productivity tools for better living
Design research project for developing new business
Design research project for developing new business
Productivity is one of the Six Purpose Pillars of Godrej, focusing on enhancing people’s ability to achieve their goals and exploring how Godrej can support this as a business. The Productivity Tools initiative began with the goal of understanding the activities people enjoy, the tools they prefer using, and identifying opportunities for Godrej to integrate as a brand. This page offers a glimpse into the Productivity Tools project and its various branches.
Team
Jasinth MV (Research & ID), Teesta Das (Design Research), Richa Verma (Design Research), Shyam Shinde (Research Support)
My Contribution
Contextual ethnographic research studying households pan India, Transcription and empathy mapping, Competitor landscape, Data Analysis using various tools, Deriving Product Offerings, Reviving knowledge on traditional best practices, Product Design, Rapid Concept Prototyping & Testing, Value Webs & Business Model, Graphic Design, Prototyping, Videography, Documentation etc.
Company
Innovation & Design Center (IDC), Godrej & Boyce, Mumbai
Key Sponsors
Godrej Cartini Scissors & Knives, Godrej Interio
Research Method
Ethnographic research, usability studies, design thinking
Project Advisors
Farid Talhame, Sujata Sanke
Mentors
Prof. Patrick Whitney, Prof. Vijay Kumar, Prof. Anijo Mathew, IIT Institute of Design, Chicago
Year 2015-17
Challenge
We started with two straightforward questions: Which other hand tools should we consider for various activities, and how can we build a remarkable brand centered on thoughtful, beautiful, and durable design?
By examining the landscape of productivity and high performance in the home, we sought to understand what it means to create hand tools that boost household productivity.
We studied different home tasks such as cooking, decorating, repair work, and school science projects. Our goal was to prototype a series of products that transform these tasks from chores into enjoyable activities.
Hypothesis
We believed that introducing hand tools to boost kitchen productivity would make a substantial difference. Yet, we were eager to identify additional household tasks where improvements were possible and to highlight the transformative power of exceptional design.
Throughout the project, we delved into various areas beyond cooking, including but not limited to home decorating, home repair, organizing personal items, sketching, drawing, and creative expressions like gardening. We discovered and explored these areas through multiple phases of research, concept development, and prototyping.
[Primary Research]
This challenge prompted us to delve into diverse regions and communities across India, immersing ourselves in their daily lives to grasp their lifestyle and passions. Listening to user stories, observing various home environments, and understanding their behaviors provided us with profound insights not only into people, their lifestyles, and aspirations but also into the underlying essence of Indianness among them, encouraging deeper contemplation.
[Secondary Research]
1. Organisational understanding – Cartini
2. Contextual research
Phase 1
Project Reframe STAPLE
This project was initiated by Godrej Cartini, a brand specializing in knives and scissors under the Godrej umbrella. Our focus was on exploring productivity tools within the Indian kitchen, leading to the development of a framework known as STAPLE (Space, Tools, Activities, People, Lifestyle, Experience). This framework helped us define the value associated with productivity tools, guiding the design of authentic tools that enhance productivity within diverse ethnic communities.
To facilitate the creation of truly effective tools, the proposal included the establishment of a dedicated studio space. This space would serve as an ideal environment for passionate food enthusiasts to cook their meals authentically. Through this setup, the business could gather valuable behavioral feedback and usage insights, subsequently designing appropriate and innovative tools. We created a prototype of the studio space to illustrate this concept effectively.
Testing this studio space with our participants
We presented our concept to key stakeholders in the same space and received approval to develop the first round of Staple Tools over the next six months.
Phase 2
Product Proposals: STAPLE Tools
Staple Tools are a set of kitchen tools and food items designed to celebrate the experience of cooking in a truly Indian style. Often, the wrong utensils or cooking methods can reduce the nutritional value of even the healthiest meals. Our aim is for people to use these tools to learn more about India and its rich culture. These tools embody the local spirit of India, allowing people to cook together, explore their benefits, and take home a piece of the experience. We developed several prototypes and presented the brand vision to the business and design leaders of Cartini.
