals. The school asks

or nutritional value.

upbringing affects her trust in the

to avoid sending liquid food as meal

available products.

times can become very messy.

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“Eating should be a fun activity, not just about nutrition.

Also allowing them to eat on their own develops their motor skills faster”

PERSONA Three

Joanna D’costa 32 year old +Advertising Firm + From Mumbai +24 month old daughter + Lives with husband + Grew up in an unconventional household + Care taker looks after the baby when shes at work from 9am-5pm

“I prefer convenience of a product rather than perfection, that way i can spend more time with her after work”

+Key Goals She wants dinner to be eaten as a family and hence wants Jia to try eating independently.

Joanna does not entertain her daughter’s tantrums, and doesn’t allow her with any technological distractions while eating. Since she cooks lunch in the morning before work, she is comfortable refrigerating the food, and reheating it in the microwave but not beyond 12 -16 hours of storing

+Key Attributes

+Pain Points and Gaps

She is extremely comfortable using

She wishes the process of preparation

plastic products for Jia’s food. She

could be simpler and faster. When she

believes in buying the best products

is at work, her maid is the one who

for her daughter and has bought

feeds Jia and does the kitchen cleaning.

several feeding related products

Joanna is very concerned about hygiene

specifically for her. Joanna relies on

for her daughter and has given the

the convenience of a product more

caretaker strict instructions regarding

than its perfection. Meal times after

cleanliness. She wants her daughter to

work are the most essential part

be able to transition from sippy cups

o oa asdayt ospe d ual i t y

to normal glasses. Being a person who

moments with her daughter. She is

loves to travel a lot, she is looking for

very ambitious and loves to travel and

solutions that are on-the-go, spill proof,

socialise.

a d hih a hel pi uikpreparation of food.

+Key Influences Her approach towards baby care is very practical and she doesn’t follow any traditional practices. Joanna tends to rely on their doctor’s advice for concerns regarding Jia’s food.

the food.

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PERSONA ONE

Tejaswini Marwah 28 year old + Home maker + From Jaipur 18 month old son + Lives with husband and mother in law + Quit her bank manager job + Has maid for other household work but only she and mother in law prepare kids food

“Feeding him is difficult for me.

It becomes a very strenuous and time consuming process.” she claims. She tries to gain Rohit’s attention by singing, dancing or playing with him in order to feed him.”

+KEY ATTRIBUTES

+PAIN POINTS AND GAPS

Tejaswini tries to avoid using plastic

They cannot trust their maid to cook

products. She does not buy any

food for her son due to concerns

products especially for Rohit and

regarding appropriate preparation and

prefers to use normal household

the possibility of misuse of expensive

equipment. She is a perfectionist and

kitchenware.

is immaculate when it comes to child

Tejaswini too has some reservations

care.

when it comes to using plastics due to her ill experiences in the past.

She faces problems with the regular

+KEY INFLUENCES Tejaswini’s mother-in-law plays a huge influence in terms of guidance and support for child care when needed.

KEY GOALS Tejaswini believes in preparing fresh nutritious food for Rohit for each meal. She strongly feels the

The mother-in-law tries to inculcate traditional childcare values, such as using a paladai to feed milk, using gutti to solve problems of colic and using

sized utensils while preparing food for Rohit as they weren’t designed to make baby food. She says, “ The mixergrinder makes a tremendous amount of noise and wakes him up from his sleep.

Additionally, it is too big for mashing baby food and most of the food gets stuck to the blades.”

need for products to be easy to

silverware to serve food in for the child.

clean since she faces issues with

“Feeding him is difficult for me. It the regular utensils at home, they do not becomes a very strenuous and time use plastic products to prepare food. consuming process.” she claims. She tries to gain Rohit’s attention by singing, dancing or playing with him in order to feed him.

spices and oils used in Indian cuisine.

As the mother-in-law insists on using

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Parents prefer products that have a usability value beyond the said age group.

Millennial parents want to simplify their lives with quick and easy preparation tools.

Products should be easy to clean and store.

Gen-Y parents prefer products that can be used at home as well as on-the-go.

