Applied Theory SDES 704Winter 2011Professor Robert Fee

TeamBilliejean CurvanCary RobinsonDanny YangHani Alharthi

The Napkin Holder

Content

Design Brief introductionScope of Work

Statement of OpportunityObjectives

Marketing BackgroundEngineering Parameters

Manufacturing CapabilitiesMethodologyDeliverables

Timeline

BiographiesValue Proposition Draft Concepts based on inital research findings: per-sonas and various occasion

settings

Refined Napkin Holder concepts based on

reoccurring social setting themes and modeling mock

up testing

1 2 3 4 5

3

Appoint has been a pioneer in home-based sales and has adapted its in-depth knowledge of social networking (long before there was an internet) to the new digital marketplace. At last, they have come to us with a new challenge. They are preparing a proposal for Sears, who would like an upscale section in their housewares section, with the potential to migrate the products throughout various sections of the store. Appoint has no retail environmental experience from which to draw a design language or product strategy. That is why they have come to us, and this could be consid-ered a test of our ability to produce, and produce quickly.The first product assigned to us is the lowly napkin holder that sells for $2 - $10. Not much of a challenge. But it is precisely because the product is so simple that makes differentiation so difficult. This is to spearhead a line of table-top landscape products that inspire the homemaker and gener-ate repeat sales.

Appoint says that it wants a design that is unique, functional, and economical to produce. The reality is that they want much more than that. They need a plan, a strategy; but any ideas, regard-less of how salient they are, will be ignored or scoffed at unless we lead with a good fundamental design.

Introduction1

4 Scope of WorkStatement of Opportunity

Exactly 94% of our survey respondents said they use napkins while dining, and in other daily activi-ties. The napkin holders primary function is to hold napkins, yet only 16 % of those same survey takers said they owned one and most of these people received those napkin holders as gifts. Of these survey participants, 44% said they would buy one if they had a designated eating space, if it matched the dcor or for special occasions. These findings clearly indicate that there is a gap between napkin users and the actual purchase of the napkin holder. Looking closer at the various settings that napkins are used, people engage in a variety of activities aside from dining, including socializing, sharing, watching television and reading. There are also other items that occupy table space such as dinnerware, utensils and condiments. Social gatherings involve multiple people eating, drinking and talking in various locations, while traditional dining is usually stationary and staged. Spontaneous eating normally takes place in front of the television or computer, and in most of these cases, there is limited space and users improvise. In each of these dining experi-ences, the current napkin holder best accommodates one setting: Traditional dining. The product opportunity lies in developing unique, high-end napkin holder concepts that will compliment each occasion.

Statement of opportunity

The extent of our scope is fixed specifically in two categories, contextual research and strategy. Our focus was on the topic of Napkin holders but most importantly ways in which we could present it with quality materials perceived as upscale. Aside from this primary goal we also explored strategic positioning for the Sears retail space and concepts that facilitated functions of unique settings.

Scope of work

5Objectives

To design solutions for the napkin holder that will increase its value as an everyday kitchen resource, provide Sears with a unique solution that will build and increase revenue within the upscale home goods market (of which they currently do not compete well) and offer a product that facilitates multiple functions within social settings and within everyday dining use.

Objectives

6 Marketing Background

Development of the Napkin Holder in History

Have there been any major developments of innovations with the product?

Thepopularityofthenapkinholdercorrespondedwiththeinventionofthepapernapkinby Scott Paper Company in 1930. Wroughtironnapkinholdersandringswereproductsof19thcenturyblacksmiths,until mechanical napkin holder production replaced this handmade method. Vintagenapkinholdersmadeofbrightlycoloredplastic,eithertransparentorsolid,played an important part of kitchens during the 1950s, 60s and 70s. Aniterationofthenapkinholderisthenapkindispenser,whichoffersadditional functionality with its design. For the napkin dispenser, napkins are enclosed within the tight, metal casing of the dispenser, which allows users to remove a single napkin at a time, while the remaining napkins are held together in place. (Napkin dispensers are typically found in the majority of restaurants and public eateries. Napkin holders, which can be considered simple and more aesthetically pleasing, are found in most households and classrooms.)

