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

12 families

3countries: China, Japan, South Korea

  • Ethnographic approach
  • Remote testing
  • Prototype testing
  • Product design
The Opportunity

Dorel Juvenile is a global leader in the production of high-quality juvenile products, including the Maxi-Cosi & Quinny brands. We were recruited to test the reception of a new, micro-lightweight Quinny pushchair prototype amongst Chinese, South Korean and Japanese families. 

Our Approach

intO used a qualitative research approach, conducting remote and in-home interviews with families over a period of seven days. When participants were at home, in their cars, shopping centres and outdoors, two new lightweight pushchairs were tested and compared for usability and design-functionality. 

We noted how the families used their existing pushchairs, 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.

Business Impact

intO delivered tangible design-research outcomes that identified the strengths of the product and what could be improved before the go-to-market launch in one year’s time. We also 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 to apply.