Key INSIGHTS from research 27

Smaller, smarter and faster are key factors in purchase decisions for products.

Gen-Y parents want products that could engage their children and interest them in eating.

Parents want products that help prepare food in the right quantities.

Parents want products that might help their children transition to using normal sized products.

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OpporTunity spaces opportunity space

On the go

Transitional

Engaging Cleaning

Monitering Traditional practices Preparation

Primary research --> Insights --> Opportunity spaces

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Parents prefer feeding fresh hot food to their children while travelling “Even I would use containers that would keep food warm evenvvvv after 4-5 hours.”“I carry a camp-stove and a small cooking vessel to prepare fresh food for my children whenever I travel.”

Parents face issues with carrying bulky child care products.

“I cringe at the sight of parents pulling 50 things out of their bags and creating a maess while trying to feed the child. Its a circus, i dont want to be like that.”

On the go

Carrying liquid food while travelling becomes messy for children and parents.

“Schools don’t allow kids to carry wet stuff (dal) as it would become messy.”

Children who attend preschool find it difficult to carry and handle food containers.

“Some boxes have lids that need to be pressed tightly. Kids do not realize whether they have properly closed the box, which results in spillage.”

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Preparation Parents struggle to prepare food for each meal to avoid wastage .

“I want a mixer grinder that would prepare small mixer to prepare small quantities hygienically and quickly”.

Parents want to be able to use fewer steps to arrive at the same results while preparing food.

“To prepare Ragi, I had to wash, dry, roast, grind and mix it - which is a long process.”

Parents need to feel assured of a product’s cleanliness.

“Only the outer rim of bottles can be cleaned thoroughly. I am never sure if the inside is clean enough.”

Cleaning

Engaging Parents claim that children like to play with their food while eating which ends up being a messy process.

“My daughter used to throw the food and then eat 31 it from the floor.”

Parents wish to strike a balance between feeding and involving the child.

“I have to make her act like a train to make her eat food.”

Monitering

Parents want to make sure that their children are given the right amount of nutrition during meal times.

“She never wants to eat proper food during lunch. Whenever she is hungry she only asks for chips and biscuits. I don’t know how to explain the value of healthy food.”

Parents wish to control the consistency of mashed food.

“Getting the right consistency is not easy as we have to keep adjusting it as she grows.”

TRANSITION

Parents want their children to intuitively transition towards using everyday products.

“He had trouble moving from a nipple bottle to sipper.”

Parents wish to maintain the temperature of food while feeding.

“I have to keep re-heating her food at least 3 times in the duration of one meal.”

Transition

Parents want their children to try eating independently.

“He is taught to open his own tiffin in school.”

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Parents want to be able to prepare meals while keeping in mind the growing needs of their children.

“As he grows I have to follow different processes for different consistencies.”

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DeSIGN Phase

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NARROWED DOWN OPPORTUNITY SPACE

INdependent Eating

REVISED PROBLEM STATEMENT Facilitating the

process of transitioning a child to eat on his own, while

reducing the mess created yet allowing the eating process to be

fun, smart and playful.

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CARE-GIVER + Millennial parents who have a busy and hectic lifestyle. + Who want to encourage independent eating. + Buy toys to improve motor skills. + Mother wants to resume working soon. + Want the best for their child and are willing to compromise on own needs.

Primary Stakeholders

Who is it for?

Toddlers + Who are dependent on their care-giver for feeding. + Fussy eaters + Make a mess while eating + Who are going to start play school soon. + Kids who need constant distraction while eating.

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“ I have to involve myself with full attention while feeding her otherwise it takes more than two hours to eat.”

“They have to eventually learn to eat on their own in playschool” “She only eats from my hand so its difficult to go out”

“Indian food is nutricious but I cant give it in play school because it gets messy and tedious.”

Feeding takes a long time Encouraging Independent eating

Why

Indian homecooked food easier to eat

Independent eating?

Construction distraction & engaging

Improve motor skills Reduces Mess yet fun and playful “I try to buy toys which help her develop her motor skills.”

