From all the primary data collected a spread of stories (specific, relatable narratives) was formed, giving concrete details that helped to imagine solutions to particular problems.

Brand development was then tackled. Identifying the target demographic, pinpointing the environment, developing personas and future trends analysis. Current Kitchen brands were then analysed, decoded and mapped, enabling a target space to be identified that was under populated and suited to the initially hypothesised demographic.

This work went onto to form the backbone of the brand DNA; high-technology and effortless integration; with brand principles such as sensorial adventure, classically premium and understated confidence.

The kettle was chosen as the hero product for the range. Every aspect of functionality was drawn out and ideated around, leading to a number of functional design ideas. From these functional concepts a selection matrix was created, with criteria such as additional complexity, ease of manufacture and potential for stigma when compared to a regular kettle. 

With this scoring system, the leading concepts were integrated into a user experience map. This tracked how the user interacted with the project at each stage, and looked at whether the functionality added to or worsened the consumer experience. From this exercise, the final user experience and technology was locked down, allowing for more informed designs to be generated.