What is the system that exists for the product?

ThebasicNapkinholdercanbecategorizedintwoways:horizontalandvertical.These represent a innovation the Napkin Holder design saw throughout its existence, as a result the Napkin Dispenser is a popular table top tool in commercial settings.

Theirmainpurposeistogenerallyholdnapkins;however,otherfunctionsincludeservingas complement decorations. Verticalnapkinholders(andsomehorizontalnapkinholders)sandwichnapkinsbetween two surfaces that are of the same size and shape, making the napkin holders symmetrical. In vertical holders that sandwich, the bottom is usually about the size of a square paper napkin, about 7.25 inches by 7.75 inches while the top side can be any shape, as it acts as a paperweight. Some napkin holders rely on the weight of the edges to secure it, while

Marketing Background

7

others rely on the entire weight of the holder to secure the napkins. Anothertypeofhorizontalstyleholderslacksaweightalltogetherandismerelyabasewith four edges. Thedesignofnapkinholdersislargelybaseduponpreconditionsofthespaceorspaces that the napkin holder will occupy. If limited table space is available, a vertical design may be more practical. However, if conserving space is not an issue, a horizontal napkin holder is advantageous, as well as slightly easier for the subject to access. Color,style,anddurabilityarealsobasedontheenvironmentandthearchitecturalstylesof the selected room or rooms. Priceandbudgetarealsodeterminingfactorsofanapkinholdersdesign,whichusually range between 10 and 50. Thegeneralmaterialsusedtoconstructthisproductareacrylic,hardwood,plywood, wrought iron, wire or sheet metal.

What organizations have made this product their focus?

PopularMechanicsandPopularSciencedo-it-yourselfmagazinesfeaturedthecreation of the napkin holders , taught by amateur woodsmiths and metalworkers and classified as a fairly easy project. SomeofthemorepopularbrandsofnapkinholdersareSimpleHuman, Lenox and Pfaltzgraff

Are these organizations a standalone business? Pfaltzgraffnolongerastandalonebusiness,howeverthisbrandofkitchenwarecanbe found in a variety of department stores including Belk, Macys and Target. LenoxfineChinadinnerware;standalonebusiness SimpleHumantoolsforefficientliving;standalonebusiness

Marketing Background

8 Engineering Parameters Manufacturing Capabilities

Appoint believes in building and maintaining lasting customer relationships. In combination with providing Sears with a line of upscale home goods products, we provide value manufacturing to advance product quality and functionality, resulting in precise product solutions. We take pride in the work we perform and are wholly committed to advanced craftsmanship and close attention to product details. Our operations include stainless steel stamping, solid wood fabrication, precision tool fabrication, metal casting and plating, natural and synthetic rubber molding, laser engraving, label dcor, high gloss piano PU coating, buffing, component assembly and custom packaging. Our design and manufacturing software includes: Keyshot, Rhino, SolidWorks, Photoshop and Illustrator.

Manufacturing Capabilities

The standard engineering parameters of our concepts are weight, length and height, shape, strength and durability, reliability, adaptability and convenience of use. Because our napkin holder concepts are only one component to be included during ones dining experience, we stayed within the means of each of these necessary factors. The more compact we make our design, the less space it will occupy in a persons dining setting. Incorporating the most functions into the design of our concept, the more practical our product will be in comparison to other home goods.

Engineering Parameters

9Methodology

By utilizing Secondary and Primary research (quantitative, qualitative), we can better understand the Napkin Holder and comparable products within the upscale home goods market and there for its potential, positioning and strategy.

Secondary ResearchSecondary research will include internet and library resources and Popular Mechanics magazines. We will utilize these resources to identify if there are any major developments and innovations of the napkin holder, and to evaluate the qualities and functions of the existing products on the market.

Primary research will include surveys, photo observations in several settings, commercial and personal homes as well as individual contextual inquiry, about use and perceptions of the napkin holder.