“ She has started throwing food around while eating as she is getting more active, but as long as she eats I am happy”

“It is important to engage all their senses while they are eating”

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“She watches cartoons or listens to songs on the ipad while eating” “Too much distraction makes them concentrate more on the activity rather than eating.”

ll

Observations and painpoints Independent eating

Pain point: It is still difficult to eat and subzi falls out and gets messy.

They leave out the nutrious subzi and eat only dry roti.

Like to play or be entertained while eating.

Prefer eating roti and subzi as a roll so that the vegetables dont bother them and its easy to eat

Prefer eating finger foods that are easy to grab and eat

Huge mess to clean up for mom after they eat

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Difficult to eat roti and subzi so they leave out subzi which is very nutricious

Difficult to eat dal and rice

FUN STRAW CUP Eat better and faster when eating with another siblings or friends

Current Scenario

Eating habits 28 August 2014 13:13

Find it difficult to understand the angle of spoon.

Mess is created in the gap between plate and mouth

Difficult to have liquids or semi liquids with a spoon

conceptualisation Page 1

Accidental spillage while reaching out for things

Require a feedback to know that tiffin is closed properly

Tend to push or turn plate around while eating when younger

Difficult to ko keep sippy cup back on the table after drinking

Tend to use both hands and spoon while eating

Throw food on the floor while eating

39

Inherently reducing the amout of mess created

Eating home cooked indian food independently in playschool

Conceptualisation Independent eating Fun, playful and smart

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Eating independently with reduced supervision

NARROWED DOWN CONCEPTS Independent eating

MAKING INDIAN FOOD EASY TO EAT

BEGINNERS INDEPENDENT EATING KIT Beginners

1

Spoon

BEGINNERS PLATE AND SPOON

2

FUN STRAW SIPPY CUP

FUN STRAW CUP

Beginners

PLATE 42

3

TWISTER ROLL

1 PLATE/Bowl

concept ONE current scenarios

The plate is an essential part of the eating process. The current plates are not equipped to eat indian foods like dal and rice easily for toddler in the Indian context. It also very easy for the child to topple over the plate while eating.Scooping from a plate getsdifficult hence the mother prefers feeding the child.

Ideation Beginners

PLATE

Plate with removable layers to give child a sense of accomplishment as he becomes a better eater.

This plate consists of a spill-catch,extended bowl for easy scooping, plate and a suction cup at the bottom.

Goal-oriented activity

Bowl with a suction cup and attachments to keep everything within hands reach.

The idea was to make it like a food station.

Beginners

PLATE A bowl with a inner grooves to help scooping and easy mixing of dal with rice.

It comes with a suction cup attachment at the base which can only be disengaged by the mother.

A plate which converts into a lunch box.

The lunch box has one main compartment and 2 slidable compartments on the top which are designed keeping in mind the different kinds of Indian food.

Beginners

43

PLATE

Rough Protoypes

44

1 SPOON

concept ONE current scenarios Holding a spoon can be very tedious for toddler. Currently the spoons that are available in the market are too long for them causing leverage problems.They also require a soft tipped spoon for their sensitive gums.Understanding the angle of holding the spoon is another challenge.

Beginners

Spoon

Ideation Spoon with raised sides to prevent spills

Interchangable spoon mechanism

Triangular grip for easy holding Silicon spoon in which Beginners you can insert fingers to Beginners Spoon Beginners understand angle of holdSpoon ing the spoon

Deep spoon with small opening for liquids

Spoon

45

Rough Protoypes

46

2 Fun straw sippy cup concept TWO

current scenarios

FUN STRAW CUP

Current Scenario

When toddlers are eating, very often accidental disasters are caused while reaching out for it.

Also, when a child is playing the sippy cup gets left behind on the floor causing leakage. Hence, the fun straw sippy cup closes the gap between the mouth and the drink and straws are always fun!

FUN STRAW CUP Promotes independence

features Closing gap between mouth to drink

Clips onto baby

Retracts when discharged

Prevent accidental disasters while reaching out.

