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We are designing a small kitchen appliance foryoung/adult men who cook based on a daily job or doingit as a pleasant activity enjoying with others.
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Progettazione
Teacher: Luca Troisi
Team: Felipe Muñoz Alejandro DominguezValeriy Dimov
WHAT? Small Kitchen ApplianceFOR WHO? For MenCOMPANY: AUDI brandDESIGNERS: Bauhaus & Le Corbusier
We are designing a small kitchen appliance foryoung/adult men who cook based on a daily job or doingit as a pleasant activity enjoying with others.
Why do men cook? Why it is an interesting activity
for some, and a boring one for others?
What are the social behaviors founded when men are cooking?
What do men understand by cooking?
Some questions
The problems
Most men do not enjoy cooking
Lack of timeCultureCooking language
Some other problems…
“Boring kitchens that do not invite you to cook, lack of appliances, lack of company, bad smells”
“Do not really know how to cook a lot of recepies”… “I like to cook surrounded by people or to cook for them, and they can’t always be there”
“If there is someone else that cooks, well let it go”
“Time, to be alone (is better to cook for someone), availability of ingredients”
What men do when cooking…
Generally do not dedicate enough time to cook Select easy cooking food Decide what to cook just before doing it Do not prepare sophisticated food Do not really concentrate when cooking Cooking is a duty but also a pleasure Most of them enjoy cooking. Nevertheless it is
not a major activity Act in a disorganized way and are always in a
hurry
What men look for when cooking…•Like to spend time up to 15 minutes•Though it’s a pleasure, it is not really importantSave time/Quick
•Friendly cooking: easy to do it, with everything available•Not to use a lot of staff to prepare anythingPractical•To understand and prepare•To repeat itEasy•A powerful tool to seduce a woman•62% of single Italian men have cooked when dating Seduce•Do not care about presentation but about eating•Like to feel fullEat
Motivators
Enablers
Fogg Behavior Model
BehaviorPERSONA 1 PERSONA 2 PERSONA 3 PERSONA 4 PERSONA 5
Cooking means Pleasure Pleasure Pleasure Duty Duty
How often Every day 4-5 days/w 2-3 days/w Once/week Every day
Knowledge Enough Some how Some how Less Some how
Best plan To cook Cooking/Eating out Movies Drinking/
futbol Futbol/Gym
Time cooking + 1 hour 45 min – 1 h 15 – 45 min 0 – 15 min 15 – 45 min
Way of cooking Planned Organized Some how
disorganizedDis-
organizedSome how
disorganizedType of
food Innovative Sophisticated Regular Easy Prepared
Main activity Chef Business
man Worker Worker Worker/Student
Live with Indep./Family Indep. Married Parents Indep.
PERSONA 2 Rational: focus on results
Looking for a woman to seduce
Free time = social relationships
Workaholic/high status
Love to eat new things
High income
Between 32 to 40 years old
PERSONA 2
COOKING BEHAVIOR Cooking means social relationships Like to prepare sophisticated food
but not to hard As in work, he likes everything
organized but sometimes forgets some ingredients
As he lives by himself, sometimes he does not know where the appliances are
Thinks that through cooking can really seduce a woman
PERSONA 3 Thinks most of the time of his family problems
Likes to perform other activities
Middle-high income
Wife dependantHappy person: likes to meet his friends
Between 40 and 50 years old
PERSONA 3
COOKING BEHAVIOR Insecure but happy Acts in a very disorganized way as
he does not know pretty much about cooking appliances
Most of the time depends on what his wife indicates
Always makes a mess Worried about how the final taste is
PERSONA 5 Open personality
Looking for women
Interested in extreme sports and outside
activities
Begins to understand life is not easy
Have always been dependent of his parents, till now
Between 28 and 32 old
PERSONA 5
COOKING BEHAVIOR Resigned He has always thought that cooking is
women duty Though he hates cooking, he can
barely know a little bit about it, so he knows where most of appliances are
As an ignorant cook, most of the time just dedicates his time to organized a “delicious prepared” plate
Pays more attention to the futbol match than what he is preparing
INSIGHTS
1. Cooking as a tool
Most of men associate cooking as the way of seducing a woman
To get a couple is an enough motivation
Love begins with taste
2. To cook for others
The fun of cooking is when you do it for others
The company is very important
Like to know what other think about the food prepared
3. Lack of time
The best excuse for not cookingThough it is a good way to socialize and
seduce, do not like to spend much timeMore meal, less time
4. Only for special occasions
Cooking is understood as a social activity
Men cooking is not a common practice
Special cook for special guests
Synthesis
Our appliance should target an audience of men whocook whether for fun or because they have to.
The user of the appliance is looking for socialize withother people or date a woman.
Seducing and sharing with other will be the mostimportant incentive of cooking.
Onwards
Keep researching but focus more on our specifictarget, based on their behavior
Start looking at what features and functions arevaluable for our product to fit our target
Look for available and coming technologies to helpus to create a product of easy use and practical
To be continued...