Ironing Out the KinksInnovation & Design

Team IronMenDavid ChiuBill GradyShriram Venkataraman

CLICHES________

INTERACTION• Use hand, horizontal movements• Plug into outlet, fill water, press button to

dispense• Use on flat surface, iron different sections

separately

PRICE• Tiered pricing: $50+; $50-$20; <$20• Individual ownership• Functionality based sales pitch

PRODUCT• Corded, electrical, some cordless• Holds water, generates steam• Heated plate to remove wrinkles• Temperature selection dial

HYPOTHESIS 1________

What if ironing was not a chore?

INSIGHT 1________

Most people do not look forward to the task of ironing, but once they are into it, many are indifferent and some find it

therapeutic.

CONCEPT 1________

Happy HourMaking ironing social & fun

CONCEPT 1________

Happy HourMaking ironing social & fun

IM-PRESS

• Sign up online• IM-PRESS VIP card• Create group• Invite friends

• Select site & time• Add to favorites• Agree to activity• Get there!

• Social time• Play games• Share a drink• And iron!

• Earn points• Ironed clothes• Select next site• New sign ups!

Ironed In

HYPOTHESIS 2________

What if an iron wasn’t an appliance?

INSIGHT 2________

Having your laundry done for you should make your life easier, but the process of getting clothes dry cleaned is often less convenient

than just ironing yourself.

CONCEPT 2________

UBER IRONING

• The ironing service app of the future

• For busy city dwellers,it is more time-efficient

than ironing

Benefits________

• Easy to useIron with your smartphone

• Easy to rushPicked up at a moment’s notice

• Easy to payUnlimited monthly subscription

HYPOTHESIS 3________

What if your iron was a show piece that’s functional, attractive, and you’re proud

to display?

INSIGHT 3________

The shape and color of the iron matters to consumers, but they

hide it away in a laundry room or

basement. People iron to look good, but irons are ugly and

plain.

CONCEPT 3________

Mars Rover

• The “Mars Rover of Irons” in form and function

• For apartment dwellers,this takes up less space and is

display worthy

CONCEPT 3________

Mars Rover

• Mars Rover inspired form and function

• Minimalistic design with futuristic materials

• Converts to a lamp • Versatile and

decorative

• Ironing board emits steam

• Iron and board in one

CONCEPT TESTING________

INDIVIDUAL RESULTSInnovative

Functional

Time/ Space Efficient

For me

Value/ Valuable

Elegant

0

5

Happy HourUber IroningMars Rover

Average of Individuals Rankings  Happy Hour Uber Ironing Mars RoverInnovative 2 3.5 4Functional 2.5 4.5 5Time/ Space Efficient 1 5 4For me 1 4.5 2Value/ Valuable 2 4.5 2.5Elegant 1 4 3.5

CONCEPT TESTING________

GROUP RESULTS

INNOVATIVE FUNCTIONAL TIME/ SPACE EFFICIENT

FOR ME VALUE/ VALUABLE ELEGANT MOST FAVORITE

HAPPY HOUR

UBER IRONINGMARS ROVER

UNORIGINAL USELESS INEFFICIENT FOR OTHERS WORTHLESS BLAND LEAST FAVORITE

UBER IRONING WAS THE CLEAR WINNER

“My favorite because of its value of time”

HAPPY HOUR WAS LEAST PREFERRED

“Interesting idea but social is not sustainable”

MARS ROVER GOT DECENT SCORES

“Simple yet cool, quirky”

CONCEPT TESTING________

Feedback

WinnerUBER IRONING

“The value of time is the most important factor”

“I’d do this tomorrow”

OKMARS ROVER

“Dual function is appealing”

Do not pursueHAPPY HOUR

“I don’t see the social component as an

added value”

CONCEPT TESTING________

Recommendations

WinnerUBER IRONING

• Price is a driving force on adoption, monthly subscription has to be cheaper than dry cleaning

• Time savings and easy of use are points of differentiation

• Familiar technology (Uber)• For people always on the go

Thank you