Strong suction

Prevent spills

47

FUN STRAW CUP

FUN STRAW CUP

ideation

48

after using fun sippy cup FUN STRAW CUP

If clip disengages due to movement

Rough Prototype

Straw automatically retracts

Possible scenarios Suction to floor

scenarios

Eats on floor

Bottle is attached to child

Eats on Highchair

Outside home Straw cup attached to tray

Supportive handles with grip

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Direction after feedback BEGINNERS KIT TO INDEPENDENT EATING -Choose one concept and ideate further -Research on contextual setting -Explore scenarios further -Ergonomics -Details -Materials

Jan-Hendrik de Groote VP Global Design Tupperware Brands

Girish Prabhu Director of UBD Innovation

TWISTEROLL

- Play Station for food concept was interesting - Spoons may not make a very big difference in independent eating.

-Needs further exploration -Sippy cup is removes too many errors,children need to learn to hold a cup.

Janak Mistry Principal Design Product and Retail Design

50

Warren Greving Director SLABS

-Loved the concept.

-Emphasize on why rolls?

-Change Mechanism completely -Look into cleaning aspect -Reduce no. of parts.

Beena Prabhu Experience Consultant

51

FInaL CONCEPT

52

Current Scenario Pain points

3 TWISTERROLL

concept THREE

Home cooked Traditional and Current Scenario nutritious daily Indian food-

Pain ROTI and points SUBZI

is difficult to eat for toddlers.

Home cooked Traditional and nutritious daily Indian food-

ROTI and SUBZI

is difficult to eat for toddlers.

Indian home cooked food is considered the most nutricious meal for child by the mother but eating it can be quite a task for the little ones as it can be messy to eat and difficult to carry to playschool. Hence playschools prefer a kids carrying dry snacks or plain roti to school which compromises on their healthy eating during school time.

53

Current scenario and Pain Points

practices

Current practices

Breaking the roti into smaller pieces

into pieces serving Currentandpractices Break into pieces

Pain Points Dipping roti indipping Break into Pain piecespoint:: dipping Pain the point::

subzi and eating gets messy. gets messy.

By the time they Pain point:: dipping reach school thethey By the time edges of the pieces gets messy.

By the time they reach school , the get hard, making the edges become hard reach school , roti the unpalatable

gets messy.

Bythey thedon’t time eat. they edges become so hard reach school , the so they don’t eat.edges become hard so they don’t eat.

Make it into a roll Making it into roll and giving so the subzi is hidden and its easy to hold

e it into a roll Make it into a roll

Pain point: It is still difficult to eat and subzi falls out and gets messy.

Pain point: It is still

Points Pain point: ItPain is still difficult to eat and difficultleave to hold They out the difficult to eatItsand subzi out and as the subzifalls might nutrious subzi and subzi falls outfalland out from the gets messy. eat only dry roti. end. gets messy. other Hence mother leave

leave aoutThey subzi and giveout the nutrious only dry roti with out theor jam. subzi and butter eat only dry roti.

They leave nutrious subzi and eat only dry roti.

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I normally roll the roti up with little dry subzi to disguise the subzi -Mrs Deshmukh

The playschool does not allow wet subzi and roti so I give dry subzi.- Mrs Mehta

I try to add some colour in the roti using grated carrots or beetroots so they eat it.

-Mrs Gupta

Insights on the Roti Problem

There are too many tiffins to pack, one for my kid with sandwhich as I cant give roti and one for my husband and one for me.- Mrs Jalalli

She prefers some Nutella, strawberry jam or cheese spread to dip the roll and eat.

-Mrs Sharma

The tiffin occupies a lot of space in the bag and leaks sometimes and its a hassle to open all the tiffins and close them in playschool

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Oppurtunity space Making Indian food (Roti and Subzi) easier to eat for toddlers.

Independent eating For LITTLE ONES

Twister roll

+ Reduces the amount of mess created + Easy to eat in school + New fun way of eating healthy to motivate them to eat + Easy to carry to school

Helping hand For MOM + Gives her satisfaction of giving Indian nutritious food to school + Helps child eat roti and subzi simultaneously without leaving one out +Doesnt have to feed for long hours and can do her own work + Doesnt have to prepare tiffin seperately for childs lunch

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TUPPERWARE

+ Possibly the next big thing in the Indian Toddler feeding products market. + Solves a regional needsmart tools for a smart life + Ease of use. + Alternate use for adults also-Lifetime warranty + Demonstration + Reduces food wastage + Bold design + Quality assurance

THEY HATE ROTI AND SUBZI BUT THEY LOVE ROTI ROLLS SO LETS GIVE THEM WHAT THEY LOVE.