Tool design intention
A fusion of health and lifestyle ensures you no longer have to worry about your well-being. These everyday essentials, used by all, offer a modern Indian take on kitchen tools, simplifying meal preparation and cooking methods.
Phase 3
STAPLE EXOTIC
Another offshoot we successfully prototyped and launched was an indoor grow-kit. Focused on addressing the challenges faced by non-experts in growing plants, this initiative also emphasized the ease of cultivating local plants. We named it STAPLE EXOTIC.
Final concept after several rounds
of prototyping & testing
of prototyping & testing
This offering enables users to grow healthy, safe, locally-grown vegetables indoors. It features an easy-to-start hydroponics kit for gardening enthusiasts. Additionally, we proposed a business model canvas for this initiative.
Toolkit
RESEARCH METHODS
Throughout the project, we employed various design research methods and models tailored to each phase’s needs. These approaches helped us analyze extensive data, uncover insights, generate ideas, and effectively communicate the concept to stakeholders. Here is a snapshot of a few key methods used.
Mind mapping
Mindmapping served as a visual aid to capture the thoughts of all team members. We used it at the beginning of the project to clarify our ideas and establish a unified approach to exploring the topic of Productivity Tools.
Whole view model
The Whole View model helps answer fundamental business questions: What, Who, Why, and How.
Card sorting
Card Sorting is an exercise used during user interviews. It serves as an icebreaker, helping users relax and openly share their thoughts based on the images they select.
User interviews with shadowing
Conducting interviews with users in their homes promotes a relaxed atmosphere, encouraging them to share more freely. This approach is more effective than conducting interviews in cafes or workplaces, where the context for discussion may be lacking. Being in the home setting makes the stories shared by users more visually relatable, enhancing their authenticity and persuasiveness.
Themes and theme tracking
Themes are derived from observations gathered during interviews, typically reflecting the essence of these observations. Tracking themes aids in comparing common observations with uncommon ones. A theme with a higher number of observations may encompass multiple perspectives.
Visual library & categorisation
A visual library contains clusters of photographs taken at users’ homes, aiding in visually connecting with the observations discussed. Through this, we uncovered many implicit observations about users.
Insight Matrix
The Insight Matrix is a method for rating insights within a 99×99 matrix using a scale of 0, 1, 2, or 3. This method reveals clusters of similarly rated insights, which further aids in forming “Meta-insights.”
Competitor- Complementor’s study
The study of various companies in a similar landscape revealed their product offerings and highlighted the overlaps between their offerings and those of Godrej.
POEMS and 5E framework
Both frameworks assisted us in mapping user experiences during store visits. They helped in understanding the company’s offerings and the various methods used to deliver intentional experiences to the user.
Territories
The Territories framework is used to map activities identified through user research, helping to determine which areas the sponsor should focus on.
Product landscape study
Frequent visits to local stores revealed various brands selling kitchen productivity tools. Noted benchmarks included price points, packaging, product quality, and craftsmanship.
Era analysis
Era Analysis is a framework used during the initial phase of secondary research to categorize observations into factors such as social, technological, political, economic, and environmental.
Brainstorming and ideation
Brainstorming and ideation are common methods in any innovation project. We conducted brainstorming sessions by creating ideation sheets and sketching ideas within a short timeframe. The time constraint and requirement for visual representation helped uncover unexpected ideas from team members who typically aren’t skilled in visual tasks.
Paper modelling and prototyping
Paper modeling and prototyping involve creating physical representations of ideas on paper. These methods facilitate quick user validations, idea-sharing, presentations, and help in visualizing concept details more effectively.
Brand mapping
The brief called for the creation of a brand with a simple yet unique design language. We developed mood boards for the product and space language, which helped us identify the brand positioning through this exercise.
Ecosystem generation
After ideation and developing individual offerings, the goal of an ecosystem is to create a holistic story for the user. An ecosystem comprises several concepts that impact the user at different points in time.
Offering blueprint
The Offering Blueprint was a matrix that showcased selected concepts along with their front-end user value and back-end business value. This framework facilitated a comprehensive understanding of all concepts in a single format and allowed us to evaluate and add elements that we believed might be missing from the concept.
Design rights belongs to Godrej & Boyce Mfg. Co. Ltd. All Rights Reserved.
