what's under the kitchen sink?

PROCESS BOOKAPPLIED THEORY IN DESIGN

GRETCHEN CHERN | ADRIAN WATKINS | BRENT LANG

SDES 704-01 | PROFESSOR BOB FEE | FALL 2010

SAVANNAH COLLEGE OF ART AND DESIGN | SDES 704 | PROFESSOR ROBERT FEE | FALL 2010

PROJECT OVERVIEWWHAT’S UNDER THE KITCHEN SINK?

A Wicked Problem, as discussed in the reading Wicked Problems in Design Thinking by Richard

Buchanan, is a problem that is difficult or impossible to solve because of incomplete, contradictory,

and changing requirements that are hard to recognize.

Often times, a Wicked Problem involves the attempt to solve a problem for one particular set of

circumstances which opens the door to several new issues that must then be resolved as well.

For the “What’s Under the Kitchen Sink?” project, groups worked together to form a solution to

problems with an area that is familiar, but often overlooked. Through observation, research, and

analysis, a better solution can be created.

This book lays out our thought process for the discovery of a better solution for the area under the

kitchen sink.


PROJECT OBJECTIVESPHASE 1

• Formulate and compile surveys for users to give feedback on problems that need to be addressed

• Analyze and interpret data collected

• Identify direction of the design based on user data

PHASE 2

• Ideate and Explore design problem solutions

• Refine proposed design solutions

• Create final design solution

• Present findings and solution in formal presentation

5

SCOPESECTION OF DESIGN BRIEF

In the twenty-first century, organized living spaces are more prevalent than ever. Organizational

systems have been designed and redesigned in an attempt to make spaces more accommodating.

The scope for this project is to step back and analyze why current systems are not working to their

full potential and create a solution that will be a better fit.

First, we need to differentiate issues with products that are currently out on the market, then we must

decipher whether the issues revolve around usable space, aesthetics or accessibility. The objective

of the design weighs heavily on user data collected through surveys, photographs, and consumer

opinions on how the space should be defined.

The primary concerns of potential customers will be evident upon completion of research, thus

allowing the team to move towards the idea development process. This process will include sketches

and renderings of possible design solutions. The design must satisfy the needs of most potential

consumers, rather than targeting a specific group. By designing a portable and customizable

system, the product will afford boundless opportunities in varying kitchen layouts. Other areas of

consideration would be making the design environmentally friendly, ergonomically sound, easily

accessible, affordable and easy to clean.


PRELIMINARY BRAINSTORMSTARING AT THE WALL

Our preliminary research consisted of analyzing real-life photographs of the under the kitchen sink

area. In doing so, we discovered areas that needed attention. What stood out most was the misuse of

the full volume of the space. It was almost as if the space was asking to be filled.

It was interesting to discover how different actors utilize the space. Some people store cleaning

products under the sink, while others used it to store tools. Some people use the area as storage for

their trash can, whereas others consider the area trash and don’t use it at all.

To investigate this further, we posted a survey online asking the public to voice their opinions and

feelings about the space under their kitchen sink.


SURVEY RESULTSVOICE OF THE MASSES

The surveys consisted of ten questions regarding usage of space, previous purchases of

organizational systems, as well as demographic information such as age and household type. In total,

92 potential consumers responded to the survey.

It is apparent that most potential consumers use the space under their kitchen sink to store a wide

variety of items, therefore solidifying the need for an organizational system. Results show that 94% of

consumers do use the space under their kitchen sink. The top three categories of items stored under

the sink consisted of cleaning products at 86%, garbage bags at 42%, and household detergents

at 20%. This gave us a better consensus on how the general population uses the space and how to

better direct our design to accommodate for these items.

Roughly, three out of four survey takers reported they have never tried or are not currently using a

product to assist in organizing the area below the sink. There is a lack of appeal with the products

presently on the market, thus creating a potential to reach the needs of 76% of potential consumers

as first-time buyers.


Identifying that consumers are using the space more than twice a week on average suggests the

importance of the items everyday activities. The space is used daily by 53% of respondents, whereas

6% use it only once per month if at all.

The way a consumer feels about a product can assist with the diffusion through the market. If a

consumer reacts positively to one particular product, they may be more inclined to pass on their

excitement others in their social network. As of now, 49% of those who took the survey react

negatively toward the space under their sink, and 39% feel indifferent. There is a strong opportunity

to replace the negative attitude of the consumer by designing a system that creates a sense of

excitement.

It is apparent that each age group has a vested interest in the area under the kitchen sink, due to the

relatively even percentages of age brackets of those who chose to take the survey. Having to bend

down to retrieve items under the sink is not a large issue for 68% of those surveyed; however, 32%

feel they would use the space more if it were more accommodating. This is particularly interesting

because only 16% of respondents were age fifty-five and over, so this is not just an issue affecting

those who are older.

11

How Often Do You Utilize the Items Stored Under Your Sink?

