This document discusses research conducted around manual dishwashing habits. It identifies key pain points and needs of consumers, including that dishwashing is a mundane chore, many homes lack space for large dishwashers, and the process can be time-consuming. Two concepts are then presented to improve the dishwashing experience by making it more convenient and hands-free. The concepts focus on either automating dishwashing without machines or allowing consumers to customize their soap experience. Future research ideas explore washing without water and soap and how dishwashing may change in the future.

1. DISHTHE
DISH
WASHING
CHALLENGE
ALINA / ISABEL / LISBETH / MARIA / REYNALDO

2. OUR CLIENT

3. SERVICES
B-to-B
BUSINESS MODEL
Concept
Innovation
Product
Development
Manufacturing
COMPANY
UK based
NO - FORMULA Worldwide
PRESENCE
ABOUT ZOBELE

4. BRIEFING
THE CHALLENGE

5. BRIEFING
THE CHALLENGE
TO DEFINE UNMET NEEDS, POTENTIAL
ROUTES AND DESIGN DIRECTIONS FOR THE
NEXT GENERATION OF HOME CARE DEVICES
FOR MANUAL DISHWASHING TO IMPROVE
QUALITY OF LIFE.

6. CONSUMER PROFILE THE PRIMARY HOUSEKEEPER
ACTIVITY MANUAL DISHWASHING
DISTRIBUTION CHANNEL SUPER MARKETS /CONVENIENCE STORES
MARKET EUROPE AND USA MASS MARKET
DEVICE: 5€ -10€ / RE-FILL: 3€ - -€5ESTIMATED PRICE
CHALCONDITIONS
THE CHALLENGE

7. (Bonn University Research - 289 participants from 29 countries)
LLENGFACTS
MUNDANE ROUTINE
SPACE
SMALL FAMILY UNIT
THE CHALLENGE
“Washing up dishes is
not a common topic in
consumers’ minds”
“Taking too long to
fill large dishwasher
appliance”
COMPARATIVE ANALYSIS OF GLOBAL CONSUMER BEHAVIOUR IN
THE CONTEXT OF DIFFERENT MANUAL DISHWASHING METHODS
answered that
an automatic
dish washer
cleans better
39% of all
said: manual
dish washing
reaches abetter
performance
participants
25% of all
participants
“Many homes do not have
sufficient kitchen or utility
space for another appliance”

8. UNDERSTANDING THE USER
RESEARCH AND IDEATION PROCESS
GE

9. USERS USER
JOURNEY
1 2 3
STAKEHOLDERS
RESTAURANTS
& MARKETS
4 6
ANALYSIS
RESEARCH PROCESS
5
LIVING LAB

10. SURVEYS
USER JOURNEY
I SAY...
I DO...
LIVING LAB
I FEEL... SURVEY ANALYSIS
USER JOURNEY ANALYSIS
WHAT I NEED
MARKET RESEARCH
WHAT ALREADY EXIST
LIVING LAB ANALYSIS
MY MOTIVATIONS
HOW I WASH
USER CENTERED RESEARCH

11. DRIVER
!
DRIVER
!
CONCEPT PRODUCT & FUTURE CONCEPT
DRIVER
!
DRIVER
!
PEOPLE NEEDS
DRIVER
!
DRIVER
!
DRIVER
!
MARKET TRENDS
NEW
EXPERIENCE
CONCEPT
NEW
EXPERIENCE
CONCEPT
RESEARCH
IDEAS
RESEARCH
IDEAS
IDEATION PROCESS

12. UNDERSTANDING THE NEEDS
DRIVERS

13. PERSONAL CAREMULTIPURPOSE
SAVE
SENSORIAL
EXPERIENCE
HANDLING DO NOT TOUCH
NOT DIRTY
FINDING INNOVATION FIELDS
DRIVERS

14. ALL IN ONE
PRODUCTS
MULTIPURPOSE
People use dishwashing
soap for clean the kitchen
surfaces too.
Some people use grease
cutter or homemade recipes
for manual dishwashing
UNDERSTANDING CLUSTERS
DRIVERS

