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Revised Calendar 23rd of July 21st of May
ALLIGNMENT & LEARNING
Design Brief (reframing the brief) & OpportuniBes IdenBficaBon Customer Journey DefiniBon-‐ Flow Diagrams-‐ 5E
User Experience Understanding
KICK-‐OFF (21st of May)
W1 W2 21 28-‐29 9-‐11 7 18-‐19 23-‐25 2-‐3
RESEARCH (PRIMARY AND SECONDARY)
ANALYSIS & SYNTHESIS
ENVISIONIG AND CONCEPTS DEPLOYMENT (CODE ENVISIONING AND CONCEPTS)
STRATEGY
DESIGN
DEVELOPMENT
DEPLOYMENT
Preliminary Design ExploraBon and ConceptualizaBon of 3 DirecBons SelecBon of the most promising DirecBon
Client Background Data CollecBon and Review User Experience Understanding
loop 1 and 2 of selected product development through models and IllustraBons
loop 1 and 2 of selected product refinement through 3d files, study models
Final PPT presentaBon final model 2D-‐3D files lustraBons-‐renderings
7-‐9 7 11-‐16 21-‐23
May July
1 2 3 4 5 6 7 0 8 9
August
REFINEMENT
4-‐5
June September
4th of July
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Launched in 2012, a range of Italian-‐ made ceramic cookware. As per our conversaBons with the company and our analysis, these are the company’s most relevant characterisBcs:�
HEALTH is WEALTH! CERAMIC COOKWARE as UNIQUE SELLING PROPOSITION; INNOVATIVE and ENJOYABLE COOKING is the experience the brand delivers; BASIC COLOUR PALETTES is part of the design language; STORY TELLING is the way to communicate with the customers;
COMMUNICATION BRAND VALUES : Stylish, Ideal for families, Forward looking, Part of healthy lifestyle, VersaBle, PracBcal and Enjoyable.
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ANALYSIS (BROAD)
SYNTHESIS (SPECIFIC)
DESIGN
THINKING
(PERCEPTION)
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BRAND
TAGLINE Eat befer, Live befer Perfect every Bme Life tastes great
The future of tradiBon
Good living italian style
TONE OF VOICE Market leader cooking systems
Higher level cooking easier
Unique experiences Culinary tradi\on
Manufacturers Lower price segment
BRAND
TAGLINE Good food deserves
Ideas you cant live without
Savor the good life Con te in cucina
Pleasure to cook with delimano Yes, you're right
TONE OF VOICE
Authen\city, originality and innova\on
Bea\ng heart of any home
Enjoy healthy cooking and tasty
Environmental friendly
Healthy and enjoyable cooking
Affordable quality design
BRAND
TAGLINE Live befer, live
longer Forever befer Reliability Passion for living Cooking with passion
TONE OF VOICE Proud of the products
Perfect match of design across
range
Reliability Func\onal
Modern Design
Increase quality of life. "Al dente"
teaste Affordable. Less
decision , more life
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Understanding of current Delimano market presence/product offering and idenBficaBon of direct compeBtors�
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Understand compeBtors’ product offering, producBon technologies, features and highlight related interesBng soluBons 11
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InteresBng features, can be explored by delimano. 13
Color palefe
-‐ 5 main colors -‐ Orange as brand color
Gesture and shape factor
-‐ Soj and reassuring shapes
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-‐Market is crowded & quite homogenous �-‐Delimano posiBoning is in line with the brand proposi\on & product offering 15
HEALTH is WEALTH! CERAMIC COOKWARE is the UNIQUE SELLING POINT HEALTHY and ENJOYABLE COOKING is the experience the brand deliver BASIC COLOUR PALETTES is part of the design language STORY TELLING is the way to communicate with the customers
brand value validated throughout the research
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Acquire interesBng product details that gives an iconic and added feature that provides a SPACE SAVING SOLUTION, FACILITATE IN COOKING, etc. Scope for expansion to have A WIDER RANGE OF PRODUCT OFFERINGS
Further develop ENJOYABLE COOKING EXPERIENCE
Work with alternaBves or opBons for Colors , Materials & Finishing soluBons in order TO OBTAIN A CONSISTENT DESIGN LANGUAGE
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-‐ Pan as most sold product and the one that people change more ojen. More opportuniBes to develop easy to use and versaBle products. -‐ For our target is aestheBc has the same relevance of funcBonality. -‐ Cooking in a healthy way saving Bme and money as main concerns
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Design Trends Design Trend Research Areas of Interest
HEALTH
KITCHEN TOOLS
HEALTHY COOKING
FOOD TRENDS
KITCHEN ENVIRONMENT
NEW PRODUCTS
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Food Trends Research Macroareas
Russia Estonia Latvia
Lithuania
Ukraine Poland
Czech Republic Slovakia Hungary Moldova
Romania Slovenia Croa\a
Bosnia & Herzegovina Serbia Bulgaria
Montenegro Albania Kosovo
Macedonia Turkey
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Sources
To understand people’s eaBng habits we focused on the tradiBonal food of each country and what they eat actually
Touristic Websites
Info Websites Blogs Books
User Interviews/Debriefs
Food Trends Research Sources
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Traditional Main Receipes Russia, Estonia, Latvia, Lithuania Food Trends Research Traditional Cuisines
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Traditional Receipes Ukraine, Poland, Czech Republic, Slovakia, Hungary Moldova
Food Trends Research Traditional Cuisines
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Traditional Receipes Romania, Slovenia, Croatia, Bosnia & Herzegovina, Serbia, Bulgaria, Montenegro, Albania, Kosovo, Macedonia, Turkey
Food Trends Research Traditional Cuisines
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Connected with the approach we asked for kitchen pictures to focus on the kitchen environment, but we had just two pictures’ cases so we really don’t know how proceed.
