The project aims to explore products or services for children between the ages of 0-4 years through a human centric approach. The direction of the project is for the Indian market in general and for young urban Indian millennial parents in particular. Although Tupperware has products in this segment, the substantially growing market requires uncovering new areas and concepts in order for Tupperware to become market leaders in this sector.
• For baby products (0-9 months) , they want to focus on products with penetrative low cost pricing and competitive advantages such as ease of use, cleaning, and sterilizing.
• For the toddler segment (9 - 48 months) , the interest is around the drivers for the parents’ purchase decisions such as cost,cleaning, storing, on-the-go and ease of use for adults and kids.
Tupperware is interested in achieving the above by:
• Simplifying the process of using child care products for an upper-middle class consumer.
• Establishing and increasing product offerings in this category.
• Amplifying brand trust. Designs need to be focused around simple usage, functional relevance, wow factors, a credible demonstration, design story, latest technology, appropriate results along with relative affordability.
The underlying aim is to genuinely making things better for the caretakers.
Product - Microwaveable steamer + Masher
compact product and simple to use.
Context map created on secondary research
Taking into consideration various demographic factors and regional variability, we
conducted interviews to gain a first-hand perspective on baby care.
We compiled the data from our interviews through a psychographic analysis to
create personas.
conducted interviews to gain a first-hand perspective on baby care.
We compiled the data from our interviews through a psychographic analysis to
create personas.
Key Insights from competitive analysis, customer interviews and secondary research.
KEY CRITERIA
-Quick preparation
-Preparation of food in right quantities | small quantities
-A tool for both preparation and serving
-Multiple processes in one product- compact product
-Simple to use
-Preparation of food in right quantities | small quantities
-A tool for both preparation and serving
-Multiple processes in one product- compact product
-Simple to use
SHEILDING METAL TECHNIQUE -for the middle section. It helps reflect the heat waves of
the microwave. So the vegetables cook once the water heats. Resulting in a healthy cooking process.
the microwave. So the vegetables cook once the water heats. Resulting in a healthy cooking process.
Mood board
Final form
DETACHABLE TEXTURED MESH FOR MASHING
BASKET TO HOLD VEGETABLES TO STEAM| MASH AND TO DRAIN WATER POST STEAMING
BASKET TO HOLD VEGETABLES TO STEAM| MASH AND TO DRAIN WATER POST STEAMING
CUP - TO STORE WATER FOR STEAMING, TO COLLECT MASHED FOOD , TO FEED BABY
Draining out water post steaming
mashing
