A s s i g n m e n t 5 BDesign for multicultural kitchen

January 2009

Industrial Product Design & Human Technology

ATAG Nederland B.V.

GROUP Q Project members: Jochem Hinloopen 20056145Joyce Beukelman 07009240Laura Kramer 20051096 Stefan Lugtigheid 20055942

Index QChapter 1 Introduction 02 Definitionoftheproblem 02 Target group 02 Planning 03 Process tree 04 Listofrequirements 05

Chapter 2 Ideas 06 Idea choiche 10

Chapter3 Concept product overview 11 Details 12 Interface 16 Dimensions 18 Materialsandproduction 19 Logistics 20 Costs 21 Conclusions 23

Chapter 4 Evaluations 24

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Chapter 1, Introduction/Definition of the problem/Target group QIntroduction: Theproject‘MultiCulturalkitchen’isdonebyIndustrialProductDesignstudentsandHumanTechnologystudentsforacompanycalledATAG.ATAGmakeskitchenappliancesandislocatedintheNetherlands.ATAGwantstoextendtheirmarkettomoreWestEuropeanmarkets.We’regiventheprojecttodesignanewproductfortheirproductline.

TheprojectleaderforthisprojectisStefanLugtigheidandthereporterisJochemHinloopen.Theprojecthasbeengiventousonpaper.Inthisdocumentwewilldescribeourdesignandwhichstepswemadetogetourresult.

ThetopicofourresearchisthemulticulturalkitchenandourdesigngoalistodesignaproductforWesternEuropeanconsumerswhoareinterestedincookinghabitsfromanotherculture;outofcuriosityorbecauseofusability.Theaimistogettoknowourtargetgroup:whoarethey,whatdotheydoandhowcanwemeettheirdemandsand wishes?

Definition of the problem:“DevelopanewproductforATAGforinthemulticulturalkitchen”

ATAGB.V.isaninternationaltradingcorporationthatspecializesinthedesignofkit-chenequipments.Mostoftheproductsnowadays,aredesignedforthekitchenintheBeneluxanddonotmeettoday’sinternationalkitchen.ATAGB.V.hasrequestedthatwedesignanewproductforinthemulticulturalkitchen.

Target Group: ThetargetgroupthatwelayourfocusonistheconsumermarketinwesternEurope.Morespecific,thismarketconsistsoftheNetherlands,Belgium,Luxembourg,Ger-many,FranceandGreatBritain.Itispreferredthatourproductwillalsofindlikingoutsidethesecountries.

Inessence,ourtargetgroupcoversallhome-ownerswhomightbeinterestedinusinganewandrefreshingwayofworkinginthekitchen.Wedonotjustdesignaninterestingadditiontothekitchenlife,butwetrytomakeaproductthatwillbeusedseveraltimesaweekuptoadailybasis.

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Chapter 1, Planning QPlanning:

week47 week48 week49 week50 week51 week52 week1 week2 week3 week4

StartAnalysisIdeaConceptEvaluation

15December:IdeapresentationWeek2:Concept29january:Endpresentation

Deliverables: Idea presentation: -Groundedchoiceofwhatapplianceisgoingtobedesigned -Clearviewaboutthemarket,userandproductvision -Requirementsforthenewmulticulturalkitchenappliance Concept presentation: -Clearpresentationoftheideageneration -Clearandwell-consideredselectionofthemostsuitableidea -Detailedconceptwithreliableconclusionaboutfeasibilityandimplementation Finalpresentation:- Concept presentation -Testfeasibility:production,marketintroductionandinvestments -Recommendationsfortheconcept

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Idea

Holiday Concept End

Chapter 1, Process tree QPhase Process Action Remarks Start Design process Designamulticulturalproduct

