Insights

Journey Phase

Usage - Routine

Needs

acc. to most recent REU/REM/RNA Needs & Touchpoints Studies (little regional differences)

Key Topics

Main jobs to be done

Looking for new inspiration / improving skills
Practicing routine without unexpected interruptions

Key Challenges

Major pain points & problems

Stress-testing kitchen > Finding flaws in the initial design (lack of storage, bad ergonomics, materials prone to dirt, ...)
Keeping the kitchen tidy and clean/new
Saving water / energy and maximizing appliance lifetime

Search Focus

Online vs Offline channels

Focus on furniture vs appliance selection

Key Touchpoint

Channels used acc. to research purpose

Offline: manufacturer customer service, KRT/ERT installers / customer service, manual
Online: Youtube, manufacturer website (/app)

Detailed Subjourney

JTBD / Tasks within a journey phase acc. to UK KIP Research 2024

In a nutshell

Key take-aways to consider

I want to continue to enjoy my kitchen, get inspired, and evolve as a cook as well as feel valued by my chosen brand and continuously be offered great experiences.

Focus on evolvement, excitement, and safeguarding of "new kitchen".