15. SKIN
FRIENDLY
PERSONAL CARE
Some people keep a bottle
hand soap by the sink to use
after they finish dishwashing.
“The skin ok my hands gets dry
because of the dishwashing,
but I don’t like to wear gloves,
it’s not comfortable”
UNDERSTANDING CLUSTERS
DRIVERS

16. DO IT
YOURSELF
HANDLING
“Pues la boca de todos los
envases acaban chorreando
del uso y con restos de jabón
acumulado alrededor”
Some people mix the soap in
smaller bottles to make the
dosage easier.
“I like the liquid soap but it is
never easy to dose”
UNDERSTANDING CLUSTERS
DRIVERS

17. DO NOT TOUCH “Throwing away the food residues
and touching the sponge”
“Touching the leftovers”
“if I have to pick the worse part
it's getting my hands wet with
the sponge and the smell it
gets.
“The soap and sponge are problematic when washing, beacuase
soaps dry the hands (and it's not the same to wash with gloves)”
“When the water is too
cold”
UNDERSTANDING CLUSTERS
DRIVERS

18. AROMA
THERAPY
SENSORIAL EXPERIENCE “I like listening to music when I do them”
“Poder conversar con la gente
que cenó con uno”
“Me gusta el jabón, la textura
y las burbujas que se hacen”
“En geneal, el proceso de lavado manual es muy aburridor
y no lo disfruto para nada.”
I like the water, it helps to
not think about anything”
UNDERSTANDING CLUSTERS
DRIVERS

19. NO DETERGENT
NEEDED
SAVE
“La reducción en el uso del
jabón y en el mal uso del agua”
I would change... “that rinsing could
be faster to save water ”
El uso de agua caliente para ayudar a eliminar la grasa de la
vajilla tiene como aspecto negativo el consumo de gas o de
energía.
“que no se necesitara
agua para lavarla”
I don´t like...
“To waste water”
“El altísimo consumo de
agua que se genera”
UNDERSTANDING CLUSTERS
DRIVERS

20. NO DETERGENT
NEEDED
NOT DIRTY
“I would rather eat directly from
the pot, so I don’t get dishes dirty”
“I would change the fact that I have
to do it”
“que me quita tiempo
para cosas mejores”
I don´t like...
“The time it takes”
“Es como tiempo perdido... es
como hacer fila en un banco.
UNDERSTANDING CLUSTERS
DRIVERS

21. CHANGING THE DISHWASHING EXPERIENCE
FROM DRIVERS TO CONCEPTS

22. NEW EXPERIENCE
CONCEPT
PERSONAL CAREMULTIPURPOSE
SAVE
SENSORIAL
EXPERIENCE
HANDLING
DO NOT TOUCH
NOT DIRTY
FROM INSIGHTS TO PROPOSALS
CONCEPTS

23. CBRINGING IDEAS TO PAPER
BRAINSTORMING

24. CONAUTOMATE
WITHOUT
MACHINES
“SERÍA MUY BUENO TENER UNA ESPECIE
DE CAJONCITO QUE LAVARA POCAS
COSAS Y QUE FUERA ECONÓMICO Y
RÁPIDO, SOBRE TODO, PARA CASAS
DONDE SOMOS MUY POCAS PERSONAS”
“I WOULD CHANGE THE FACT
THAT I HAVE TO DO IT”
“MAKE IT SOMEHOW MORE
CONVENIENT FOR SINGLE PEOPLE
WHO LIVE ON THEIR OWN”
“THAT THE PLATES COULD
WASH THEMSELVES”
FROM INSIGHTS TO PROPOSALS
CONCEPT

25. N DO NOT TOUCH - SAVE TIME
AUTOMATE
WITHOUT
MACHINES
HANDS OFF
AUTOMATE WITHOUT MACHINES
CONCEPT

26. DO NOT TOUCH & SAVE TIME
THE IDEA

27. EFFERVESCENT SOAP
FITTING RING
ANTIBACTERIAL
HARD PART
FLEXIBLE TAP
HARD PART
SOFT PART
GREASE CUTTING SOAP
SOFT PART
DO NOT TOUCH & SAVE TIME
THE PRODUCT

