DESIGN LEAD / Consumer Insights, Product Design
Extensive in-home observations and focus groups yielded two major consumer pain points we coud immediately address. These were easy cleanability and for too many of us, an overabundance of kitchen tools (i.e. a messy drawer). We addressed these problems differently on each tool using the following guidelines:
Starting with home ethnographies, we detailed consumer workarounds & pain points, highlighting the opportunities.
A teardown of competitive products helped identify gaps in the category, which we use to inform thefeature sets of the nre product line.
We then created a form language that maintained the visual identity of the brand, while taking the brand into a new product space.
