A deep research to understand cooking trends, marketing, branding and more importantly user centered design as a whole experience.

2. 1

3. 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
2

4. 3

5. 1
4

7. 5

8. 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.
6

9. 7

10. ANALYSIS
(BROAD)
SYNTHESIS
(SPECIFIC)
DESIGN
THINKING
(PERCEPTION)
8

11. 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
tradion
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
Authencity,
originality
and
innovaon
Beang
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
Funconal
Modern
Design
Increase
quality
of
life.
"Al
dente"
teaste
Affordable.
Less
decision
,
more
life
9

12. Understanding
of
current
Delimano
market
presence/
product
offering
and
idenBficaBon
of
direct
compeBtors
10

13. Understand
compeBtors’
product
offering,
producBon
technologies,
features
and
highlight
related
interesBng
soluBons
11

14. 12

15. InteresBng
features,
can
be
explored
by
delimano.
13

16. Color
palefe
-­‐
5
main
colors
-­‐
Orange
as
brand
color
Gesture
and
shape
factor
-­‐
Soj
and
reassuring
shapes
14

17. -­‐Market
is
crowded
&
quite
homogenous
-­‐Delimano
posiBoning
is
in
line
with
the
brand
proposion
&
product
offering
15

18.
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
16

19. 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
17

21. 18

22. 19

24. -­‐ 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
20

26. Design Trends
Design Trend Research
Areas of Interest
HEALTH
KITCHEN
TOOLS
HEALTHY
COOKING
FOOD
TRENDS
KITCHEN
ENVIRONMENT
NEW
PRODUCTS
21

28. Food Trends Research
Macroareas
Russia
Estonia
Latvia
Lithuania
Ukraine
Poland
Czech
Republic
Slovakia
Hungary
Moldova
Romania
Slovenia
Croaa
Bosnia
&
Herzegovina
Serbia
Bulgaria
Montenegro
Albania
Kosovo
Macedonia
Turkey
22

29. 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
23

30. Traditional Main Receipes Russia, Estonia, Latvia, Lithuania
Food Trends Research
Traditional Cuisines
24

31. Traditional Receipes
Ukraine, Poland, Czech Republic, Slovakia,
Hungary
Moldova
Food Trends Research
Traditional Cuisines
25

32. Traditional Receipes
Romania, Slovenia, Croatia, Bosnia &
Herzegovina, Serbia, Bulgaria, Montenegro,
Albania, Kosovo, Macedonia, Turkey
Food Trends Research
Traditional Cuisines
26

33. 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.
27

34. 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
Hedonisc
Approach
(Taste
first
of
all)
Hearty
Recipes
(single
courses)
No
Canned/Pre-­‐prepeared
Food
Tradional
VS
Global
Modern
Approach
(blogs,
etc.)
Revisitaon
of
Tradional
Recipes
Quick
Tradional
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
substanal
difference
between
the
areas
is
the
cultural
approach
to
food
itself
Food Trends Research
Different Approach
28

35. 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
preparaon
-­‐
Take
away
-­‐
Simple
ingredients
Thanks
to
primary
research
we
were
able
to
idenBfy
what
is
actually
eaten
in
the
daily
roune
of
people’s
lives
Food Trends Research
Global Foods
Sandwich
Pancakes
Salad
Meat
and
Potatoes
Rice
Pasta
Pizza
Soup
Chicken
with
Vegetables
29

37. -­‐
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
30

38. - 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
31

40. - 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
32

42. - 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
33

43. Easy
preparaBon
and
saving
me
Cooking
different
foods
at
the
same
me
Versale
usage
of
the
cookware
Easy
way
of
preparing
tradiBonal
food
Aesthec
and
pleasing
shapes/materials
Sharing
the
cooking
experience
Son
hues
with
strong
color
combinaBons
Design Trend Research
Opportunities
34

45. 35

46. 36
Users Mapping – Defining the
cross

47. 37
Users Mapping Respondents

48. 38
Life stage tension

49. 39
Time/effort tension
There’s
not
a
substanal
difference
between
the
Bme
effort
dedicated
to
cook
of
the
different
users.

50. 40
Clusters
Connecting the answers, the common values from the interviews and
the survey we created six subcategories

51. 41
Consumer Archetypes

52. LIFESTAGE/
VALUES
/
ASPIRATIONS
/
BEHAVIORS
WITHIN
THE
KITCHEN
ENVIRONMENT
RESEARCH
QUOTES
OVERVIEW
VISUAL
PROFILE
Consumer Archetypes – Structure Overview
42

53. 43

54. 44

55. 45

56. 46

57. 47

58. 48

59. -­‐
The
selected
(orange)
archetypes
are
the
closest
to
actual
Delimano
brand
values
and
product
offering
49

60. -­‐
Delimano
could
extend
their
target
including
passionate
chefs
and
occasional
cookers
by
developing
specific
products
that
address
more
specifically
their
needs
and
aspiraBons
50

61. 51

62. -­‐ Connect
prepare/cooking
products
with
other
steps
of
the
Kitchen
Journey
52

63. 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
interacon.
Sharing.
Specific
tool
for
specific
recipe.
Versale
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
53

65. 54