Grundig
Design roadmapping | Trend analysis | Vision creation

The process of the design of a strategic and tactical roadmap for new business developments with new target groups, new service propositions of IoT-applications and a focus on the user experience.

Role
  • Research and analysis: Internal analysis, Trend research
  • User value driver creation, Vision creation
  • Technology scouting, horizon mapping
Methods and book
  • Research- DESTEP, trend scenarios
  • Value driver mapping
  • Design roadmapping- Dr. ir. Lianne Simonse
  • Time pacing
Context
  • 10 weeks (Sept. 2019- Nov. 2019)
  • In collaboration with Lotte Lochtenberg, Joppe de Waart, Eveline van der Sanden, Throben Wieck, Julian Houwen
  • Part of Design Roadmapping- SPD coursework IDE TU Delft
Introduction

Grundig is one of the leading supplier of consumer electronics, small and large home appliances with a portfolio of over 500 different products. With the rise of IoT, connectivity in kitchen may be considered as a social activity on a different level. For the project, Grundig wanted us to create roadmaps for new business development with new target groups for new service propositions of applications of IoT technologies focused on a user experience area.

Approach

Design roadmapping book guides the process for this project. The book focuses on design, innovation and strategy, helps to create a vision and build pathways towards it. Check out the book here.

Research
  • Internal research
  • Trend research
  • Market research
  • User analysis
Vision
  • User value drivers
  • Vision creation
Technology scouting
  • MIT tech review
  • Deloitte, mcKinsey reports
  • Promising startup search
Time pacing
  • Determine expected launch date of new technology, based on past events and launches
Horizon and roadmaps
  • Defining and developing 3 horizons to reach the vision and a detailed tactical roadmap
Research
Internal research- Grundig as a company

Grunding offers consumer electronics ranging from mp3 players to washing machines, ovens, kitchen appliances. The kitchen appliances they provide are quite common but what differentiates them from their competitors is their innovative approach with a focus on user, quality and sustainability. Theircurrent innovations are related to the fields of sustainability,efficiency, convenience and reducing food waste.

Relieving of hard work
User friendly
Reliabale
Tailored to daily life
Sustainability

Creative trend research

The DESTEP framework was used to conduct a research session, which resulted in a list of over forty trends. These were ranked on a two-by two matrix with the axis impact and uncertainty. 2 most uncertain and high impact trends- bio-metric technology and disappearing of the kitchen, were selected which drove the trend scenario making. The scenario narratives combined with the DESTEP-analysis led to the selection of six mega-trends which were found most promising for Grundig in the future.

The 6 megatrends selected were

Value drivers

Generation Z which will be the prominent force of tomorrow, is considered as the target group. Value drivers were defined for this target group by conducting value mapping sessions based on the target group. A relatable persona is designed to get into shoes of generation Z. The value drivers are divided in 3 categories- Understand me, Enable me and Involve me, each category showcasing vital needs of the generation Z.

The 3 vital value drivers give a direction for new product development which starts with understanding the needs of generation Z by building products tailored to their daily life and ends with involving generation Z in meaningful moments.

Vision

Based on the requirements of generation Z, a vision is developed which guides new product development for Grundig. The Understand me, Enable me and Involve me form important milestones in this journey.

Technology scouting

The further development of various technologies plays a decisive role in the Grundig roadmap. In addition to the development of physical products, the development of connectivity in the technological field is particularly important. For Grundig, this includes the development of databases and the use of Artificial Intelligence in connection with image recognition.

The further development of various technologies plays a decisive role in the Grundig roadmap. In addition to the development of physical products, the development of connectivity in the technological field is particularly important. For Grundig, this includes the development of databases and the use of Artificial Intelligence in connection with image recognition.

Time pacing

For roadmapping, timelines for projected future and phases need to be decided. To determine the time pacing strategy that fits Grundigs innovation speed, the last years of innovation at Grundig were analyzed. Based on the data collection time, the product launches, design clocks and user adaptation, an overview was made containing technologies, partnerships and product/services showing the strategic fit to the environment and the related time.

3 Horizons and roadmap

The 3 horizons of the roadmap are driven by the 3 vital needs of generation Z- Understand me, Enable me and Involve me. With each horizon in the roadmap, more control on the activities in kitchen is provided. At the same time, each horizon makes sure to fulfill the prerequisites for next stage so as to achieve the final vision.

Strategic roadmap
Value models in each horizon
Tactical roadmap
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