dumplings
meat fish potato kebab
soap pancake
sausage
beans Jelly meat
Borek polenta dolma
Food Trends Research Common Ingredients and meals
Ajer analyzing all the countries where Delimano operates, we found out that despite all the cultural and geographic differences, there are some shared foods among them, listed above. The result shows us that same ingredients are used in all the areas, but for different recipes.
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Geographical map divided into the three main areas: SOUTH MIDDLE NORTH NORTH: hedonisBc approach, hearty recipes, colder weather MIDDLE: tradiBonal food influences by global trends, modern approach (blogs…), innovaBon of tradiBonal recipes, quickly eaten food consume SOUTH: more occidental approach, local food markets, care about BIO and organic food, presence of TV show and food entertainment
Cold Weather Hedonis\c Approach (Taste first of all)
Hearty Recipes (single courses) No Canned/Pre-‐prepeared Food
Tradi\onal VS Global Modern Approach (blogs, etc.)
Revisita\on of Tradi\onal Recipes Quick Tradi\onal Food
No Canned/Pre-‐prepeared Food
More «Western» Countries Local Food Markets
Interest in Bio/Organic Food Tv Shows and «Food Entertainment» No Canned/Pre-‐prepeared Food
Another substan\al difference between the areas is the cultural approach to food itself
Food Trends Research Different Approach
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In a geographic map we will show the common and specific area TRENDS
TradiBonal food is appreciated but rarely cooked due to: -‐Time -‐Difficulty
People is moving to global food because of its: -‐ Fast prepara\on -‐ Take away -‐ Simple ingredients
Thanks to primary research we were able to idenBfy what is actually eaten in the daily rou\ne of people’s lives
Food Trends Research Global Foods
Sandwich
Pancakes
Salad Meat and Potatoes Rice Pasta
Pizza
Soup Chicken with Vegetables
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-‐ Small but well organized spaces for tools -‐ Cooking tools are displayed in the kitchen -‐ Objects are hanged near the cooking area -‐ One kitchen for different people with different cooking habits -‐ Kitchen is merging with other rooms
Design Trend Research Kitchen Environment
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- Colours
Neutral colours are the most used due to a feeling of «cleanliness» and to personalize the space, strong colours are combined.
“ Colour and Space ” Kitchen Design research by Peter Ørntoj & Mie Frey Damgaard
Design Trends - Colours Design Trend Research Kitchen Environment - Colours
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- Tools
-‐ Emphasis of design in the touching parts (materials and finishings) -‐ Preference for specific usage tools -‐ Strong and nice colours because the tools are shown in the kitchen
Design Trends - Tools Design Trend Research Kitchen Tools
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- Health
-‐ Awareness about «what» is eaten -‐ Increasing concern about food intolerances -‐ Cooking habits stricly related to health and special diets (coeliac disease, etc.) -‐ AfenBon to condiments and calories
Design Trends - Health Design Trend Research Healthy Cooking
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Easy preparaBon and saving \me
Cooking different foods at the same \me�
Versa\le usage of the cookware
Easy way of preparing tradiBonal food
Aesthe\c and pleasing shapes/materials
Sharing the cooking experience
Son hues with strong color combinaBons
Design Trend Research Opportunities
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Users Mapping – Defining the cross
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Users Mapping Respondents
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Life stage tension
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Time/effort tension
There’s not a substan\al difference between the Bme effort dedicated to cook of the different users.
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Clusters Connecting the answers, the common values from the interviews and the survey we created six subcategories
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Consumer Archetypes
LIFESTAGE/ VALUES / ASPIRATIONS / BEHAVIORS WITHIN THE KITCHEN ENVIRONMENT
RESEARCH QUOTES
OVERVIEW VISUAL PROFILE
Consumer Archetypes – Structure Overview
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-‐ The selected (orange) archetypes are the closest to actual Delimano brand values and product offering 49
-‐ Delimano could extend their target including passionate chefs and occasional cookers by developing specific products that address more specifically their needs and aspiraBons 50
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-‐ Connect prepare/cooking products with other steps of the Kitchen Journey
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Improve efficiency of the tools in the cooking experience. Time saving. Improve cooking experience. Favour an healthy way of cooking. Improve the organizaBon/storage of the tools in the kitchen. Improve social interac\on. Sharing. Specific tool for specific recipe.
Versa\le usage. Help to be careful about different diets. Help to cook as less as possible. Start up/gin kit. Technology integraBon in the cooking journey. Extend the cookware journey. Avoid mess in the kitchen when users are cooking (Favour organizaBon and management of the tools) Professional appearance, but affordable price.
Users Research
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