Research Focus: People who love to cook and have small kitchens.
What We Discovered
We focused our research on people who love to cook but have small kitchens. We hypothesized these individuals would have implemented unique “hacks” to their kitchen space and their cooking routines that could be transformed into products KitchenAid could sell to their consumers.
We learned that while avoiding cross contamination was incredibly important to the home chefs we interviewed, little or no action was taken to avoid contamination during the cooking process.
Additionally, if you have a small kitchen, you are likely to not have quick access to amenities such as washing machines. Turns out this effects how people cook.
We ideated. Picked our favorite sketch concepts and tested sketch models with real people.
Final Design Interventions
UV Contamination Defense Appliance (Prototype)
Dirty knives are dirty - even after you've rinsed them with water. And even though so many of the individuals we interviewed were incredibly aware of cross-contamination, they rarely did anything to avoid contamination when we observed meal preparation.
Imagine cleaning the germs off your knife with just a swipe in-between food prep steps. Technical research identified UV light's germ-killing properties as a particularly exciting and effective opportunity. KitchenAid can introduce a new appliance category that every aspiring chef with a knife can use multiple times each meal. It's not just about keeping your knife sharp and dry. Keeping it clean is now the third "must do" for any knife owner.
KitchenAid dishwasher marketing is driven by demonstrating the cleaning ability. KitchenAid can capture market share by increasing the cleaning capacity of its dishwashing appliances to clean small kitchen items made of fabric such as dishrags and oven mitts.
This can create two new product categories for KitchenAid and a new product skew. KitchenAid should develop a premium SMARTFabric that can be cleaned by current dishwasher models. A new upper rack that can be installed into current dishwasher models that will effectively wash fabric items. Lastly, KitchenAid should introduce a new dishwasher model that can not only wash SMARTFabric but all cloth items.