Dansk Cafe Blanc Urban Picnic™
This innovative dinnerware is an elegant, portable, multi-functional placesetting that includes a divided plate, bowl, individual salt & pepper, bud vase, and bamboo tray. Urban Picnic allows the user to easily transport a meal, glass, and utensils to and from the kitchen to wherever one may eat. The bamboo tray can also be used separately as a serving accessory. It’s a fantastic way to handle those quick, casual meals on the go to enhance the dining experience!
MY ROLE: User Research, Product / Industrial Designer TEAM: Design Director, 3D CAD freelancer, myself. TIMELINE: 18 weeks
EMPATHIZE
Over 3.5 years, the Scandinavian brand evolved to be more “upstairs tabletop” and returned to the timeless, yet modern aesthetic to attract younger consumers.
To better understand Dansk’s history, I analyzed past dinnerware patterns and materials. I also conducted qualitative user interviews with colleagues, family, and friends to evaluate what, where, and how people ate their meals.
The insights I gleaned helped build empathy and guide direction for the design.
DEFINE THE PROBLEM
Families don’t eat together at the dinner table anymore. Life is on the go.
The challenge was to create an innovative, new collection of portable eating and entertaining items that enhance the experience and reflects the 21st century casual dining entertaining lifestyle.
How can this well-known Scandinavian brand excite and capture the millennial market in a modern, affordable, portable way?
IDEATE
I explored simple, intersections of geometric shapes and individual fun accessory pieces. I also researched interior market trends regarding materials and innovative shapes in addition to the visual brief that was provided by my design manager.
In collaborating with the marketing and sourcing teams, we determined the key attributes would include an affordable $49.99 price point, fun aesthetic, portable yet familiar functionality.
Initial low fidelity hand sketches (like low fidelity wireframes) allowed me to record various ideas fast and evaluated as a team. Another low fidelity, 100% scale model made of foam core helped me get a sense of real proportion and quick feedback from colleagues in the office.
PROTOTYPE
After the initial sketches, I evaluated each idea and combined the best elements from each design to create the minimum viable product. Initial orthographic views/technical specifications were drawn up for the Chinese suppliers to sample. I worked with an external freelancer to create the 3D CAD and 3D prototype for further user feedback.
The CNC milled tray and 3D printed divided dish received wonderful, positive feedback from internal sale and marketing colleagues.
TEST
Our sourcing team would source this product to two to three factories to quote and sample. I reviewed each initial, physical sample for proper size, shape, materials used and best execution.
The initial samples were also great to share with internal colleagues to get immediate feedback on functionality and execution.
After final review and consensus approval from design, marketing, and quality assurance, the design was ready for initial production, then final production and final shipment.
OUTCOME
This innovative dinnerware design was a great success and created a lot of buzz in the market. It won critical acclaim in many home fashion magazines and appeared in the NYTimes Home & Garden section.
It garnered much popularity that another wholesale customer requested a less expensive version for next season’s launch - Urban Picnic Jr. was created as well as Drinks, etc, Drink Bar, and Cheese, etc. for a cohesive entertaining set (design system).