Designing a Product Family | Study Project: Alessi
Overview
The task was to recommend a new product family for the renowned Italian producer, Alessi, with a focus on the German market. The product family needed to consist of a minimum of three product concepts for the kitchen, home, or outdoor segments, or introduce a completely new segment to Alessi's portfolio.
To begin, an in-depth study of Alessi's existing portfolio was conducted to understand their market positioning, brand communication, and identify potential gaps for a new product segment. Interviews were conducted with employees from Sales and Design departments to gain insights into the brand values, design philosophy, user feedback, and potential development opportunities within a niche market.
Based on the collected data, it was determined to target the Gen-Z demographic, which aligned with Alessi's interests. Interviews were conducted with existing users (n=3) and young individuals in Germany (n=5) to gather user reviews, use cases, brand expectations, and potential user requirements.
The project team concluded with a recommendation to introduce a "Lifestyle" segment for Alessi, focusing on designing jewelry-keeping accessories. The proposed product family includes a jewelry shell, a flexible jewelry organizer, and a jewelry casket, tailored to appeal to the preferences and lifestyle of the target audience.
By thoroughly understanding Alessi's brand values, user preferences, and market demands, the project aimed to deliver a well-rounded and innovative product family that resonates with both existing customers and the emerging Gen-Z market in Germany.
Design Methods: Stakeholder Mapping, Empathy Mapping, User Interviews, Benchmarking, Walt Disney Method.
Project Management with Asana.
My contribution
- Primary Role : Market Research and Networking and Conducting Interviews - Secondary Role : Product Design and Rendering of Flexible Jewellery organizer inspired from octopus
The team
5 Students team of Msc. Design Leadership
Year
2023
Process