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Paneer roll

Aloo methi

Jam and dryfruits roll

Vegetable roll

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SOMETHING NEW EVERYDAY PACKED WITH NUTRITION AND A BREEZE TO PACK AND PREPARE

RO

Initial Ideation

ROTI TWISTER Concept Sketches

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ROTI TWISTER Features

Initial Mechanism

OTI TWISTER Features

Lid

Hole to attach clip to bag

Compartment for chutney/dip

ROTI TWISTER Features Slide lock mechanism to attach multiple rolls

Screw mechanismPushing roll up

Rotating end to push screw up

Initial Ideation Rationale Current Problems

Directions for futher ideation

+ The screw mechanism in the middle should be avoided as it can be percieved as dangerous although it doesnt come out.

+ A new mechanism without any thing piercing through centre + Easy to clean + Easy for children to use + Easy to dismantle

+ The screw in the middle will have to pi eret hr ought hedr yl l ighe e i l l edi ul tt opr epar e

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oncept Sketches Initial Ideation and Analysis CONCEPT 1

I tried to imitate the deodarent stick mechanism to dispense the rolls but the there were too many parts and the screw in the middle could have been seen as a choking hazard.

The whole thing looked very industrial mechanism feel which had to be changed.

CONCEPT 2

Here I took inspitation from peeling of a banana . I used the ziplock mechanism on the sides to open as you eat.

The rings on the side meet together on the top to lock the two keys of the ziplock.

The concern was if food got stuck in the ziplock while sealing and if it gives a use and throw feel

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CONCEPT 3

This is a collapsible mechanism made with silicon which can be gradually shut as you eat it and it collapses into a small tablet that can fit anywhere into your bag occupying less space after the contents are over.

CONCEPT 4

This is a silicon tube with a piece inside which drives the roti upwards as you keep squeezing.

It has a string atttached which can prevent it from being a choking hazard.

CONCEPT 5

CONCEPT 6

A cyclinder with movable tab which drives the roti up as you eat.

This had a major flaw of a thing exposed gap which could cause leaks or make the roti cold.

This is a silicon pouch with a outer clip which acts as a driver to push the roti out.

It has a ziplock seal on the top to make it leakproof.

The flaw in this was that the roti might get squished inside or the clip wont be able to drive the roti out due to the rough texture of the roti.

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CONCEPT 7

CONCEPT 8

Here I tried to make the inner driver and the outer shaft into a screw to dispense the roti without having a very complex mechanism inside.

But the problem was that it would end up being very long for a child to handle.

Taking inspiration from concept 7 but having the driver handles on the outside which are collapsible when not in use to reduce the size of the twister and make it easier for children.

The handles could also act as a covering for the roll to make it more fall resistant.

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AGE GROUP 24 months +

Fun, Easy and mess-free !

‘Twist and eat’ 64

Twister

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roll

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Roll the roti Place the roti roll

1

Step

Prepare nutricious ‘Roti’ and ‘Subzi’ as usual

2

Step

Place the ‘subzi’ on the ‘roti’ and roll it up.

3

Step

Place the ‘Roti and Subzi Roll’ into your ‘Roti ‘Twisteroll’

No more spills in your bag ruining books!

Fun and convinient way of carrying roti and subzi to school!

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Preparation Scenario

Add a dip ReADY! Good to go!

4

Step Add some dip like cheese spread/ketchup/ jam in the ‘dip compartment’

5

Step

Put the cap of the twisteroll on and seal it securely

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6

Step Clip it onto the bag and your are good to go!

Narrowed down Final Mechanism Ideation

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Techincal Drawing of mechanism

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Prototype IN progress In the workshop, I made the body and the threading using existing water pipers and connectors.

I had to make a wooden piece as a cast for the innner part.

