Progettazione

Teacher: Luca Troisi

Team: Felipe Muñoz Alejandro DominguezValeriy Dimov

WHAT? Small Kitchen ApplianceFOR WHO? For MenCOMPANY: AUDI brandDESIGNERS: Bauhaus & Le Corbusier

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

Why do men cook? Why it is an interesting activity

for some, and a boring one for others?

What are the social behaviors founded when men are cooking?

What do men understand by cooking?

Some questions

The problems

Most men do not enjoy cooking

Lack of timeCultureCooking language

Some other problems…

“Boring kitchens that do not invite you to cook, lack of appliances, lack of company, bad smells”

“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”

“If there is someone else that cooks, well let it go”

“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 Select easy cooking food Decide what to cook just before doing it Do not prepare sophisticated food Do not really concentrate when cooking Cooking is a duty but also a pleasure Most of them enjoy cooking. Nevertheless it is

not a major activity Act in a disorganized way and are always in a

hurry

What men look for when cooking…•Like to spend time up to 15 minutes•Though it’s a pleasure, it is not really importantSave time/Quick

•Friendly cooking: easy to do it, with everything available•Not to use a lot of staff to prepare anythingPractical•To understand and prepare•To repeat itEasy•A powerful tool to seduce a woman•62% of single Italian men have cooked when dating Seduce•Do not care about presentation but about eating•Like to feel fullEat

Motivators

Enablers

Fogg Behavior Model

BehaviorPERSONA 1 PERSONA 2 PERSONA 3 PERSONA 4 PERSONA 5

Cooking means Pleasure Pleasure Pleasure Duty Duty

How often Every day 4-5 days/w 2-3 days/w Once/week Every day

Knowledge Enough Some how Some how Less Some how

Best plan To cook Cooking/Eating out Movies Drinking/

futbol Futbol/Gym

Time cooking + 1 hour 45 min – 1 h 15 – 45 min 0 – 15 min 15 – 45 min

Way of cooking Planned Organized Some how

disorganizedDis-

organizedSome how

disorganizedType of

food Innovative Sophisticated Regular Easy Prepared

Main activity Chef Business

man Worker Worker Worker/Student

Live with Indep./Family Indep. Married Parents Indep.

PERSONA 2 Rational: focus on results

Looking for a woman to seduce

Free time = social relationships

Workaholic/high status

Love to eat new things

High income

Between 32 to 40 years old

PERSONA 2

COOKING BEHAVIOR Cooking means social relationships Like to prepare sophisticated food

but not to hard As in work, he likes everything

organized but sometimes forgets some ingredients

As he lives by himself, sometimes he does not know where the appliances are

Thinks that through cooking can really seduce a woman

PERSONA 3 Thinks most of the time of his family problems

Likes to perform other activities

Middle-high income

Wife dependantHappy person: likes to meet his friends

Between 40 and 50 years old

PERSONA 3

COOKING BEHAVIOR Insecure but happy Acts in a very disorganized way as

he does not know pretty much about cooking appliances

Most of the time depends on what his wife indicates

Always makes a mess Worried about how the final taste is

PERSONA 5 Open personality

Looking for women

Interested in extreme sports and outside

activities

Begins to understand life is not easy

Have always been dependent of his parents, till now

Between 28 and 32 old

PERSONA 5

COOKING BEHAVIOR Resigned He has always thought that cooking is

women duty Though he hates cooking, he can

barely know a little bit about it, so he knows where most of appliances are

As an ignorant cook, most of the time just dedicates his time to organized a “delicious prepared” plate

Pays more attention to the futbol match than what he is preparing

INSIGHTS

1. Cooking as a tool

Most of men associate cooking as the way of seducing a woman

To get a couple is an enough motivation

Love begins with taste

2. To cook for others

The fun of cooking is when you do it for others

The company is very important

Like to know what other think about the food prepared

3. Lack of time

The best excuse for not cookingThough it is a good way to socialize and

seduce, do not like to spend much timeMore meal, less time

4. Only for special occasions

Cooking is understood as a social activity

Men cooking is not a common practice

Special cook for special guests

Synthesis

Our appliance should target an audience of men whocook whether for fun or because they have to.

The user of the appliance is looking for socialize withother people or date a woman.

Seducing and sharing with other will be the mostimportant incentive of cooking.

Onwards

Keep researching but focus more on our specifictarget, based on their behavior

Start looking at what features and functions arevaluable for our product to fit our target

Look for available and coming technologies to helpus to create a product of easy use and practical

To be continued...