User Research and Market Analysis for a Leading Home Appliances Maker
UX Research Product Design Product Strategy
TEAM
Employment at N+P
DURATION
4 months
A popular home appliance maker aims to regain lost market share in the 2-door Side-by-Side (SBS) refrigerator in the mid level market category.
The design task/challenge was to identify three key features unique to the Indian market and to pinpoint the features that SBS refrigerator users in India most desire and benefit from.
PROCESS
Conducted a comprehensive secondary research, exploring competitors, SBS trends, and food preferences in India to understand our target customer group and their lifestyle. The groundwork informed the ideation process, resulting in initial sacrificial concepts.
The results of secondary research and sacrificial concepts can be seen in the slideshow below.
USER INTERVIEWS
To validate these ideas, the concepts were presented in blind user interviews across three Indian cities. Residents contemplating a new SBS or those already owning one provided valuable feedback, guiding the selection of significant concepts.
The slideshow below shows insights from the field research report.
CONCEPT FEATURES
Through this iterative approach, we identified key insights and opportunities, ultimately refining and designing three standout concepts tailored to our audience's needs.
The renders below are blurred out for confidentiality reasons.
