Introduction

Grundig is one of the leading supplier of consumer electronics, small and large home appliances with a portfolio of over 500 different products. With the rise of IoT, connectivity in kitchen may be considered as a social activity on a different level. For the project, Grundig wanted us to create roadmaps for new business development with new target groups for new service propositions of applications of IoT technologies focused on a user experience area.

Approach

Design roadmapping book guides the process for this project. The book focuses on design, innovation and strategy, helps to create a vision and build pathways towards it. Check out the book here.

Research

Grunding offers consumer electronics ranging from mp3 players to washing machines, ovens, kitchen appliances. The kitchen appliances they provide are quite common but what differentiates them from their competitors is their innovative approach with a focus on user, quality and sustainability. Theircurrent innovations are related to the fields of sustainability,efficiency, convenience and reducing food waste.

Internal research- Grundig as a company

Grunding offers consumer electronics ranging from mp3 players to washing machines, ovens, and kitchen appliances. The kitchen appliances they provide are quite common but what differentiates them from their competitors is their innovative approach with a focus on user, quality and sustainability. Their current innovations are related to the fields of sustainability, efficiency, convenience and reducing food waste.

Relieving of hard work
User friendly
Reliabale
Tailored to daily life
Sustainability

Creative trend research

The DESTEP framework was used to conduct a research session, which resulted in a list of over forty trends. These were ranked on a two-by two matrix with the axis impact and uncertainty. 2 most uncertain and high impact trends- bio-metric technology and disappearing of the kitchen, were selected which drove the trend scenario making. The scenario narratives combined with the DESTEP-analysis led to the selection of six mega-trends which were found most promising for Grundig in the future.

The 6 megatrends selected were

Value Drivers

Generation Z which will be the prominent force of tomorrow, is considered as the target group. Value drivers were defined for this target group by conducting value mapping sessions based on the target group. A relatable persona is designed to get into shoes of generation Z. The value drivers are divided in 3 categories- Understand me, Enable me and Involve me, each category showcasing vital needs of the generation Z.

The 3 vital value drivers give a direction for new product development which starts with understanding the needs of generation Z by building products tailored to their daily life and ends with involving generation Z in meaningful moments.

Vision

Technology scouting

The further development of various technologies plays a decisive role in the Grundig roadmap. In addition to the development of physical products, the development of connectivity in the technological field is particularly important. For Grundig, this includes the development of databases and the use of Artificial Intelligence in connection with image recognition.