Growing customer base is generally difficult for appliance industry for their stagnant consumer base. Here we are taking a different approach, compared to conventional corporate marketing, by looking at needs from our yet-to-be consumers.
target definition
locate the opportunities
What do we want to do?
(Now: stagnant consumer base)
CURRENT CONSUMERS GROW POTENTIAL CONSUMER
Peer review
(what do we not know?)
Consumer Insights
(what do we know about consumer?)
No idea
(what do we know about consumer?)
why do you not cook?
do you cook at home?
why do you cook?
why don’t young ppl cook?
(not-growing consumers?)
Or, do they?
(not-growing consumers?)
Young people on average watch more cooking shows than everyone else, and yet they cook less, and more poorly; we are the Foodie Generation but we’re not all that interested in making our own food.
-May12,2018
Literature review
(what do we not know?)
Yes, Millennials Are Staying Home To Cook. Here’s What They’re Making
60% of UK 16-34 year olds who cook like experimenting with new cooking trends, but many fail to master the basics ” “
Cooking Skills Gap: Millennials Lack Confidence in the Kitchen
New research from Sobeys Inc. drives company’s commitment to get Canadians cooking for Food Revolution Day
propose solutions how can we remove the road block?
1
it is like rocket science! (how not to get food poisoned?)
1
ASSISTED COOKING (how not to get food poisoned?)
Apply technologies what technologies do we have handy?
1
Connectivity Internet of things
2
i get no time for this (i don’t want to waste my time)
3
I dont have the setting “i already have a full kitchen”
4
cooking is not attractive (i don’t wanna look like my parents)
3 2 4
QUICK HEATING AND PRECISION
(i don’t want to waste my time)
BEING PORTABLE “i already have a full kitchen”
INSTAGRAM-ABLE
(i don’t wanna look like my parents)
2 4
INDUCTION INSTANTANEOUS
3
PERSONAL SPACE-EFFICIENT
Craftsmanship CE details
hollistic experience
THE
smart display for cooking enthusiasts
Understand the market, do one thing and one thing well.
background
As a late comer in the war of smart displays, KitchenAid is the last brand the market would expect. With the groundwork of Yummly acquisition and IoT development, identifying our key competencies and using them smart will determine if we can at least hold an unique spot in the “sea of the same”.
SEA OF SIMILARITIES
• Content browsing
• Video/audio conferencing
• Voice searching
• Sharp boxy designs
THINGS WE’RE GOOD AT UNIQUE FEATURE
• Home integration • Material application • Appliance connection • Form development
form development
quick to market
Decisions & compromises
days were all we had in order to finish product development and meet cost targets, a few compromises had to be made while key features were fought to be kept.
COMPROMISES MADE:
• Changed to single-shot injection molded housing
• Removed front camera
KEY FEATURES KEPT:
• 2 × front-facing microphones
• Ambient light sensor
• 2 × 10W stereo speakers
• Mute-speak button
• KitchenAid fabric tag
• IPX 5 waterproof
design management for mega projects
The combination of actions, timing, and compromises.
background
While designs in business units serve the purposes of attracting more consumers, managing design processes in large projects is a comprehensive process of balancing precision, delivery, and compromises.
Update EMEA’s 25-year portfolio with one project.
design management
maximized perfections
With 120+ components requiring different designs be completed with in 3 months, a design management/ tracking & a rapid prototyping systems were invented to document and expediate the decision makings.
context rendering design & presentation
background
After launching a successful predecessor nearly 10 years ago, the market is asking for an updated large-format food processor with new designs and functionalities. Differences this time are the asks for in-bowl storage and vertical integration of design languages.
While each component was carefully designed, together they serve the purpose of a one-of-a-kind IN-BOWL STORAGE solution.
All the accessories are well contained in a lift-up caddy sitting nicely inside the processing bowl, compared to common solutions using giant storage cases. more is more individualized designs
In-Bowl Storage Accessories
Dicing kit assembly
Reversible shredding disk
Adjustable slicing disk
Dough blade
Adaptor (lower)
Dicing cleaning tool
Storage caddy
Adaptor (upper)
Multi-purpose blade
all the functions, minimal footprint
how difficult it is to be the first?
Execute an one-of-a-kind design and carry it froward
While it is hard to evaluate how an unprecedented product line will be performing in the market, it is crucial, and difficult, to simultaneously pushing the boundary while retaining dated features already proven by the markets.
market background
A wide range of cordless products have been proven successful globally.
Introduced as one-of-its-kind products in recent years, products powered by batteries have been widely tested, accepted and proven successful across the globe ranging from screw drivers to semi-trucks.
A steady increase in the interest of battery-powered products has been growing over the past decade.
According to Google search summary, people’s search over “battery-powered products” has been steadily growing over the past decade.
Few choices for cordless appliances.
Searches of “cordless appliance” return few or no results on major retailer’s websites. White cordless small appliances are blooming on websites like Amazon.com, the minimal sign of cordless appliances indicates that major brands are plotting the next movement of cordless products in small appliance industry.
design strategy
simplify and unify
Merge details into the new & simplified design language
Remove unnecessary materials and lighten it up
Streamline curvatures with architectural details
3
most popular handheld products were selected for their
• easeofacceptance
•lowerpowerconsumption
•biggerratioofcordtosize
3
core requirements governing the designs include:
•simplifieddesignlanguage
•unifiedfamilylook
•improvedusability
market advantages
analyze and estimate
all the power you expect, without the cord.
providing a solution that is as powerful as a corded product, with clutter-free counter-tops and easy storage
next-gen Cordless
While speculation of battery power partially contributed to the first launch of cordless products, understanding the potential and limits of battery technology is essential to upcoming product plannings.
Battery 18650
Industry standard for the next 5 years 3500 mAh
DESIGN FOR THE CORES
Battery 21700
More efficient than the 18650 at transferring energy withoutcreatingexcessheatwhich is why Tesla want to use them in powering their cars.
4800 mAh
Product Portfolio
Building on current platforms established by manufacturers, 12V and 18V can effectively cover all KitchenAid small appliance products. Yet the latest and greatest technology is fundamentally not suitable.
Battery 46800
5 times more energy storage with 6 times more power, compared to 21700. Less heat generated from resistance.
