Last Updated: 11.03.2025
Insights
Journey Phase
Usage - First Time
Needs
acc. to most recent REU/REM/RNA Needs & Touchpoints Studies (little regional differences)
Key Topics
Main jobs to be done
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Exploring appliances (everything new and exciting) and slowly developing routine
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Forming impression on whether expectations were met
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Taking extra care of kitchen
Key Challenges
Major pain points & problems
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Getting familiar with new UI concept
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Overwhelming advanced feature set with little information on what should be used when
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Worry about misusing and damaging kitchen (appliances)
Search Focus
Online vs Offline channels
Focus on furniture vs appliance selection
Key Touchpoint
Channels used acc. to research purpose
Detailed Subjourney
JTBD / Tasks within a journey phase acc. to UK KIP Research 2024
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Activity performed:
Setting up the appliances e.g. Dish will need salt / rinse aid. Connected appliances are connected to Wi-Fi. Turning on their appliances for the first time to have a successful first run.
Attitudes:
It is important that the appliance I have chosen do not let me down.
Appliance consideration:
High engagement and expectations for the appliances after months of planning and waiting for the delivery. This is the first test that proves they have made the right decision.
Activity performed:
Setting up the appliances e.g. Dish will need salt / rinse aid. Connected appliances are connected to Wi-Fi. Turning on their appliances for the first time to have a successful first run.
Attitudes:
It is important that the appliance I have chosen do not let me down.
Appliance consideration:
High engagement and expectations for the appliances after months of planning and waiting for delivery. This is the first test that proves they have made the right decision.
In a nutshell
Key take-aways to consider
I want to be able to use my kitchen immediately and hazzle-free.
Focus on ease of use and guidance.