Makeitproductionready

Maketechnicaldrawing,labels,prototypes,pilotseries,FOT

GettingtheKEMAlabel

Production Productiontechniques Tobedetermined

Assembling

Check Qualitycheck

Packaging Packincardboardandpolystyrene

Internaltransportation Forklift,fillingcabinet,pumptruck

Repack Withshrinksleeveonpallet

Store Withtrucktowarehousestatement

Spread Determinetheprice Important:amountofproducts

Advertising Placeshowmodel,catalog

Advising Information,inlinewithcustomer

Sales/purchases Makingthesaleschaininterested

Order PlacingorderatATAG

Transportation TransportationfromATAGtothecostomer

Unpacking

Assembly Readingthemanual

Contactwithtools Bykitchenmechanic/user

Connectingthedrain,electricityandwater

Use Store/placing Installationinthekitchen

Cleaning Cleanafterplacing

Furnishing Placingthenetinthepan

Use Cookingfood

Boilingfood

Cleaning

Keepingdisheswarm

Temperaturesettings

Timesettings

Drain

Passive use Doingotherstuffduringtheautomaticcooking

Improperuse Forgettingtoplacethenetinthepan Foodwasteremainsinthepan/drain

Drycooking

Overcooking

Burntocover

Burntoelectricity

Burntofood

Burntonet

Electricityblackouts Attention:safety

Repair Manufacturerorexternalmechanic

Cleaningfunctions

Cleaningofkitchen

Disappear Re-use

Dismantling Removingfromsink

Transporttolandfills Transportationinacar/trailer

Recycling Material/electronics

Incineration/landfill

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Chapter 1, List of requirements QType of requirements Code Requirement Usability U1 Theinterfaceisclearanderrortolerant.

U2 Thereisdifferencebetweencooking/boilingnowandcooking/boilinglater.

U3 Thepanhasafunctiontocleanitself.U4 Thereisalwaysanoptiontogobackintheinterface.U5 Theinterfaceshowstheprogressofthecooking/cleaning.U6 Theusermustbeabletousetheproductwithouthaving

readthemanual.Safety S1 Theuserwon’tcomeincontactwithboilingwater.

S2 Whilesteamingthelidlocksitself.S3 Thepanhastoautomaticallyrefillitselfondrycooking.S4 Thepanturnsdownthetemperatureonovercooking.S5 Thenethastoonlyfitin1waysoitcan’tfallinand

splashupwater.S6 Thepanshouldemptyitselfwhentheprogramhasended.S7 There are no sharp edges in and around the pan

(minimumfillet0,2mm).S8 Normaluseoftheproductisnotharmfultotheuseror

theenviroment.Fitting F1 Wateranddirtshouldnotcomeinbetweenthepanand

theattachment.F2 Thepaniswatertight.

Production P1 Theinitialnumbersproducedis50.000.Design D1 Theproductmatchesthedesignanduseofcolourof

ATAG.Ergonomics E1 Thefrontplateoftheproductcan’tberemovedwithout

theuseoftools.Socialcontext SC1 Durablematerialsareused.Wishes W1 Theproductappealstobothmenandwomen.

W2 ThedesignanduseofcolouroftheproductshouldmatchthecurrentlineofproductsofATAG.

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Chapter 2, Ideas Q1. Smart Drain

TheDutcheatMediterraneanand(inter)nationalfood,thereforetheyboilwater.Actuallyeverywhereintheworldpeopleboil,evenmeat(AsianKitchen).

Liftingpanswithboiledwaterisunsafeandheavy.

TheSmartdrainhasanautomated,intelligentcookingsystemthatdrainsautomati-cally,soyouneverhavetoliftyourpanswithboiledwater.Italsohelpsuserspreparetheirdishes.

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Chapter 2, Ideas Q2. Intelligent Cooker

Theamountofpansusedonthecookerdiffersindifferentcountries.Insomeculturestheyusealotofsmallpans,someuseafewlargeones

Theintelligentcookermakesitpossibletousealldifferentpansatthesametime.Withtheintelligentcookingsystemtheintelligentcookerrecognizedthepans.

Alsowiththeintelligentcooker,youheatthepaninsteadofair.Itismoreuserfriendlyandenergy-efficiënt.

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Chapter 2, Ideas Q3. Indoor BBQ

WiththeindoorBBQyoucanbarbequeinsideyourhouse.It’salsopossibletosmokefoodintheindoorBBQ.

