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A process book for Applied Theory in Design
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PROCESS BOOKAPPLIED THEORY IN DESIGN
GRETCHEN CHERN | ADRIAN WATKINS | BRENT LANG
SDES 704-01 | PROFESSOR BOB FEE | FALL 2010
SAVANNAH COLLEGE OF ART AND DESIGN | SDES 704 | PROFESSOR ROBERT FEE | FALL 2010
PROJECT OVERVIEWWHAT’S UNDER THE KITCHEN SINK?
A Wicked Problem, as discussed in the reading Wicked Problems in Design Thinking by Richard
Buchanan, is a problem that is difficult or impossible to solve because of incomplete, contradictory,
and changing requirements that are hard to recognize.
Often times, a Wicked Problem involves the attempt to solve a problem for one particular set of
circumstances which opens the door to several new issues that must then be resolved as well.
For the “What’s Under the Kitchen Sink?” project, groups worked together to form a solution to
problems with an area that is familiar, but often overlooked. Through observation, research, and
analysis, a better solution can be created.
This book lays out our thought process for the discovery of a better solution for the area under the
kitchen sink.
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SAVANNAH COLLEGE OF ART AND DESIGN | SDES 704 | PROFESSOR ROBERT FEE | FALL 2010
PROJECT OBJECTIVESPHASE 1
• Formulate and compile surveys for users to give feedback on problems that need to be addressed
• Analyze and interpret data collected
• Identify direction of the design based on user data
PHASE 2
• Ideate and Explore design problem solutions
• Refine proposed design solutions
• Create final design solution
• Present findings and solution in formal presentation
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SCOPESECTION OF DESIGN BRIEF
In the twenty-first century, organized living spaces are more prevalent than ever. Organizational
systems have been designed and redesigned in an attempt to make spaces more accommodating.
The scope for this project is to step back and analyze why current systems are not working to their
full potential and create a solution that will be a better fit.
First, we need to differentiate issues with products that are currently out on the market, then we must
decipher whether the issues revolve around usable space, aesthetics or accessibility. The objective
of the design weighs heavily on user data collected through surveys, photographs, and consumer
opinions on how the space should be defined.
The primary concerns of potential customers will be evident upon completion of research, thus
allowing the team to move towards the idea development process. This process will include sketches
and renderings of possible design solutions. The design must satisfy the needs of most potential
consumers, rather than targeting a specific group. By designing a portable and customizable
system, the product will afford boundless opportunities in varying kitchen layouts. Other areas of
consideration would be making the design environmentally friendly, ergonomically sound, easily
accessible, affordable and easy to clean.
SAVANNAH COLLEGE OF ART AND DESIGN | SDES 704 | PROFESSOR ROBERT FEE | FALL 2010
PRELIMINARY BRAINSTORMSTARING AT THE WALL
Our preliminary research consisted of analyzing real-life photographs of the under the kitchen sink
area. In doing so, we discovered areas that needed attention. What stood out most was the misuse of
the full volume of the space. It was almost as if the space was asking to be filled.
It was interesting to discover how different actors utilize the space. Some people store cleaning
products under the sink, while others used it to store tools. Some people use the area as storage for
their trash can, whereas others consider the area trash and don’t use it at all.
To investigate this further, we posted a survey online asking the public to voice their opinions and
feelings about the space under their kitchen sink.
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SAVANNAH COLLEGE OF ART AND DESIGN | SDES 704 | PROFESSOR ROBERT FEE | FALL 2010
SURVEY RESULTSVOICE OF THE MASSES
The surveys consisted of ten questions regarding usage of space, previous purchases of
organizational systems, as well as demographic information such as age and household type. In total,
92 potential consumers responded to the survey.
It is apparent that most potential consumers use the space under their kitchen sink to store a wide
variety of items, therefore solidifying the need for an organizational system. Results show that 94% of
consumers do use the space under their kitchen sink. The top three categories of items stored under
the sink consisted of cleaning products at 86%, garbage bags at 42%, and household detergents
at 20%. This gave us a better consensus on how the general population uses the space and how to
better direct our design to accommodate for these items.
Roughly, three out of four survey takers reported they have never tried or are not currently using a
product to assist in organizing the area below the sink. There is a lack of appeal with the products
presently on the market, thus creating a potential to reach the needs of 76% of potential consumers
as first-time buyers.
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SAVANNAH COLLEGE OF ART AND DESIGN | SDES 704 | PROFESSOR ROBERT FEE | FALL 2010
Identifying that consumers are using the space more than twice a week on average suggests the
importance of the items everyday activities. The space is used daily by 53% of respondents, whereas
6% use it only once per month if at all.
The way a consumer feels about a product can assist with the diffusion through the market. If a
consumer reacts positively to one particular product, they may be more inclined to pass on their
excitement others in their social network. As of now, 49% of those who took the survey react
negatively toward the space under their sink, and 39% feel indifferent. There is a strong opportunity
to replace the negative attitude of the consumer by designing a system that creates a sense of
excitement.
It is apparent that each age group has a vested interest in the area under the kitchen sink, due to the
relatively even percentages of age brackets of those who chose to take the survey. Having to bend
down to retrieve items under the sink is not a large issue for 68% of those surveyed; however, 32%
feel they would use the space more if it were more accommodating. This is particularly interesting
because only 16% of respondents were age fifty-five and over, so this is not just an issue affecting
those who are older.
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How Often Do You Utilize the Items Stored Under Your Sink?
53%
30%
10%
2% 2% 2%
Daily
2 or More Times Per Week
Once Per Week
Once Per Month
Less than Once Per Month
Never
Would You Utilize The Space Under Your Sink More If You Did Not Have To Bend Down?