Each of these processes utilized a diverse range of digital tools such as digital cameras, audio/video recorders, internet-based questionnaires and database resources.

Methodology

10 Observations

In-home dining observation were conducted in order to get a better understanding of the dining experience. Aside from eating, people engage in several activities including socializing, watching television, reading, sharing as well as other activi-ties that shifts their focus away from just eating. People use a number of other items while eating including dinnerware, cutlery and condiments.

11

Surveys were administered in order to access peoples perceptions of the napkin holder. The purpose of these suveys will allowed us to determine:-whether or not people used napkins-how people store napkins-what other items people use during dining-whether or not people would purchase a napkin holder and why-how much people would spend on a napkin holder-what qualities people consider before purchasing home good products-what brands of kitchenware people prefer

Timestamp

Do you usenapkins when

dining?

If you answered"yes" to question 1,

what kind ofnapkins do you

use?Why don't you use

napkins?How do you store

your napkins?

What other itemsdo you use during

dining?

Would youpurchase a Napkin

Holder? Why orWhy Not?

How much wouldyou spend?

What qualities doyou consider when

purchasingkitchenware?

If you selected"brand" which ones

do you preferWhich do you

consider yourself?

1/21/2011 12:56:52 yes Cloth Napkins

it implies beingmessy!!! in my lap! fork

yes i have one. itskeeps the napkinsnice and neat!! $4-$7

price, quality,style/design, color,material

i didnt select abrand Super Dynamic

1/21/2011 13:04:37 yes Cloth Napkins i do... i don't...

forks, spoons,knives, hot sauce,salt, pepper, etc...

no, it is notneeded.... it's finejust place on thetable. $0-$3

price, quality,style/design n/a Super Dynamic

1/21/2011 13:05:21 yes

Paper Napkins,Paper Towel

i mainly use papertowels bc they aremulti

On a roll in thekitchen... savesspace. roll out thefancy napkins fordinners, and evenfancier clothnapkins when itgets formal.

hot sauce, yellowmustard, salt npepper, sometimessalsa, ranch, andhummus.

if it matched mytable decor yes,and/or if it was agift. I don't think Iwould necessarilyseek out a napkinholder, UNLESS iwas registering fora wedding andwanted it to matcha table setting. $8-$12

quality,style/design, brand

a designer brandlike kate spade. orif i foundsomething quirkywith a sense ofhumor at a resaleshop or something. Dynamic

1/21/2011 13:08:11 yes Paper Towel I use

put it under thesink

fork, chop sticks,knife, plate/ bowl,pot pad,(computer/friends)

yes, we have one.And it isconvenient forusing. $0-$3, $4-$7

price, quality,style/design

IKEAtarget Awesome

1/21/2011 13:14:55 yes Cloth Napkins N/A

In my lap til afterdinner, then on theplate

Fork, knife, spoon,salt, pepper,hotsauce, ketchup,depends on themeal

Depends, i wouldhave to see itbeing used first $4-$7 price N/A Super Dynamic

1/21/2011 13:15:03 yes Paper Napkins i use nakin

put it in the closetin the kitchen

dish, utensil(fork,spoon)

yes. it makes meeasy to tear off apiece of napkin. $4-$7 quality no idea Dynamic

1/21/2011 13:16:15 yes

Paper Napkins,Cloth Napkins,Paper Towel

occasionally whendining alone I justlick my fingers. ;)

in a pile, in acabinet or drawer

whateversilverware neededfor a given meal,plus salt/peppersometimes (it'spretty casual in myhouse)

probably not. Idon't keep mynapkins out.actually I don'tusually even usethe dining table -there's a tv on it. ;)If I set a table forguests, I placenapkins at eachplace or bring apile to the tablewith us (dependingon formality ofsituation). plus - idon't like extra'stuff'. I have toomuch stuff already.I don't need anapkin holder,ergo I don't want anapkin holder. ;) $0-$3

price, quality,style/design,material NA

Awesome, SuperAwesome,Dynamic, SuperDynamic

1/21/2011 13:19:00 yes

Paper Napkins,Cloth Napkins,Paper Towel i do use napkins on the table. spoon, fork, knife

i dont know if iwould. $0-$3 price, quality - Super Awesome

Timestamp

Do you usenapkins when

dining?