Americanslovetobarbequeoutside.Ourtargetgroupisverywillingtotryoutnewwaysofcooking.TheweatherinwesternEuropeisveryrainy,sotheindoorBBQmakesitpossibletobarbeque,evenwhenit´sraining.

Smokingfoodisalsowidelyusedininternationalkitchens,forexampletheDutch,American,Italiankitchen,asawaypreservingfood(orjusttogiveitadifferentflavour).

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Chapter 2, Ideas Q4.CustomCulture

CustomCultureisamodularsystem,thatallowsyoutoaddcustomcooking-accessoriestoyourexistingheater.

-Foodispreparedinthetraditionalway.-Peopleareattractedbycustomisableproducts.-Nohugecookeroraccessories-Lessismore!Lessproducts,moredifferentwaysofpreparingfood

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Chapter 2, Chosen Idea QChosen idea: Smart Drain

We’vechosentheSmartDrainbecauseofthefunctionality,becausemostuserscanempathisewiththeproblemofdrainingthewateraftercooking.

Trendsonusabilityarefamousamongconsumersandproductswithgoodusabilitysellwell.TheSmartDraincouldmakeagoodadditionthecurrentcollection.TheSmartDrainalsohasanintelligentcookingsystem,whichmakesthisproductveryuserfriendly.Thissystemfillsandboils/steamsthepanbyitself.Italsopreventsoverflowingofwateranddrycooking.

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Chapter 3, Product overview Q

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Chapter 3, Details Q

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Chapter 3, Details QThe picture to the rightshows a cross-sectionofthepanwiththenetinstalled.

Wefoundoutthatasiphonwasneededtomakesuregasesfromthedraindon’tenterthepan.

Greatcaremustbetakenwiththeinstallmentofthewaterinletandover-flowtubes.Theinductioncoilmightbeabletoheatthemifnotinstalledinthecorrectway.

Thepictureatthebottomgivesaclearviewofthepanitselfandthedrain.Weusedablackboxfortheautomaticclosure.

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Chapter 3, Details QThispictureshowsallpartsunderneaththeworktop.

Asyoucansee,theinductioncoilsitsascloseaspossibletothepan.Itissurroundedbyanenclosure,inwhichglass-woolshouldbeinserted.Thisgivessufficientisolationtopreventtheheatfromleavingthepanandfromenteringthecupboard.

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Chapter 3, Details QThis picture shows the partsabovetheworktop,installedonthecover(whichwillbecoveredlateron).

TheLCDscreenisinstalledinthefrontandthenthedustdividerisinstalledtopreventdustanddirtfromenteringtheassembly.

TotherightisaPC,tocontrolthecookingandinterface.Itisinstalledunderneaththeworktop.

Thepanisinstalledonthedrainandthewaterinlet.Itisconnectedbythefollowingparts.

Totherightisthewaterinlet,theleftpartistheoverflow.Theoverflowisusedintwoways;tocontroltheoverpressureandasalastresortincasethesystemfailstostopthewaterinlet.

Thewholeassemblyisinstalledintheworktopbythispart;abentstainlesssteelplatewithaluminumstripsonthesidetolevelitwiththeworktop.Itcanbeinstalledwith5screws.Theyfastenthepanandtheisolationcoveratthesametime.

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Chapter 3, Details Interface

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Q

Chapter 3, Details Interface QInterface:

Wechosetomakeaninterfacethatisunderstandableforeveryone.Thedifferentmenusdon’tshowcomplicatedoptionsandthereisanalwaysareturnoption.Wedecidedtomaketheinterface7cmby15cmsothelettersonthescreenwouldbebigenoughtoseefromasmalldistance.Becausethisisatouchscreeninterfacethereisnofeedbackifyoupressabutton.Wesolvedthisproblembygivingasoundwhenabuttonispressed.ThedifferentcoloursareusedcomefromtheATAGwebsitetokeeptheresemblancewiththebrand.

Oneofthemenusisshowedhere.Thisoneisonscaleandcontainsthecolourswewoulduse.Inthisparticularmenuyoucanchosewhenyouwanttostartcooking.Thedefaulttimeisthepresenttimeandthedefaulttemperatureis100degreesCelsius.Thereisalsoanothermenuwiththeoptiontostartcookingrightaway.

