Miele is one of the world’s most trusted and most premium household electronics brands. “Immer Besser” (“always better”) has been Miele’s credo for over 100 years now, and innovation by innovation, they continue their mission to succeed customer expectations - constantly redefining product excellence and raising the bar for experience and convenience in the field of domestic technology.
Business challenge & Goal
Ordering for delivery is the future, especially regarding any kind of shopping or convenience food. But so far, any delivery system has one major drawback: If the recipient is absent, it gets tricky - especially when it comes to delicate goods that need cooling, like groceries, beverages or even medications! Miele is looking for inspiration in order to define and develop a possible product and service for the next generation of convenient delivery. We are talking about rather realistic scenarios here: How do we receive our deliveries in 2025?
There are many ways people could benefit from a system or device that allows deliveries, especially of chilled goods, to be made in their absence. What does a product look like that revolutionizes the last threshold of the delivery chain - getting to the end customer - and keeps things safe and cool?
Think of specific users and use cases: Why, for what kind of delivery and how does your target customer use the device, and what pain points on the last steps of a delivery chain can your idea anticipate?
Think of your own target group(s) or persona(s) and what needs they might have. Create one or several use cases and show how your solution is a perfect answer to existing or future pain points and challenges.
Mapping a customer journey, defining use cases and highlighting/solving pain points is a good strategy to develop convincing product ideas! Think about age, family situation, home, work, urban or rural setting, lifestyle… Possible questions: How do people live/work/shop/eat in the future and what specific needs may arise in terms of delivering and receiving cooled goods?
As a most Trusted Brand, Quality, Reliability and engineering perfection are a given. But today, Miele is also known for their design thinking and strongly customer experience-oriented innovation! Your vision of a product that revolutionizes delivery culture can add to the “Wow, I didn't expect this from Miele!"-effect.
Please consider the following points when you develop and visualize your Idea:
- Target Group: What kind of user or customer would need a place for cooled deliveries to be stored? Who are they and how do they live?
- Use case: What kind of things could be delivered that need cooling? Do you maybe see use cases in the future that don’t exist yet today?
- Pain Points: What specific issues might a customer have with delivery in absence? How does your device solve these? (Safety, hygiene, accessibility, target group specific needs…)
- Location: Where is the most convenient location for your safekeeping/cooling unit?
- User access and handling: Who has access to the product or device and how do they access it (delivery service(s)/recipient customer(s)). Make sure it’s not too complicated! Convenience is king!
- Flexibility: Does the device allow a variety of users/use cases, what contents is it suited for, does it have mobile elements, does it allow for sharing options… How do people live in your near-future scenario and how does your solution accommodate their lifestyle best?
Do's and Dont's
- Closely follow the success measurements and the briefing!
- Focus on the last moment of delivery and the physical product. We are looking for great threshold innovations at the point of handing over a delivery.
- Keep it (somewhat) real: While we don’t expect detailed technical engineering, perfect renderings or full service design solutions, the overall technical and operational feasibility of your idea is still important. Make sure your sketches and/or text descriptions give an idea about how your device and use case scenario will work!
- No focus on specific/extreme climate zones - the product should work globally.
- The whole delivery service itself does not have to be reinvented. Your solution can be suitable for existing services and/or adapted to what you anticipate how delivery services may operate in 2025 and beyond.
- Don’t go too niche - we are looking for a product that will work for many people!
- Wow-effect, customer experience: Miele is known for outstanding products that go beyond customer expectations. Why does your user love the experience your solution offers? Does it solve major pain points? Nice to have: What is the unexpected extra that wows customers?
- Easy handling and maximum convenience: How do you satisfy needs like safety, privacy and hygiene while making sure the product simplifies life as much as possible?
- Convincing design and implementation: Good, practical integration into surroundings, appealing design solutions.
- Flexibility: Does your Idea adapt to different kinds of delivery goods? Is it suitable for multiple users, both on delivery and recipient side, or does it target an important and very specific use case? Can it be implemented in a variety of settings?
- Innovation, future-proof: Does your Idea convincingly pick up on trends and create an inspiring yet feasible vision for 2025?
You are free to use a wide range of formats. As mentioned in the Do' and Dont's, your visuals, be they sketches or renderings, should be clear and informative enough to communicate how your Idea works, what pain-point you have identified, how you solve it, and whether your scenario is generally feasible in the near future.
Timing & Awards
Deliverables and deadlines
- Deadline for the Halftime Awards: Monday, May 14, 2018 at 23:59pm (Berlin time)
- You'll receive the Halftime Feedback on: Wednesday, May 16, 2018
- End of submission phase: Thursday, June 7, 2018 at 17:00pm (Berlin time)
Besides the chance to take part in this creative challenge, you could earn from the total award pool of €20.000. We are excited to see your vision to redefine the future of delivery!
Please note that the Legal Terms for Keep cool with Miele have varying conditions from other projects, so please make sure you read them carefully.
Here is a brief overview of what is particularly important to be aware of:
1. When entering an idea for a project, jovoto as well as the client, may display, share and print it for evaluation or presentational purposes.
2. In this particular crowdstorm there is a six month exclusivity period for Miele
- in which you may publish and share your idea on other websites or social media and ensure it is clearly labelled as a submission created on jovoto.
- in which you ensure that the client is able to exclusively license your concept.
- after which you may sell your concept to other parties, and use it as a reference in your portfolio. Please note that you are not allowed to use any reference to the client such as brand name or logo. If you want to publish your idea with the Miele logo or brand name it has to be approved by Miele’s Press Relations Office. Therefore if you would like to publish your concept with branded material after the six month exclusivity period, please contact jovoto support and we will transfer you to the Miele Press Relations Office. Please note that the client wishes to sign a direct license agreement. For further information please refer to the Project Terms §6.
3. Please beware in this project, you can not use open content material (images), such as Creative Commons. When visualising your concepts, please only use third party material for which Miele can exclusively license, such from as shutterstock, iStock material etc. When using any third party material, always include the link of the corresponding material in the upload form.
5. The project terms clarify rights for your upload as well as the details that go into effect if and when you are informed that the client wishes to license your design.
6. Please carefully check and review your submission before publishing it - it can only be deleted within 24 hours.