If you answered"yes" to question 1,

what kind ofnapkins do you

use?Why don't you use

napkins?How do you store

your napkins?

What other itemsdo you use during

dining?

Would youpurchase a Napkin

Holder? Why orWhy Not?

How much wouldyou spend?

What qualities doyou consider when

purchasingkitchenware?

If you selected"brand" which ones

do you preferWhich do you

consider yourself?

1/21/2011 12:56:52 yes Cloth Napkins

it implies beingmessy!!! in my lap! fork

yes i have one. itskeeps the napkinsnice and neat!! $4-$7

price, quality,style/design, color,material

i didnt select abrand Super Dynamic

1/21/2011 13:04:37 yes Cloth Napkins i do... i don't...

forks, spoons,knives, hot sauce,salt, pepper, etc...

no, it is notneeded.... it's finejust place on thetable. $0-$3

price, quality,style/design n/a Super Dynamic

1/21/2011 13:05:21 yes

Paper Napkins,Paper Towel

i mainly use papertowels bc they aremulti

On a roll in thekitchen... savesspace. roll out thefancy napkins fordinners, and evenfancier clothnapkins when itgets formal.

hot sauce, yellowmustard, salt npepper, sometimessalsa, ranch, andhummus.

if it matched mytable decor yes,and/or if it was agift. I don't think Iwould necessarilyseek out a napkinholder, UNLESS iwas registering fora wedding andwanted it to matcha table setting. $8-$12

quality,style/design, brand

a designer brandlike kate spade. orif i foundsomething quirkywith a sense ofhumor at a resaleshop or something. Dynamic

1/21/2011 13:08:11 yes Paper Towel I use

put it under thesink

fork, chop sticks,knife, plate/ bowl,pot pad,(computer/friends)

yes, we have one.And it isconvenient forusing. $0-$3, $4-$7

price, quality,style/design

IKEAtarget Awesome

1/21/2011 13:14:55 yes Cloth Napkins N/A

In my lap til afterdinner, then on theplate

Fork, knife, spoon,salt, pepper,hotsauce, ketchup,depends on themeal

Depends, i wouldhave to see itbeing used first $4-$7 price N/A Super Dynamic

1/21/2011 13:15:03 yes Paper Napkins i use nakin

put it in the closetin the kitchen

dish, utensil(fork,spoon)

yes. it makes meeasy to tear off apiece of napkin. $4-$7 quality no idea Dynamic

1/21/2011 13:16:15 yes

Paper Napkins,Cloth Napkins,Paper Towel

occasionally whendining alone I justlick my fingers. ;)

in a pile, in acabinet or drawer

whateversilverware neededfor a given meal,plus salt/peppersometimes (it'spretty casual in myhouse)

probably not. Idon't keep mynapkins out.actually I don'tusually even usethe dining table -there's a tv on it. ;)If I set a table forguests, I placenapkins at eachplace or bring apile to the tablewith us (dependingon formality ofsituation). plus - idon't like extra'stuff'. I have toomuch stuff already.I don't need anapkin holder,ergo I don't want anapkin holder. ;) $0-$3

price, quality,style/design,material NA

Awesome, SuperAwesome,Dynamic, SuperDynamic

1/21/2011 13:19:00 yes

Paper Napkins,Cloth Napkins,Paper Towel i do use napkins on the table. spoon, fork, knife

i dont know if iwould. $0-$3 price, quality - Super Awesome

Surveys

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OCCASIONS

Traditional Dining

SpontaneousMeal

SocialGatherings

Person(s)

