'Living' for JOOLZ - Where the ride begins

Abstract

This master thesis explores how to extend the product line of the Dutch stroller company JOOLZ with products that support parents in their homes. Traditionally JOOLZ designs , but want to explore possibilities beyond this market segment. The focus of the assignment is parent life in a large metropolis, such as Tokyo, New York and Amsterdam. Through desk and generative research, the solution space is explored in terms of important aspects of parent child relations as well as everyday life 'rituals' such as sleeping, 'involvement' and nourishment. The solution space is also explored in relation to trends and aspects of parent life in a metropolis, such as space constraints. New tendencies such as micro living are taken into account because the (reduced) availability of space in metropolises are a factor of modern life, a trend which is also being addressed by other companies such as IKEA. Together with various experts and professionals inside and outside the company a series of iterations on concepts and concept directions are carried out. The resulting concepts are documented in stages include the final selection. ‘JOY’ is the name of the selected concept, a mobile device that facilitates everyday life. JOY is a movable frame with interchangeable applications (hammock, dining chair and baby gym) that can be changed according to the area, sparing the space that positioning devices for baby born take. The final concept is detailed to a level where it is feasible and ready to be taken further by domain experts. An analysis of the design characteristics of JOOLZ products is used to show how the selected concept could be made to fit with the JOOLZ portfolio, but still exploring 'new' aesthetic territory. The report concludes with recommendations for how to further develop the concept.