Multi-sensory Design in Detergent Powder Product Development

Multi-sensory Design in Detergent Powder Product Development

Ma, X.

Desmet, P.M.A. (mentor)
Knoops, S. (mentor)
Schifferstein, H.N.J. (mentor)

Industrial Design Engineering

Industrial Design

Master of Science Strategic Product Design

2009-10-26

We experience the world through all our senses. People’s evaluation on the product is the same. It is very hard to measure how powerful the detergent product is or how clean the clothes really become. We make all the judgment through the information we receive from our senses. ‘Simplest way, best result’ as the core claim of ‘Dirt is good’ detergent brand platform has been intensively communicated to the customer through the product functional performance and the marketing effort. However there was limited work has been done on how to align the product sensory attributes with this claim. This challenge fits perfectly with the mission of Multi-sensory design, which is materializing abstract ideas into concrete products that optimally communicate these ideas through all the senses (Schifferstein & Desmet, 2008). So in this project a Multi-sensory Design perspective was adopted to tackle the challenge. Indian hand-wash market is one of the largest hand-wash markets with 96% laundry done by hand. And the characteristics of hand-wash show that, people interact intensively with the product sensory attributes during the hand-wash laundry. Therefore, this project further focuses on Indian detergent powder hand wash market. The design approach is based on the Model proposed by Desmet (2009) and Multisensory Design method proposed by Sonneveld, Ludden and Schifferstein (2008). In this design approach, ‘Simplest way, best result’ brand claim was put in to the target laundry context to study what this claim means to the product effect (Effect Vision), the product interaction (Interaction) with target user. Then based on the product effect vision and the interaction vision, the product qualities as well as sensory qualities were explored in order to see how the target product effect and product-user interaction can be achieved. Then based on the Product Vision and the Multisensory Vision, the product concepts (detergent, package and their combination) were developed. In the last phase, product concepts were evaluated by the target customer and the feedback from the target customer was gathered for future product development. At last, several important insights on Multisensory Design application in new product (detergent powder) development were shown and discussed.

Multi-sensory Design

http://resolver.tudelft.nl/uuid:1c9c1b72-379d-4ce5-a6ac-46894703e1b9

2010-10-26

Campus only

Student theses

master thesis

(c) 2009 Ma, X.