53%

30%

10%

2% 2% 2%

Daily

2 or More Times Per Week

Once Per Week

Once Per Month

Less than Once Per Month

Never

Would You Utilize The Space Under Your Sink More If You Did Not Have To Bend Down?

32%

68%

Yes

No


MARKETING BACKGROUNDSECTION OF DESIGN BRIEF

Current systems that organize products under the sink consist mainly of simple shelving systems that

are made of plastics and do not utilize the potential volume of the cabinet. Some of these systems

consist of small organizers that latch onto doors and allow for smaller kitchen necessities to be

organized. The majority of plastic products range from 15–40 US dollars, whereas more durable

shelving units range much higher. These products are readily available over the Internet or at home

improvement/organization stores such as Wal-Mart, Target, Home Depot, and Lowe’s.

By creating a product that is customizable and accommodating to the majority of the consumer base,

the market is highly expansive and shows room for potential growth. Further research collected will

provide a basis for profiling existing and projected customer segments.

13

The final design will offer the same type of solution that existing products present as well as offering

new solutions to problems that have been ignored. We will highlight structured areas for certain

commonly used products. These can be auxiliary items such as chemicals, soaps, tools, cleaning

supplies, etc.

Channels of distribution are dependent on brand selection. This could range from internet sales,

websites or in-store displays. Our design team plans to differentiate our product in such a way that it

stands above all competitors. Branding is currently undetermined; however, the final design will show

potential for branding to emerge.


VALUE PROPOSITIONOUR IDEA’S WORTH IN WORDS

For homeowners and apartment tenants who are dissatisfied with the area under their kitchen sink,

the re-design of this area will allow for better organization and a sense of unity with the rest of the

home.

The problems under the sink arise in three main areas: the physical problem is that of not knowing

how to effectively utilize the volume of the space under the kitchen sink; the emotional problem is

the general feeling of dissatisfaction with the area; the ephemeral problem deals with organizing the

items that inhabit the space below the sink. Our product will provide a solution to these three main

problems by helping to maximize the space available, presenting the products in a positive and

inviting manner, and by being customizable.

Unlike our competitors who offer high priced, permanent fixtures that confine the user or cheap

products that do little to improve the space, our design will allow the user to have the ability to create

their own space and will be flexible to meet changes in consumer needs and space restrictions.


DISCOVERYTHE LIGHT BULB EFFECT

In looking at the relationships with the concerns for the under the kitchen sink area, we discovered

that three problems actually equal one solution. The three problems that were identified consist of

feelings about the space, the physical space itself, and the organization of the products that are

stored under the sink.

By combining feelings about the space, utilizing the complete volume, and organizing items properly,

we can create a customizable storage system that addresses all three concerns.


IDEATIONINITIAL SKETCH CONCEPTS


FINAL RENDERINGSCUSTOMIZABLE ORGANIZATIONAL SYSTEM

The overall solution is to create an organizational system that is customizable to fit any user’s

needs. Ideally, the potential user will be able to design and construct a layout that best fits their own

personal criteria for the under the kitchen sink area. This can be achieved by creating a website that

allows the user to navigate through pages that ask questions pertaining to their particular space.

Once the questions have been completed, a solution for their space will be created.

The next three pages will illustrate three variations of our proposed design solution.

25

SCENARIO 1

I am an elderly woman. I dislike having to get down on my hands and knees and try to rummage

around in the back of the cabinet searching for products that I am not even sure are down there still.

What I would enjoy is having all of the products up front so that I do not have to bend down and

reach to get them. I would; however, like to be able to get to the pipes in case the plumber comes.


SCENARIO 2

I’m a dude. I don’t actually pay much attention to what is under there. Ummm....I guess if I could

design it, I would like to have a place where I can throw my trash, and some boxes where I can throw

my junk.

27

SCENARIO 3

I am a single mom. I have four lovely children who are quite mischievous and must be monitored at

all times. What is most important to me is to have everything in its’ place and having it organized. I

would like to keep my products hidden from my guests as well as my kids.


CONCLUSIONWHAT WE LEARNED

Throughout the quarter, our group has done extensive research in order to find a solution for a

space that is familiar to most and often neglected in aesthetics and function. We have learned

that research often leads to the discovery of Wicked Problems and that Wicked Problems are not

necessarily negative. We can utilize wickedness as a tool for stimulating new ideas, discovering new

relationships, and solving the issues at hand.

As designers we have to extend beyond initial problem solving and be able to step back and re-frame

the problem to discover newer and better solutions. We have to research and analyze data in order to

have a well-rounded knowledge base. We also have to have patience and allow our ideas to develop.

We have learned that solutions to problems need not be rushed and that as designers, we must be

comfortable with the unknown.

what's under the kitchen sink?

Documents

design sdes

design thinking

design weighs

design problem solutions

proposed design solutions

better solution

kitchen sink area

professor robert fee