Unplanned

Food Food

Guests

Entertainment

Entree

Snack

Eating Space

Table Chair Couch

Floor

Bed

Utensils

Cookware Napkin Holder Kitchenware

Pot

Pan

Skillet

Cutlery

Napkins

Cup/Glass

Family

Utensils

Eating Space

Food

pray

socialize

watch tv

Cookware Napkin Holder Kitchenware

Pot

Pan

Skillet

Cutlery

Napkins

Cup/Glass

timedisplay

holdsnapkins holds flowers/candle

Utensils

Cookware Napkin Holder Kitchenware

Pot

Pan

Skillet

Cutlery

Napkins

Cup/Glass

Entree

Finger Food

dinnertable

Beverage Beverage

Music

Games

social onlook ThemedAttire

Eating Spacecentralized

decentralized

holddrinks

wipespills

wipe hands/mouth

Methodology

13

Adapted from Knowledge Funnel

Theme Extraction Process

Research

Patterns

Themes

Concepts

Sears home goods department and in home dining observation: collection of layout and product marketing set-up. Surveyed over 100 individuals about their napkin and napkin holder use as well as dining practices.

Through product analogies, we were able to begin making associations and categories of trends and patterns within our research. Several themes emerged: Traditional occa-sions, spontaneous and social.

Within these categories there were common uses and needs of napkins and other utensils etc we were able to create 3 unique Napkin holder solution facilitating all of the below; traditional, spontaneous and social dining

We rendered 4 concepts for our client Sears, 3 of which were tangible products while the third was a tactical recommendation for the HomeGoods department, this fourth concept was conceived from our retail observations.

Process explained

Research Extraction

14 Re-framing Statement

The Napkin holder serves its best purpose during traditional and stationary dining, but what about the other occasions?

Re-framing Statement

15

Tasks Week1 Week2 Week3 Week4 Week5 Week6 Week7 Week8 Week9 Week10

SecondaryResearchonTopic

MapSecondaryResearchFindings

DevelopProjectBrief(basedonproposal)

DevelopResearchQuestions

SelectRetaillocationtoobserve

Imagedocumentation

ConductSurvey

AnalyzeSurveyfindings

Affinitzedata

Synthesize&patterns

Develop"turn"statement

MidtermvideoPresentation

VisualizeProcess

Developconcepts

RefineConcepts

Renderings

FinalVideo

ProcessBook

TimelineDeliverables

Research VisualizationMidterm VideoStoryboard Concept Draft PresentationFinal Video

Deliverables

Timeline

16

For families who adhere to traditional dining customs, for those who desire a one-stop solution to facilitate social gatherings and for individuals who dont have designated eating spaces, Appoints new line of Napkin Holder solutions accommodates these various occasion settings.By addressing the needs of stationary table-top restrictions during dining and by incorporating features that adapts to limited space and non-traditional eating habits, our product consolidates multiple functions into a unique solution unlike existing market offerings.Unlike existing Napkin Holders, Appoints concepts integrates unique functionality while emanating quality and sophistication.

Value Proposition2

Value Proposition

17

18

The three proposed concepts were conceived from analyzing the various settings within social, traditional and spontaneous dining. While our initial approach involved trying to create a Napkin holder that facilitated all of these unique settings, further insights led us to develop several unique options that met all of the above settings. This portion of sketches, shows our process and consideration for function, aesthetic and value.

Concepts3

Initial Concepts

19Initial Concepts

20 Initial concepts

21Initial Concepts

22

Value PropositionFor individuals who dont have designated eating spaces, Appoints new line of upscale Napkin Holders will accommodate this setting. By incorporating features that adapts to limited space and non-traditional eating habits, our product consolidates multiple functions into a unique solution unlike existing market offerings. Unlike existing Napkin Holders, Appoints mobile concept integrates unique functionality while emanating quality and sophistication.

Exploration of mobile device that can be atached

Highlighted problems within first round drafts

minimal material clamp in steel to optimize space.

Exploration of various clamp options that dont consume too much space.

Final concept proposed by Cary

Guiding PrinciplesAs our guiding principles, we kept in mind that this solution had to facilitate convenience and mobility. It also had to work well in limited space environments and be adaptable to multiple types of surfaces.

This concept best accommodates the spontaneous eater whos setting is often times inconsistent and non-stationery, for this reason weve considered easy to clean surfaces and adaptable placement.