28. CDO NOT TOUCH & SAVE TIME
USER JOURNEY

29. C
CEPTSDESIRABILITY - FEASIBILITY - VIABILITY
BENEFITS
“It´s wonderful, it´s like an automatic
dishwashing”
“I think it doesn´t work”
“It could be practical, especially for
non delicate dishes”
“The consumer interaction with the pro-
duct result is interesting”
“It would be perfect if it really existed”
“Even if it wouldn´t work, it could make the
activity easier ”
APPROX. COST: $2 PER UNIT
MATERIAL: SILICON
PROCESS: INJECTION
NEEDS TO DEVELOPE A NEW
FORMULA
DEVICE WITH REFILL
FORMAT: CAP + PILLS
MASS MARKET
Suitable for distribution
channels: Supermarkets
and convenience stores

30. CONFROM INSIGHTS TO PROPOSALS
CONCEPT
S
DISHWASHING
AS A LAB OF
EXPERIENCIES
“I WOULD LIKE A SOAP
THAT DID NOT HAVE
AN AROMA.”
“I WOULD CHANGE THE EXPERIENCE WITH THE SOAP,
THE FINAL SENSATION ON THE HANDS.”

31. YOUR OWN EXPERIENCE
DISHWASHING
AS A LAB OF
EXPERIENCES
MIX & WASH
DISHWASHING AS A LAB OF EXPERIENCES
CONCEPT

32. SUPPORT SURFACE WHICH
FACILITATES THE SOAP EXIT
SUPPORT SURFACE WHICH
PREVENTS THE SOAP LEAKS
PACKAGING IN
NON USE POSITION
PACKAGING IN DOSE POSITION
PACKAGING IN
RECHARGE POSITION
FLEXIBLE MATERIAL WHICH
FACILITATES THE PRESSURE
TO DOSE THE SOAP
YOUR OWN EXPERIENCE
THE PRODUCT

33. SUPPORT SURFACE
WATER VOLUME WHICH
CONSUMER WANTS FOR THE MIX.
PRODUCT VARIETY FOR MIX
REMOVABLE DOSING
CAP FOR RECHARGING
HAND CARE PILLS
FOAM PILLS
EXFOLIANT PILLS
ANTIBACTERIAL SOAP
BASIC SOAP
REMOVES ODORS PILLS
CITRONELLA SOAP
VINEGAR PILLS
GREASE CUTTER PILLS
YOUR OWN EXPERIENCE
THE PRODUCT

34. CYOUR OWN EXPERIENCE
USER JOURNEY

35. CEPTSDESIRABILITY - FEASIBILITY - VIABILITY
BENEFITS
““The interaction that the consumer could
have with the product design is interesting”
“It would be fun”
“It´s focusing on marketing and to increase sales”
“It´s interesting that the packaging
could be reused”
“I think it could be an innovative
product but, would it have demand?”
“I think the packaging design could help
to get an easier grip””
APPROX. COST: $1.6 PER UNIT
MATERIAL: POLYPROPYLENE
PROCESS: INJECTION
DEVICE WITH REFILL FORMAT:
PACKAGING + PILLS+ SOAP
MASS MARKET
DISTRIBUTION CHANNEL:
SUPERMARKETS AND
CONVENIENCE STORES

36. RESELOOKING INTO THE FUTURE
RESEARCH IDEAS

37. RESEARCH
IDEASSENSORIAL
EXPERIENCE
HANDLING
PERSONAL CARE
DO NOT TOUCH
SAVE
MULTIPURPOSENOT DIRTY
HOW
MIGHT
WE ?
LOOKING INTO THE FUTURE
RESEARCH IDEAS

38. HOW MIGHT WE
WASH WITHOUT
WATER & SOAP?

39. RESEARCH
IDEAS
MULTIPURPOSE
SENSORIAL
EXPERIENCE
HANDLING
PERSONAL CARE
SAVE DO NOT TOUCH
NOT DIRTY
LOOKING INTO THE FUTURE
WHAT IF... .....?
RESEARCH IDEAS

40. HOW WILL THE DISHWASHING
ACTIVITY CHANGE
IN THE FUTURE?
BACK TO THE FUTURE SCENE

41. WILL WE
HAVE TO
WASH?
BLADE RUNNER SCENE
T
ARCH

42. THEHOW WOULD YOUR
LIFE CHANGE IF YOU
DIDN’T HAVE TO DO
THE DISHES
ANYMORE?
H