For the lid and base, I used Sun-boards as it would be easier carve out Iga ei ta i shedl ookusigsomespr aypait

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Twist up

Twist down

Main body with cap

Attachment for multiple rolls

Dip compartment

Workable Prototype I made a protoype to check the working of the mechanism that I had choosen for the twister roti.The prototype helped me realise the changes I should make in my 3D digital model. My directions from here were to increase the pitch and to change the attachment part on the sides.

Roti Twister with cap

Attachment for hook 72

Gripped base for easy twisting

RENDERS Using the software ‘Rhinoceros’, I made a detailed 3-D model to understand the techical details and dimensions. I looked at Tupperwares design language such as rounded corners, the colours and form and tried to i or por at ei tit omydesi g At er i shigmy D model in Rhinoceros, I used ‘Keyshot’ to render my pr odu t st ogiei ta et t er i sha dat upper ar e plastic feel.

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Materials

ELASTOMERIC PP +Excellent Flexiblity +Low temp. impact strenght +Environmental stress leads to cracking (exposure to excess humidity or sunlight) +good for sealing +Poor Stain resistance

POLYPROPOLENE +Low temp. impact strenght +Not for microwave use +Good clarity,stiffness,impact impact strenght at room temp. +Good for living hinges

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FEATurES Easy to Eat

a way to keep both, mothers & kids happy. >Easy to twist and eat. > Intuitive >Eat ‘on-the go’ >Fun and twisted way of eating roti >Vegetables are disguised >Extra dip is always more yummy > mix and match and play with colors >Less tiffins to carry to school >Reduces mess 76

> Encourage eating healthy

FEATurES Easy to CARRY Taking inspiration from the iconic tupperware botttle lid which is very easy to twist because of the stopper on the lid. I made a small hole in it to be able to attach your favorite coloured carabiner clip and attach it to your bag.

Since the roti and subzi is on the outside now, incase of any spills or leakages happen outside the bag preventing the contents of the bag from getting ruined.

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FEATurES ROTI GripTWISTER for easy twisting

ROTI TWISTER It r i ed ar i ousi t er at i o st o da goodshape ora r m gr i p hi l e easy twisting for a child.

The alshpe asheogo al i t hr ou ded orer sa d at surfaces for it to be easy to clean.

FEATurES Multiple rolls attachment It comes with an optionable attachment for multiple rolls incase you want to have more than one roll.

It is an easy slide in mechanism for you kids to use.

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FEATurES Dip Compartment I incorporated a compartment for dips such as ketchup, jam, mayonnaise.

During my interviews a lot of mothers mentioned about how they give a little dip which motivates the kids the kids to eat.

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FEATurES simple 4 parts

Fig.3 Fig.4

I tried reducing the no. of components as much as I could to make it easy to clean as hygiene is very important to mothers especialy when it comes to thier little ones.

The four components are: 1.The lid of the dip compartment.

2.The dip compartment with easy t oope si de ap hih es onto the middle shaft.

3.The outer shaft which has a helix which acts as a screw for easy twisting 4. The inner shaft which holds the roti and the middle movable part which carries the roti upwards.

Fig.2

Fig.1

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FEATurES colours

Sunkissed #5004 Raddish #2074 Margarita #6099 Salt water Taffy #7135 Popsicle #3044

For the colours I used the Tupperware colour pallete 2014-2015 to get the exact shades that could be available.

I made them in two colours to mark a clear distinction for the part that has to be twisted.

The middle shaft is clear pastic to be able to see through for assurance of hygiene.

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FEATurES Graphics For graphics on the middle shaft I tried working on the psychology of children and how they tend to eat when eating becomes a goal oriented activty or if they are i or meda outt he e e t s of the food.

POWERLEVEL

SMARTER

STRONGER

FASTER

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RACE BEGINS!

Use Scenarios

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REFERENCES DATA REFERENCES 0

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11 24

20110 1

01 101111 1 2 0 1

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10

021

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101 011

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Resear ch+Desi gn

TUPPERBABY D i p l o maP r o j e c tr e s e a r c h d o c u me n t a t i o n +D e s i g n

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