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Chapter 3, Sizes QDimensions

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Chapter 3, Material/Production QMaterial & Production Number Part Amount Production

methodMaterial Makeor

buyFinish

1 Pan 1 Deep drawing Stainlesssteel Make Drill,po-lisch

2 Drain connector 1 Pressforming Stainlesssteel Make Polish3 WaterInlet 1 Sandcasting Brass Make Polish,

chrome,plating

4 Nut 2 - - Buy -5 Siphon 1 - - Buy -6 Siphonconnector 1 Injectionmoulding PVC Make -7 Waterinletlink 1 - - Buy -8 Overflow 1 Sandcasting Brass Make Polish,

Chrome,Plating

9 Overflowconnector 1 - - Buy -10 Overflowtube 1 - - Buy -11 Inductioncoilsupport 1 Thermoforming PC/ABS/blend Make Cut12 Drain stopper 1 - - Buy -13 Pansupportingplate 1 Blanking,press

formingStainlesssteel Make Drill

14 Coil 1 - - Buy -15 Isolationcover 2 Pressforming Aluminium Make -16 Net 1 Deep drawing Stainlesssteel Make -17 Aluminiumprofilelong 2 - - Buy Cut18 AluminiumprofileShort 2 - - Buy Cut19 Appearancecover 1 Blanking,bending Stainlesssteel Make Brush

20 LCD screen 1 - - Buy -21 LCD screen housing 1 - - Buy -22 Dust dividor 1 Injectionmoulding ABS Make -23 PC 1 - - Buy -24 PCbracket 1 - - Buy -25 Lid-openingbutton 1 Injectionmoulding ABS Make Chroom,

Plating26 Watertube 1 - - Buy Cut27 Lid 1 Metalspinning Stainlesssteel Make Cut,

Brush28 Handle 1 - - Buy Cut,Weld29 Wiring - - - -30 IsolationLayer 2 - Classwool Buy -

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Chapter 3, logistics QLogistics:

Inmostofthetimestheconsumerbuysthekitchenbasedonshowroommodels,digi-talimagesandcatalogs.AfterthatthesalesorganizationordersthekitchenequipmentatATAG.ATAGdeliversthekitchenequipmenttothesalesoranisation.Theydeliverittotheconsumer.

TheSmartdrainwillbedeliveredasasemi-assembledproductstotheconsumer.Amechanicortheconsumeritselfwillinstallitintothekitchen.

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Producer Salesorganization Consumer

Chapter 3, Costs QBuy

Make

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Chapter 3, Costs QTotal Totalpartstobuy €207,40Totalpartstomake €168,50

Subtotal(priceforATAG) €376 ATAGcosts 40% €150ATAGmargin 10% €38

TotaalcostsATAG €564

Salesorganizationcosts 30% €113Salesorganizationmargin 10% €38Transportercosts 10% €38Transportermargin 5% €19

Total(retailprice) €771

Traject

SaleskitchenATAG• 150.000pieces/Peryear/Netherland• 120.000pieces/Peryear/Belgium• 20.000pieces/Peryear/Luxemburg

Total:290.000pieces

Spreadacross3marketsegments: ATAG Pelgrim ETNAShare 1/3 1/3 1/3Amount 97.000 97.000 97.000

SmartDrain,onlysoldintheATAGsegment

Salesfirstyearestimatedat3-4%: 2910–3880ProductsEstimatedrevenueyear1: €565x3500products €1,9mlnSalessecondyearestimatedat4-5%: 3880–4850ProductsEstimatedrevenueyear2: €565x4500products €2,5mln

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Chapter 3, conclusions QConclusions:

ATAGhastheirproductsspreadoverthewholemarket.ThereforATAGdoesn’tonlyreachalargetargetgroup,buttheyalsohavealargemarketshareintheBenelux.ATAGwantstotaketheirproductsbeyondtheBeneluxandconquerthewestEuro-peanmarket.Morespecific,thismarketconsistsoftheNetherlands,Belgium,Luxem-bourg,Germany,FranceandGreatBritain.WhenATAGmakesnewkindofproductsthatfitstheirneeds,thebrandwouldbecomebetterknown.Thesmartdrainwouldbeagoodproducttohelpachievegettingbetterknown,becauseitsolvesaproblemthatisknowninallthesecountries.

