Dragon Gas Range by Global Consumer Design

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DESIGN DETAILS
DESIGN NAME:
Dragon

PRIMARY FUNCTION:
Gas Range

INSPIRATION:
The company is one of the largest appliance manufacturers worldwide. However, the brand is struggling for product leadership in the cooking segment. The main challenge was to design a distinguishing product that could become a market leader and against the main competitors. Mexican cuisine's nature requires an important amount of time and work for preparing ingredients and cooking. Therefore, the importance of the range as appliance involved in the process is relevant. This also means that consumers in Mexico tend to be traditional in habits and behaviors. So, the first and most important issue was to find exactly the balance between being innovative without exceeding to challenge the consumer mindsets. On the other side, the business: cost was a big issue. Questioning each designed part, component and finish by product development, technology and finance teams. Defying the company´s mindsets to propose new concepts like tilted knobs, integrated LED lights and full stainless steel shaped product was complicated even before considering the manufacturing challenges implied.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The product is a 30" wide built-in and free standing stainless steel gas range with integrated oven, glass window and cast iron grates. The product's line-up includes versions with glass lid, electronics and different kind of features according to the brand promise and the behaviors and believes of the Mexican consumers.

OPERATION / FLOW / INTERACTION:
Defying the company´s mindsets to propose new concepts like tilted knobs, integrated LED lights and full stainless steel shaped product was complicated even before considering the manufacturing challenges implied. In a project of this nature, with an investment of millions of dollars, the design work is just one element of hundreds related to different areas of the company. Being able to deliver a final product according to the design intent, satisfying consumers needs along with manufacturing requirements and with high levels of craftsmanship is a huge success. Creating empathy around each issue through storytelling was a hard work that the design team was able to accomplish successfully and positively.

PROJECT DURATION AND LOCATION:
The project started in February 2010 in Monterrey and finished in July 2012 in Celaya, and was exhibited in Chicago at WOW (World of Whirlpool) Chicago show in September 2012.

FITS BEST INTO CATEGORY:
Home Appliances Design

PRODUCTION / REALIZATION TECHNOLOGY:
List materials used: Stainless Steel Enameled Steel Aluminum Cast iron Glass Injected molded PBT Prepainted steel sheet Production method: Die-cut cook top and manifold Embossed side panels Injected handles Pre painted steel sheet Floated tempered glass Chromed oven rack

SPECIFICATIONS / TECHNICAL PROPERTIES:
Size/dimensions: L26” W30” H38” Weight: 180.78 Lb Suggested retail price: From 700 to 1500 USD

TAGS:
appliances, gas range, stainless steel,

RESEARCH ABSTRACT:
The objective was to ensure user-centered in the interface and usability of the product as well as in the marketing strategy (define the target market, claims, positioning, and personality). The project started with conducting exploratory research on the behaviors, perceptions and meanings around cooking tasks, food preparations, rituals and cultural concerns with Mexican households. The result of this research included the generation of various insights around cooking experience and its relationship to food preparation. After identifying the right target, we conducted ethnographic interviews with these women in order to wrap up the experiment by doing projective techniques which would reveal hidden emotions and unconscious feelings towards the product. The result? Lots of opportunities for improving the interaction with the product. The usability validations and tests were designed, analyzed, and made in order to make use of the range an experience that could create brand loyalty.

CHALLENGE:
The company´s internal team was in charge of course of the design, but other important elements that define the excellence was the strategies around the design. The design guidelines were under an accurate strategy of visual brand language in order to translate the existing brand promise into this product. Also, the definition of colors, finishes and materials that could deliver a perfect match between the components was assured as well as all the graphics and communication in the product. The design team was able to create an excellent product and also beat the mindset that Mexico is just for manufacture. This product shows the capabilities and skills of Mexican designers adding value to a global company through design that make sense to the users, along with all the stakeholders in the company.

ADDED DATE:
2013-02-26 14:19:46

TEAM MEMBERS (12) :
Jorge Moreno Arózqueta , José Angel Avalos, Sergio Moreno , Wesley Mendez , Betina De Gorordo , Paola Alvarez, Estela Duhart , Richard Ibarra , Alfredo Garcia , Juan de Dios Martínez, Mario Togawa and Pedro Martínez

IMAGE CREDITS:
Global Consumer Design, 2012.

Visit the following page to learn more: http://www.whirlpool.com.mx/
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Whirlpool Corporation

PROFILE:
Whirlpool Corporation is a leader of the $120 billion global home appliance industry. Our appliances are marketed in nearly every country around the world. Whirlpool manufactures appliances across all major categories, including fabric care, cooking, refrigeration, dishwashers, countertop appliances, garage organization and water filtration. Whirlpool Corporation firmly believes innovative thinking comes from everyone, everywhere. Nearly 10 years ago, we launched a worldwide effort to instill innovation as a core competency throughout the entire organization. Since then, Whirlpool employees worldwide have participated in and contributed to innovation-related activities resulting in new ideas, products and services; thus delivering real value to consumers in ways never before seen in either the company or the home appliance industry.

NOMINATION DETAILS

Dragon Gas Range by Global Consumer Design is a Nominee in Home Appliances Design Category.

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AWARD DETAILS

Dragon Gas Range by Global Consumer Design is Winner in Home Appliances Design Category, 2012 - 2013.



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