Nidhi Rao's Portfolio

Spruce Kiosk Design

Spruce is a modular Kitchen Company based in Bangalore, India. Spruce aims to exude excellence and craftmanship in its design

*Project details have been changed for client confidentiality

Company:

Spruce

Duration:

6 Months

Role:

Product Design Intern

Tools Used:

Fusion 360, Keyshot, Illustrator, Figma

Want a short summary?

View Case Study Deck

Overview

Target Audience:

To design a ‘show and tell’ kiosk for Spruce that effectively showcases their wide range of innovative modular kitchen offerings. The kiosk will be placed in malls, both new and old apartment complexes, and at events, enabling customers to experience the unique product features firsthand.

Brief:

Upper middle class and High net worth Individuals

We are always on the lookout for something different

We are always on the lookout for something different

Research

Field visits were conducted to the kitchens of various target customers to gain insight into the consumer's mindset. The interviewees provided a glimpse into their decision-making process when choosing a kitchen, what they valued most about their kitchen, and aspects they believed could be improved.

We have to think about the
space and storage in a kitchen

We have to think about the
space and storage in a kitchen

We have to think about the space and storage in a kitchen

I would only hand the construction of my kitchen to
someone I trust

I would only hand the construction of my kitchen to
someone I trust

I would only hand the construction of my kitchen to someone I trust

Kitchens should be easy to clean and organize

Kitchens should be easy to clean and organize

Our kitchens must be suitable for Indian ingredients and cooking techniques

Our kitchens must be suitable for Indian ingredients and cooking techniques

We are always on the lookout for something different

We are always on the lookout for something different

Kitchens should be easy to clean and organize

Kitchens should be easy to clean and organize

Our kitchens must be suitable for Indian ingredients and cooking techniques

Our kitchens must be suitable for Indian ingredients and cooking techniques

Research

I visited different kiosks in Malls

to gather inspiration and insights. Apart from requiring seating and finding it difficult to get customer’s attention when the crowd is low, the kiosk salesmen are generally able to manage well. A promotional kiosk for

a school explained that thanks to the kiosk, they can get 20-50 people to sign up to their school every day, depending on the crowd.

I visited different kiosks in Malls to gather inspiration and insights. Apart from requiring seating and finding it difficult to get customer’s attention when the crowd is low, the kiosk salesmen are generally able to manage well. A promotional kiosk for a school explained that thanks to the kiosk, they can get 20-50 people to sign up to their school every day, depending on the crowd.

SWOT Analysis

After studying Spruce as a brand and analyzing its competition, I noted its strengths as well as the areas that needed improvement.

Customer Journey Mapping

From Kiosk to Customer Experience Centre

Personas

High Net worth Individuals

want something unique

and are more open to experimentation

High Net worth Individuals want something unique

and are more open to experimentation

High Net worth Individuals want something unique

and are more open to experimentation

Many big foreign modular

kitchen brands and current

modular kitchen trends may not be suitable for the Indian Kitchen

Many big foreign modular kitchen brands and current modular kitchen trends may not be suitable for the Indian

Kitchen

Indians have deep rooted

traditions such as 'Vastu' and keeping separate sinks for salivated vessels

Indians have deep rooted traditions such as 'Vastu' and keeping separate sinks for salivated vessels

People desire their kitchens to be as clean as possible, hence kitchens must facilitate cleaning

Many HNI’s also have domestic helps who have kitchen units of their own

HNI’s operate on trust and

usually contact architect’s/

contractors that they know to build their homes

HNI’s operate on trust and usually contact architect’s/

contractors that they know to build their homes

HNI’s operate on trust and usually contact architect’s/ contractors that they know to build their homes

It is important for modular

kitchen brands to have a USP in order to stand out from the stark competition

It is important for modular kitchen brands to have a USP in order to stand out from the stark competition

Final Insights from the Research and Analysis

Ideation

The process of bringing the kiosk to life began with sketches, simple prototypes, and material exploration. Numerous possibilities emerged.

Cardboard prototypes

Quick and simple models of various preferred concepts were developed along with the sketches to get a basic understanding of how sturdy each form is. The material used was packaging cardboard, as it was immediately available and easy to cut and shape.

Kiosk as a Cart

The cart interpretation was selected as it offered the best portability. A range of kiosks with wheels were designed to select the best

MDF Prototypes

More detailed models were made from MDF to understand the features and to make a final decision about the form

Building the kiosk

A 1:1 scale model of the kiosk was

constructed using 12mm MDF

sheets that were CNC cut

1:1 Prototype

The ergonomics, stability and features of the prototype were evaluated

Colour, Material, Finish

Spruce had an extensive material library they were eager to incorporate into the kiosk design. After evaluating various samples of wood, metal, and marble, three materials were selected for their color and texture.

Welcome to the Spruce experience!

Welcome to the Spruce experience!

Welcome to the Spruce experience!

I will be taking you through Spruce’s excellent materials and modular kitchen designs

I will be taking you through Spruce’s excellent materials and modular kitchen designs

I will be taking you through Spruce’s excellent materials and modular kitchen designs

Testing the Kiosk

The concept was tested with a few users who fell under the target group. The customer journey at the kiosk was mapped from beginning to end.

This is a representation of what Spruce has to offer

This is a representation of what Spruce has to offer

This is a representation of what Spruce has to offer

Find out more on Spruce’s website

Find out more on Spruce’s website

Find out more on Spruce’s website

Welcome to the Spruce experience!

Feel free to take a look around Spruce’s Kiosk

Final 3D Renders

Once the form and finish were finalized, the next step was to visualize the final renders. All the details of the final model were incorporated to ensure the kiosk's functionality was clear, allowing it to proceed to the manufacturing stage

Final 3D Renders

Have some tea, dispose it effectively