Small Kitchen Appliance for AUDI

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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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Small Kitchen Appliance for AUDI

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

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