Smålandsdrömmen - Product Development

Smålandsdrömmen - A Product Development Process

Smålandsdrömmen is a product development project focused on creating a physical product that enables and facilitates the purchase and transport of groceries from the store to home without a car. The target group was "Mitt i livet" (Middle of life), and the product needed to be cost-effective for the target group and available on the market within six months.

The Problem

Since the rise of car culture, the car has been the obvious means of transport to and from the grocery store for many Swedes, which is bad for both the local environment and the earth's climate. As a reaction to this, there is today a growing trend of environmental awareness. However, stopping the use of cars is not entirely easy; for those who want to choose to avoid the car, it can be cumbersome and unwieldy to shop a lot at once.

Target Group Research

The project began by defining the target group as families with children. A survey was created and shared on social media, which allowed the target group to be further refined. The target group was limited to people aged 30-50 with one or more younger children, aged 0-12 years, who cycled or walked to the grocery store, or used public transport. The target group was environmentally conscious and lived centrally with a maximum of three kilometers to the store, shopping an average of 10-30 items, approximately 2-4 times a week.

Design Process

The project followed a comprehensive design process using various ideation methods including Speedstorming, Brainwriting 6-3-5, and Braindrawing. A morphological matrix was used to generate ten different holistic concepts that solved the project problem. The concepts were evaluated using elimination matrices and Pugh matrices, leading to the selection of three final concepts: Väska 123, Flexbag 123, and Smålandsdrömmen.

Final Product

The result became a spacious combination of backpack, shoulder bag, and carrier bag with a separate cooling compartment at the bottom. It is made of recycled materials and has an earth-friendly aesthetic inspired by the Småland landscape. The product features adjustable handles that can be carried by hand, on the shoulder, and on the back, and with a folding mechanism, the bag can also be folded up like a paper bag.

Key Features

• Spacious Design: Combination of backpack, shoulder bag, and carrier bag
• Separate Cooling Compartment: Bottom compartment for maintaining temperature of refrigerated products
• Adjustable Handles: Can be carried by hand, on shoulder, or on back
• Foldable Functionality: Can be folded up like a paper bag for storage
• Recycled Materials: Made from sustainable, recycled materials
• Småland-Inspired Aesthetics: Earth-friendly design inspired by Småland landscape
• Water-Resistant: Designed to withstand weather conditions
• Ergonomic Design: Comfortable and practical for daily use

Innovation & Impact

Smålandsdrömmen addresses the growing need for sustainable transportation solutions for grocery shopping. The product's unique combination of features - foldability, multiple carrying options, and cooling capabilities - makes it a comprehensive solution for urban families who want to reduce their car dependency while maintaining convenience in their daily shopping routines.