Redefining the way people consume beverages
George Howarth · 2012
This thesis describes the development an innovative reusable bottle and beverage enhancement system that will be used to kick-start the recently founded company Oto. The Oto Bottle brings convenience, fun and sustainability to the creation of on-the-move beverages. As such, the thesis is carried out in parallel with two Strategic Product Design Masters students who focus on the brand and strategy elements of the company’s origins. Problem Definition Current attitudes towards personal hydration promote the use of disposable bottles. Whilst offering convenience, the benefits come at a price, literally and environmentally due to the waste involved. The main objective of this graduation thesis is to develop an alternative to packaged beverages through understanding users needs and bridging the gap with innovative and attractive product offerings. Methodology The project iniated with research into the driving factors behind the bottled water industry. This was used to understand consumers’ motivations and structure a research method that would identify opportunities. An intensive qualitative research process was undertaken employing observations, interviews, focus groups and user tests. The user research was then analysed and translated into design specifications and user needs. These were summarised in personas that provide an overview of the users context and motivations, This rich information was then used to support the design of concepts suitable for those users needs. A range of concepts were developed and analysed compared to the design specifications, user needs and brand values. The strongest concepts were then further developed and analysed through prototyping and 3D development of their mechanisms. An emerging design direction was then developed further until proof of concept, using prototyping techniques including 3D printing. The design and interaction was then tested with target users in order to identify their preferred interaction qualities. Once selected the emerging concept is then further detailed and analysed within the context of the Oto brand. Target Market The target market for the Oto Bottle is predomenantly young, active professionals with busy high-stress lifestyles. They have high demands from their products and have little free time to enjoy their lives. These users are passionate about products that allow them to achieve their goals. Concept Proposal The Oto Bottle and Drops take the form of a compact and convenient mobile beverage creation system. The bottle provides storage space for 5 beverage enhancement ‘Drops’ and can contain 600ml of water. The Oto Drops contain different performance or flavour enhancing ingredients that allow the user to customise their daily beverage consumption. When loaded with Drops and Water the user twists the selection tray to align with the dispensing button. After which, the active ingredients in the Drops emit effervescence and create the desired beveage. One of the key differentiating factors is that Oto aims to support its users by incentivising sustainable attitudes. This also helps to reduce the small amount of waste that is used in packaging the Drops. Through comparisons with similar, yet less functional, products on the market, it is anticipated that Oto can be competitively priced encouraging users to buy into the system. Evaluation The thesis concludes with a final product evaluation from users with no prior knowledge or experience of Oto. The main reason for this, is to analyse the effect that the design has on users’ perception. It can be concluded that the Oto Bottle and Drops system achieves its intended goal of providing ‘proof-of-concept’ for the new product category of ‘portable beverage poduction systems’