As a middle-market brand in the food preparation category, Morphy Richards wanted to identify new propositions that would become its own unique offering that would connect with consumers at retail. As the first in a series of proposition design projects, the brand briefed us to innovate their next generation stand-mixer product.
Adopting a user-centred approach, our objective was to reframe the conventional ‘technology-push’ to one driven by consumer insight and lifestyle trends. Our proposition design work led approach explored how meaningful technology can enhance the consumers kitchen experience and asked, “How can we create new appliance propositions that are appropriate for tomorrow’s consumer?”
We learnt a lot through a series of guided interviews, but two key insights gave us a starting point from which to build a new proposition - namely, that only a very select few kitchen products can command permanent worktop space, and that early adopters in the category were much more likely to ‘explore’ food-fads and would be open to product propositions that ‘developed’ with them as their confidence grew.
To connect these powerful insights with proposition design that would be unique for retail, we built a concept around a space-saving corner base which used Motex, an intelligent motor technology perfect for giving consistent results (for fledgling foodies) and a series of tool-kits called ‘caddies’.
Each caddy was built around typical kitchen tasks, such as ‘healthy baking’. These can be stored neatly within the mixer bowl, or stacked together as your collection grows over time. Users can choose their caddy based on their preferences and pair this with the necessary attachments. Then, as their skill, confidence and interest changes, they can simply buy a new caddy to add to their collection.
+ Strategic design for leading domestic appliance brands