Personas

ManufacturingManufacturing will involve a 4-step process: metal casting and fabrication, synthetic rubber molding, buffing and finishing. It will occupy approximately 5% of users designated eat-ing spaces.

Space Analysis

Limited available space

may slip off

?

What prevents napkins from

falling off? How will we load napkins?

23

Center & corners are available

Value PropositionFor families who adhere to traditional dining cus-toms, Appoints new line of Napkin Holders will accommodate this setting.By addressing the needs of stationary table-top restrictions during dining, our product consolidates multiple functions into a unique solution unlike ex-isting market offerings.Unlike existing Napkin Holders, Appoints con-cepts integrates unique functionality while emanat-ing quality and sophistica-tion.

Solution maximized opportunity for traditional holder functions

Concept evolved into sophisticated design but still problematic/base

Exploration with balance of nap-kin holder

Exploration with various bases for better balance.

Final concept for the napkin holder reamins well designed and facilitates traditional dining

Guiding PrinciplesWe took into consideration that this napkin holder would serve as an alternative to the customary flower vase center-piece, and would be in a fixed position on a dining room table.

This concept best accommo-dates those eaters who are concerned with table presen-tation and for those stationary eaters who have a designated eating time and space. Weve incorporated a flower holder, clock and the traditional salt and pepper. shakers.

Personas

ManufacturingManufacturing will involve a 6-step process: metal casting and fabrication, stainless steel stamping, solid wood fabrication, high gloss piano PU coat-ing, buffing and finishing. It will occupy approxi-mately 10% of users table spaces.

Space Analysis

24

Value PropositionFor families who who desire a one-stop solution to facilitate social gather-ings, Appoints new line of Napkin Holders will ac-commodate this occasion settings. By addressing incorporating features that adapts to limited space and cedentralized eating, our product consolidates multiple functions into a unique solution unlike existing market offerings. Unlike existing Napkin Holders, Appoints con-cepts integrates unique functionality while emanat-ing quality and sophistica-tion.

Initial concept is an all purpose napkin holder

Explorations to better utilize the shape of the design

Second rendition of concept to better use the utensils space.

Further exploration with corner napkin holders.

Final concept facilitates all the guiding prin-ciples and design language.

Guiding PrinciplesAs our guiding principles, we realized that our solution had to facilitate convenience within social settings, function well in decentralized environments and accomodate the needs of various napkin users.

This concept best accommo-dates those who are accident prone, those who eat care-lessly and to those who can not stay situated in one area while eating. This design contains detachable napkin pockets to suit people in mul-tiple eating locations.

Personas

ManufacturingManufacturing will in-volve metal casting and fabrication, solid wood fabrication, natural rubber molding, high gloss piano PU coating, component assembly, buffing and fin-ishing. It will occupy 10% of table space.

Space Analysis

image here

Multiple spaces available

25

RefinedConcepts4

26

Facilitates the traditional and stationary dining space.

C 1

27

Concept 1: Traditional dining setting

28

C 2Facilitates spontaneous meal times where there is limited space.

29

Concept 2: Spontaneous dinning setting

30

This concept mirrors the typical social set-ting that is decentralized and there is a need for multiple functions.

C 3

31

Concept 3: Social gathering setting

32

By taking advantage of the space in the Home Goods section of Sears, placing products in context it gives consum-ers an idea of how the products would look in their own space.

C 4

33

Concept 4: Retail Experience setting

34

Biographies5

35

3rd Quarter Design Manage-ment M.A Candidate

Design Manager, Director, Research & Strategy, Graphic

Design

2nd Quarter Design Manage-ment Graduate student

Design Manager, Graphic Art-ist, Research & Strategy, Video

Editor

2nd Quarter Industrial Design Graduate student

Senior Video Editor, Concept Designer, Graphic Designer

2nd Quarter Industrial Design Graduate student

Concept Designer, Photographer, Videographer

Billiejean Curvan Cary Robinson Danny Yang Hani Alharthi

36

Appendix

37