Trendsonusabilityarefamousamongconsumersandproductswithgoodusabilitysellwell.TheSmartDraincouldmakeagoodadditionthecurrentcollection.TheSmartDrainalsohasanintelligentcookingsystem,whichmakesthisproductveryuserfriendly.Thissystemfillsandboils/steamsthepanbyitself.Italsopreventsoverflowingofwateranddrycooking.

Whiledoingresearchwediscoveredthatpeopleallovertheworldboilwateranduseittopreparefood.Weevendiscoveredthatinsomeothercountriesthepanstheyusearealotbiggerthantheonesweuse.Thismadeusrealisethatgettingthehotwateroutiscausingaproblem,becauseyouwouldhavetoliftthepanandtiltittogethotboilingwaterout.Thisisdangerousandnoteveryonecandothis.Especiallyfortheelderly,it’sgettingharderandhardertoliftheavypans.Ifsomethingwouldgowrongintheliftingandtiltingpeoplecouldgetsevereburnmarksandwesolvethiswithourproduct.

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Chapter 3, Evaluation QResearch:

Asdoingresearchinthiswaywasnewformostofuswehadn’trealizedhowharditistoreachourtargetgroups.Ourproblemwasreachingthepeoplewhodidn’tliveinEurope.Wetriedtoempathisewiththembyaskingthemtofillinadiary.Theres-ponsewegotbackwasverylowandwecouldn’tmakemanyconclusionsfromthem.Withinthetimewehadtherewasnowaytofindnewpeoplewillingtohelpus.Oursuggestionistocontinuethesediariestofindoutwhoourtargetgroupreallyisandwhattheircookinghabitsare.Besidesthediarieswealsotriedtogetinformationaboutwhatpeoplearebuyingfromkitchenstores.Weonlygotnumbersfromonestore.Thisinformationisnotcompleteandforanaccurateviewmorekitchenstoresshouldbeaskedforsalesnumbers.Wealsolookedatallthecontinentsandtriedtofinddifferencesincookinghabits.Wethinkwefoundalotofinformationbutthiscouldbemoreimprovedifsomeonecouldactuallyvisitdifferentcountriesandseehowandwhatisbeingcooked.Wealsogotholdofsalesnumbersfromasupermarket.Thesenumbersgaveusagoodviewatwhatpeoplearebuying.Theonlythingwasthatthosenumberswhereonlyfrom2weeks.Foragoodviewonwhatpeoplebuywewouldneednumbersfromawholeyear. Design:

Somepointsinourdesignarenotcoveredyet.Weneedagoodwaytoclosethepanatthebottomsowaterwouldnotleakout.Whenwegavethepresentationwealsofoundoutthatinductionplatesonlyworkonaflatsurfacewhileourpandoesn’thaveaflatbottom.Wedidnothavetimetodesignacomputerthatwouldpurelyfunctionforourtouchscreeninterface.Thisissomethingthatstillneedstobedesigned.Oneofthepointswetriedtocoverinthisdesignistomakethepanautomaticallydetectthetemperatureandtheamountofwaterthatisinthere.Unfortunatelywedidnothavetimetomakethatyet.Thisissomethingthatstillneedstobedesigned.Forsafetyreasonsthepanshouldhavealockablelid.Thelidwedesigneddoesn’tlock.Whatwewantedisalidthatwouldautomaticallylockwhenthepaniscookingorboilingsotheuserscouldnottakethelidofandburntheirhands.

Wecannotusethepanasasteamingoneyet.Weneedawaytokeepthesteamin.Theoverflowwouldnowbeanexitforthesteam.Aperfectsolutionwouldbeanoverflowthatonlyopenswhenitwouldgetintouchwithwater.Forthesteamingpartwewouldneedaseparatevalvemechanismtogetthesteamoutwhenitwouldreachacertainpressure.Thiscouldofcoursebealsodesignedintotheoverflowbutwedidnothavetimetoresearchthis.

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