32%
68%
Yes
No
SAVANNAH COLLEGE OF ART AND DESIGN | SDES 704 | PROFESSOR ROBERT FEE | FALL 2010
MARKETING BACKGROUNDSECTION OF DESIGN BRIEF
Current systems that organize products under the sink consist mainly of simple shelving systems that
are made of plastics and do not utilize the potential volume of the cabinet. Some of these systems
consist of small organizers that latch onto doors and allow for smaller kitchen necessities to be
organized. The majority of plastic products range from 15–40 US dollars, whereas more durable
shelving units range much higher. These products are readily available over the Internet or at home
improvement/organization stores such as Wal-Mart, Target, Home Depot, and Lowe’s.
By creating a product that is customizable and accommodating to the majority of the consumer base,
the market is highly expansive and shows room for potential growth. Further research collected will
provide a basis for profiling existing and projected customer segments.
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The final design will offer the same type of solution that existing products present as well as offering
new solutions to problems that have been ignored. We will highlight structured areas for certain
commonly used products. These can be auxiliary items such as chemicals, soaps, tools, cleaning
supplies, etc.
Channels of distribution are dependent on brand selection. This could range from internet sales,
websites or in-store displays. Our design team plans to differentiate our product in such a way that it
stands above all competitors. Branding is currently undetermined; however, the final design will show
potential for branding to emerge.
SAVANNAH COLLEGE OF ART AND DESIGN | SDES 704 | PROFESSOR ROBERT FEE | FALL 2010
VALUE PROPOSITIONOUR IDEA’S WORTH IN WORDS
For homeowners and apartment tenants who are dissatisfied with the area under their kitchen sink,
the re-design of this area will allow for better organization and a sense of unity with the rest of the
home.
The problems under the sink arise in three main areas: the physical problem is that of not knowing
how to effectively utilize the volume of the space under the kitchen sink; the emotional problem is
the general feeling of dissatisfaction with the area; the ephemeral problem deals with organizing the
items that inhabit the space below the sink. Our product will provide a solution to these three main
problems by helping to maximize the space available, presenting the products in a positive and
inviting manner, and by being customizable.
Unlike our competitors who offer high priced, permanent fixtures that confine the user or cheap
products that do little to improve the space, our design will allow the user to have the ability to create
their own space and will be flexible to meet changes in consumer needs and space restrictions.
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SAVANNAH COLLEGE OF ART AND DESIGN | SDES 704 | PROFESSOR ROBERT FEE | FALL 2010
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SAVANNAH COLLEGE OF ART AND DESIGN | SDES 704 | PROFESSOR ROBERT FEE | FALL 2010
DISCOVERYTHE LIGHT BULB EFFECT
In looking at the relationships with the concerns for the under the kitchen sink area, we discovered
that three problems actually equal one solution. The three problems that were identified consist of
feelings about the space, the physical space itself, and the organization of the products that are
stored under the sink.
By combining feelings about the space, utilizing the complete volume, and organizing items properly,
we can create a customizable storage system that addresses all three concerns.
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SAVANNAH COLLEGE OF ART AND DESIGN | SDES 704 | PROFESSOR ROBERT FEE | FALL 2010
IDEATIONINITIAL SKETCH CONCEPTS
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SAVANNAH COLLEGE OF ART AND DESIGN | SDES 704 | PROFESSOR ROBERT FEE | FALL 2010
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SAVANNAH COLLEGE OF ART AND DESIGN | SDES 704 | PROFESSOR ROBERT FEE | FALL 2010
FINAL RENDERINGSCUSTOMIZABLE ORGANIZATIONAL SYSTEM
The overall solution is to create an organizational system that is customizable to fit any user’s
needs. Ideally, the potential user will be able to design and construct a layout that best fits their own
personal criteria for the under the kitchen sink area. This can be achieved by creating a website that
allows the user to navigate through pages that ask questions pertaining to their particular space.
Once the questions have been completed, a solution for their space will be created.
The next three pages will illustrate three variations of our proposed design solution.
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SCENARIO 1
I am an elderly woman. I dislike having to get down on my hands and knees and try to rummage
around in the back of the cabinet searching for products that I am not even sure are down there still.
What I would enjoy is having all of the products up front so that I do not have to bend down and
reach to get them. I would; however, like to be able to get to the pipes in case the plumber comes.
SAVANNAH COLLEGE OF ART AND DESIGN | SDES 704 | PROFESSOR ROBERT FEE | FALL 2010
SCENARIO 2
I’m a dude. I don’t actually pay much attention to what is under there. Ummm....I guess if I could
design it, I would like to have a place where I can throw my trash, and some boxes where I can throw
my junk.
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SCENARIO 3
I am a single mom. I have four lovely children who are quite mischievous and must be monitored at
all times. What is most important to me is to have everything in its’ place and having it organized. I
would like to keep my products hidden from my guests as well as my kids.
SAVANNAH COLLEGE OF ART AND DESIGN | SDES 704 | PROFESSOR ROBERT FEE | FALL 2010
CONCLUSIONWHAT WE LEARNED
Throughout the quarter, our group has done extensive research in order to find a solution for a
space that is familiar to most and often neglected in aesthetics and function. We have learned
that research often leads to the discovery of Wicked Problems and that Wicked Problems are not
necessarily negative. We can utilize wickedness as a tool for stimulating new ideas, discovering new
relationships, and solving the issues at hand.
As designers we have to extend beyond initial problem solving and be able to step back and re-frame
the problem to discover newer and better solutions. We have to research and analyze data in order to
have a well-rounded knowledge base. We also have to have patience and allow our ideas to develop.
We have learned that solutions to problems need not be rushed and that as designers, we must be
comfortable with the unknown.
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