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Small Kitchen Appliance for AUDI

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We are designing a small kitchen appliance for …

We are designing a small kitchen appliance for
young/adult men who cook based on a daily job or doing
it as a pleasant activity enjoying with others.


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  • 1. Progettazione
    Teacher: Luca Troisi
    Team:Felipe Muñoz
    Alejandro Dominguez
    ValeriyDimov
  • 2. WHAT?Small Kitchen Appliance
    FOR WHO? For Men
    COMPANY:AUDI brand
    DESIGNERS: Bauhaus & Le Corbusier
    We are designing a small kitchen appliance for
    young/adult men who cook based on a daily job or doing
    it as a pleasant activity enjoying with others.
  • 3. Some questions
    • Why do men cook?
    • 4. Why it is an interesting activity for some, and a boring one for others?
    • 5. What are the social behaviors founded when men are cooking?
    • 6. What do men understand by cooking?
  • The problems
    • Most men do not enjoy cooking
    • 7. Lack of time
    • 8. Culture
    • 9. Cooking language
  • Some other problems…
    • “Boring kitchens that do not invite you to cook, lack of appliances, lack of company, bad smells”
    • 10. “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”
    • 11. “If there is someone else that cooks, well let it go”
    • 12. “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
    • 13. Select easy cooking food
    • 14. Decide what to cook just before doing it
    • 15. Do not prepare sophisticated food
    • 16. Do not really concentrate when cooking
    • 17. Cooking is a duty but also a pleasure
    • 18. Most of them enjoy cooking. Nevertheless it is not a major activity
    • 19. Act in a disorganized way and are always in a hurry
  • What men look forwhen cooking…
    Enablers
    Motivators
  • 20. Fogg Behavior Model
  • 21. Behavior
  • 22. PERSONA 2
    Rational: focus on results
    Looking for a woman to seduce
    Free time = social relationships
    Love to eat new things
    High income
    Workaholic/high status
    Between 32 to 40 years old
  • 23. PERSONA 2
    COOKING BEHAVIOR
    • Cooking means social relationships
    • 24. Like to prepare sophisticated food but not to hard
    • 25. As in work, he likes everything organized but sometimes forgets some ingredients
    • 26. As he lives by himself, sometimes he does not know where the appliances are
    • 27. Thinks that through cooking can really seduce a woman
  • PERSONA 3
    Thinks most of the time of his family problems
    Wife dependant
    Happy person: likes to meet his friends
    Middle-high income
    Likes to perform other activities
    Between 40 and 50 years old
  • 28. PERSONA 3
    COOKING BEHAVIOR
    • Insecure but happy
    • 29. Acts in a very disorganized way as he does not know pretty much about cooking appliances
    • 30. Most of the time depends on what his wife indicates
    • 31. Always makes a mess
    • 32. Worried about how the final taste is
  • PERSONA 5
    Open personality
    Begins to understand life is not easy
    Looking for women
    Have always been dependent of his parents, till now
    Interested in extreme sports and outside activities
    Between 28 and 32 old
  • 33. PERSONA 5
    COOKING BEHAVIOR
    • Resigned
    • 34. He has always thought that cooking is women duty
    • 35. Though he hates cooking, he can barely know a little bit about it, so he knows where most of appliances are
    • 36. As an ignorant cook, most of the time just dedicates his time to organized a “delicious prepared” plate
    • 37. Pays more attention to the futbol match than what he is preparing
  • INSIGHTS
  • 38.
  • 39. 1. Cooking as a tool
    • Most of men associate cooking as the way of seducing a woman
    • 40. To get a couple is an enough motivation
    • 41. Love begins with taste
  • 2. To cook for others
    • The fun of cooking is when you do it for others
    • 42. The company is very important
    • 43. Like to know what other think about the food prepared
  • 3. Lack of time
    • The best excuse for not cooking
    • 44. Though it is a good way to socialize and seduce, do not like to spend much time
    • 45. More meal, less time
  • 4. Only for special occasions
    • Cooking is understood as a social activity
    • 46. Men cooking is not a common practice
    • 47. Special cook for special guests
  • Synthesis
    Our appliance should target an audience of men who
    cook whether for fun or because they have to.
    The user of the appliance is looking for socialize with
    other people or date a woman.
    Seducing and sharing with other will be the most
    important incentive of cooking.
  • 48. Onwards
    Keep researching but focus more on our specific
    target, based on their behavior
    Start looking at what features and functions are
    valuable for our product to fit our target
    Look for available and coming technologies to help
    us to create a product of easy use and practical
  • 49. To be continued...