About the Product
The product is a premium segment Frost Free refrigerator.
It is called the 'CONVERTIBLE refrigerator', as it has a technical capability to convert internal storage spaces from freezer to refrigerator, and also shut off refrigerator or freezer compartment selectively whenever not required.
Besides this, the product shall have following functions and features :-
Intelligent Mode, eco modes, features like curd maker & auto ice maker.
Design Objective
Design a glass door refrigerator with classy aesthetics that shall enable increased GAD penetration potential for FF ref. category in Indian market segment.
Consumer Profile:
• Age: 35 – 60yrs.
• Income group – H-MIG & HIG.
• Geog. Loc. Metropolitan Tier 1 cities across PAN India.
• Technology conversant.
• Aesthetic sensitive.
• Quality oriented.
• Social status driven.
Product Imagery:-
• Hi-tech & technology evolved
• Minimalistic
• Follow todays Design era
• Clean
• Ownership Pride
Key Design Considerations
Product to follow dead-fronting concept approach. (i.e. when not in use, the backlights dim off and hide behind the glass door - giving it a clean look).
User Experience to be premium with a technology edge.
User Experience to be minimalist and easy as compared to competitor products.
The product is capable of converting spaces from normal refrigerator modes to freezer and vice versa.
Below figure A1 shows the types of convertible modes technically possible in this machine.
Product Positioning
(BCG MATRIX Approach)
Competitor Analysis :
Part 1 - User Observation study
To analyse the competitor design, we first conducted a user operation observation through ethnographic studies to realise the positives and negatives of existing competitor design. We observed / interviewed 25 participants.
The participants we choose were existing refrigerator users who used interfaces very often. Out of 25 participants, 20% participants were users of existing competitor designs.
The participants were given small tasks, and the efficiency in terms of time and use of cognitive minds was observed.
Competitor Analysis : Part 2 - User Observation study.
Post competitor usability study, we gained following observations:-
● The U.I. design of competitor product did not communicate its capabilities to user. 90% of users did not understand the full potential of the functions the machine offered.
●The existing running status of the product operation was not easily understood by users. It required cognitive strain for user to realize the existing running status that 'which mode the machine was working on.
● Intuitive connotation standards with with real life connect was not seen. This added to the confusion to user.
● Some functions were very serious as compared to others. This made it prudent that the new design needed to take care that serious commands should not be activated by user mistakenly.
● Fig. A, Fig B and Fig C for visual reference.
USER RESEARCH RESULTS
PRE-DESIGN - COMPETITOR USER STUDY :
1. The U.I. design of competitor product did not communicate its capabilities to user. 90% of users did not understand the full potential of the functions the machine offered.
2. The existing running status of the product operation was not easily understood by users. It required cognitive strain for user to realize the existing running status that 'which mode the machine was working on.
3. Intuitive connotation standards with with real life connect was not seen. This added to the confusion to user.
4. Some functions were very serious as compared to others. This made it prudent that the new design needed to take care that serious commands should not be activated by user mistakenly.
5. Few users desired temperature control settings, and some users also preferred auto temperature i.e. no need for manual intervention of temperature settings - rather the machine does it all.
POST-DESIGN - COMPETITOR USER STUDY
1. Addressing point 1 of above, we designed the UI using a connotative method and also by breaking out the complexity by sub-level. Here we depicted each mode separately with iconic diagrams that was easy to grasp by user. This was well taken by users, and 100% user agreed that the shift was a definite improvement.
2. The existing running status was bright LED backlit, whereas the non active elements were very dimly lit (approx. 80% lesser bright than activated elements). This enabled users not only to realize the current settings of the machine easily, but also helped to observe the current settings from a distance of approx. 3 to 3.5 meters.
3. Intuitive connotations of symbolic icons of refrigerator helped users realize the no. of modes and possibilities the machine could offer users.
4. Primary commands that were of priority 1 seriosness, were provided with 3 sec. press and hold as well as a long beep. This eliminated accidental operations. Also, a child lock was provided for similar reasons.
5. An auto feature is provided that eliminates the intervention of user to manually set the desired temperatures, and lets the machine do its rest. This was a feature that the users are ready to pay a good premium of approx Rs. 1,500 per unit.
Modularity as a solution
The brief was generated as per market requirements spelled by marketing team.
The UI needed the following areas to be considered. :-
A) Convertible capabilities of the freezer and refrigerator spaces.
B) Temperature settings capability for individual freezer and refrigerator zones.
C) Additional functional features like auto ice maker, curd maker, economy mode, intelligent mode etc.
The brief also mentioned that there was a need for variant in the convertible refrigerators. i.e. as follows:-
1. Only functional features like curd maker, ice maker etc.
2. Only convertible modes.
3. Convertibles and functional features
4. Convertible and temperature settings for freezer and main compartment.
5. Temperature settings and functional features.
This was resolved by modularity approach.
Below fig. F shows the modularity concept in detail, where each cluster comprised of an independent corresponding PCB in the internals.
The final UI design was structured in 3 distinct zones : -
Zone 1 : The top zone of primary functions : It was understood that convert was the most primary function, and also needed most attention. Hence maintained the top area for convert zone.
It was also realised that this function cannot afford to be accidentally activated. Hence, a 3 sec. press and hold behaviour was provided for this function command.
Zone 2 : The temperature settings zone at mid area : The priority of temperature settings for freezer and refrigerator compartments came 2nd. Here, we grouped the 'freezer chill' feature and 'Turbo Chill' feature. These 2 features were grouped within this zone, as it belonged to temperatures, and also had strong relationship with freezer and refrigerator compartment.
Zone 3 :The additional feature functions at bottom : The additional function features become the tertiary activities for user in priority of importance, and have a dedicated space at the bottom line.
The UX of this UI design is extremely classy with a premium feel. It works on touch (capsense technology) and has a dead-front approach (i.e. when not in use, the backlight LEDs dimm off and hide behind the glass door - giving it a clean look).
Only the word 'MENU' keeps bright lit to connote :-
a) That the machine power is 'ON' - machine doesn't need a power LED depiction.
b) The user is depicted with first point of touch to awake the interface.
SOUND RESPONSES & VISUAL RESPONSES:
We followed a system of sound response : We observed that there were 3 stages/types of user usage cases in typical for any action : i.e. Act 1 - Triggers a function. Act 2- Enters desired function and sets paramaters. Act 3 - Activates / sets that function by coming out of it.
Sound responses for above is : Long beeps for Act 1 and Act 3, and Short beeps for Act 2.
Visual responses for above is : Blinking for Act 2. And backlit or unlit for Act 1 and Act 3.
Let us read a task to understand this :-
TASK A : Convert the machine from 'Freezer - refrigerator' mode to 'Refrigerator - Refrigerator' mode.
1 - Triggers a function : Here, the user will press the central 'CONVERT' button with a 3 sec. press and hold to avoid accidental activation. This will occur with a simultaneous long beep.
2 - Enters desired function and sets paramaters/selections Here, the user is inside the activity and will toggle from one mode to another in left to right manner. User shall toggle till the desired mode is selected. During toggle there is short beep and the selected mode is blinking.
3 - Activates / sets that function by coming out of it - After waiting for 7 secs without any activity, the machine will activate the active selection with a long been, and the blinking shall stop.
