NEW FAMILIES

a seismic shift in family structure requires a new way of thinking about appliances

Globally, the family is undergoing rapid changes as roles, structures, and values are being redefined for the 21st century.

Yet we are still designing appliances for a family that is no longer the majority.

SCOPE OF WORK

1. Understand how the families are evolving, with a focus on emerging lifestyles, attitudes and behaviors. Target regions: US, Brazil, China, India, Europe, and South East Asia.

2. Build a strategic framework that enables global alignment and regional differentiation.

3. Generate actionable opportunities for Samsung’s Digital Appliance business to anticipate the future needs of these new households.

PROJECT ACTIVITIES

• Global ethnographic research in 17 cities worldwide

• 29 expert interviews

• Regional analysis / global synthesis

• Needs mapping

• Insight framing

• Strategic framework / Design principles

• Co-creative Design workshops / concept visualization

• Outcome socialization

KEY INSIGHT

In each region that we studied, family structures are undergoing dramatic changes. Today’s families are more complex and dynamic than ever, but we are still designing appliances for a traditional family that is no longer the norm.

These new families need Adaptive Appliances that:

• ADAPT to a wide range of users

• EVOLVE with the family over time

outcomes

A global innovation framework that maps out a strategic evolution for Samsung’s Digital Appliance business from a fast-follower to a home technology leader, including many product- and platform-level concepts that were commercialized.