12 families

3 countries

China, South Korea, Japan

What design refinements are needed to introduce a new micro-lightweight pushchair in Japan, South Korea and China?

Our approach
  • Ethnographic approach
  • Remote testing
  • Prototype testing
  • Product design

intO used a qualitative research approach, conducting remote and in-home interviews with families over a period of 7 days. When participants were at home, in their cars, shopping centres and outdoors, two new lightweight pushchairs were tested, to understand their usability and design-functionality. intO also made comparisons between the two products and applied our learning from research-insights to design more effectively a specific go-to-market product within the year ahead.

We observed how the families used their own and the new pushchairs every day. We observed their children’s facial expressions and body language when sitting in a new pushchair. We gained valuable information relating to the design features of each pushchair that would enable one parent to go out with their child independently. intO also developed a contextual understanding of the chair’s weight, material and suspension.

intO delivered tangible design-research outcomes that identified the strengths of the product and what could be improved. Also, we analysed how desirable a lightweight pushchair would be to parents and grandparents. By cross-analysing insights from three markets, we were able to identify key design principles for Dorel’s product-development teams.