AVA
A novel way of refrigerator experience
Providing an elevated refrigerator experience while being effortlessly luxurious for the ever-growing Indian Affluent Households.
Approach
A three-pronged approach was taken while undertaking this project
1
Users
2
Experience
3
Product
Users
Demographic
Age-Range Distribution
Family Size Distribution
List of Averages
Age Range
35 - 45 yrs
Family Size
4 members
Capacity
500L - 700L
Price Range
70k - 110k
Purchasing Priorities
A clear understanding was developed behind the users' rational while making their purchasing decisions for consumer durables.
Brand Oriented
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Brand
-
Capacity
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Budget
-
Design
-
Power
-
Size
-
Features
Prominently observed: Delhi/Mumbai
Requirement Seekers
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Pre-decided constraint (size/technology/features)
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Brand
-
Design
-
Budget
-
Power
Prominently observed: Mumbai/Bengaluru
Looks Enthusiasts
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Design
-
Size
-
Features
-
Brand
-
Budget
-
Power
-
Other
Prominently observed: Delhi/Bengaluru
Actionable Insights
Certain rational directions were developed based on specific user inputs that were received from a majority of users during their interviews.
Need of more categorisation in the refrigerator
User Inputs
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Increased Dry Fruits Consumption
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Put Vegetables in baskets/ziplock bag before putting it in the crisper especially tomatoes to prevent squishing
A way of increasing capacity without increasing external size - mainly width
User Inputs
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Don’t opt for higher categories because of the space constraint
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But want most space inside the fridge in that constraint
Introducing smart features but without being a liability later
User Inputs
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Smart alert is fine but it shouldn’t annoy.
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My previous fridge lasted for 19 yrs because it didn’t have anything fancy in it.
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Technology should be an aid to what I do, shouldn’t force me to do something
Addressing to the fear of misuse in families with young kids
User Inputs
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Don’t want bottom mount because the kid would keep opening it and damage it
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Don’t want external UI because kids tamper with it
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Don’t want dispensers because it becomes a play toy for the kids
Making it easier to show-off to others. Style/Status Statement
User Inputs
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Looks matter a lot to me when I am selecting a fridge
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Since we have spent so much on it we want people to see it
Personas
Merging the purchasing priorities with the user inputs collected resulted in the development of four unique user personas, each with their own respective emotional needs.
Curators
Aesthetics and Style Seekers
ReInventors
Technology Enthusiasts
Planners
Brand Loyal and Reliability Seekers
Fanatics
Meticulous
Decision-Makers
Emotional Needs
The emotional needs of each persona was studied to understand what types of experiences need to be created for each persona.
Curators
Curators seek a lifestyle filled with moments of excitement that comes when they curate their living spaces.
It brings them immense joy when their expressive choices are appreciated and compared to.
Emotions associated with them:
Joy
Inspiration
Pride
Awe
Harmony
Reinventors
Reinventors envision a lifestyle where the anticipation of owning the newest tech brings them a thrill.
They like the feeling of being empowered and having control over the latest thing that’s out there in the world.
Emotions associated with them:
Anticipation
Thrill
Empowerment
Progress
Mastery
Planners
Planners seek a lifestyle filled with assurance and contentment.
They are quite thoughtful and systematic in their way of living and are quite satisfied when these requirements are met.
Emotions associated with them:
Assurance
Contentment
Efficiency
Thoughtfulness
Satisfaction
Fanatics
Fanatics like a lifestyle that is anchored to security.
They seek the feeling of nostalgia and gratitude, which fosters a consistent and faithful way of life.
Emotions associated with them:
Devotion
Nostalgia
Gratitude
Peace of Mind
Comfort
Creating good Experiences
The following steps were created post understanding the emotional needs of the personas and doing a thorough market research.
01.
Offer Warmth
02.
Be inspired by nature
03.
Make it Dynamic
04.
Enhance Tactility
05.
Focus on Covenience
Big Picture Idea
Providing the following:
1. Higher Degree of Convenience
2. Thrill of Ownership
Amounting in
Elevated Experience with Effortless Luxury
Introducing "AVA"
Looking at the "Daily Door"
The Daily Door
Celebration Zone
Access everything you need on a regular day schedule in one go.
No need to look around anymore.
A zone designed specifically for you to celebrate all your special occasions
Taking a peek inside
Long-term storage
Dry boxes
Standard Door Racks
Celebration Zone
Default: Beverages with
Floating Wine Bottle rack
Larger Dual Crispers
Auto Ice Maker:
Personal / Party Mode
Child-proof Med-box
Wide open shelves
Additional Fresh Boxes
(Salads, cut fruits/vegetables, Squishables)
Spacious and Shelved
Freezer Interiors
Variant
Dynamic Grey
Variant
Glacier White
Variant
Leafy Iridescence
