As as example of the Likes/Dislikes Method, here we consider the Electric Wok.
An electric wok redesign project was initiated through the perception of a need: the inadequacy of current electric woks to satisfy the demands of the young urban dweller desiring to conveniently cook authentic Chinese food. The original product is a six-quart electric wok, shown in Figure 1.
Figure 1: Original Product -
six-quart electric wok
A competitive product is a traditional wok, used over a gas flame and heated by convective and radiative modes of heat transfer. Heating occurs uniformly across the entire wok surface, rather than in a concentrated ring. This competitive heating method thus lends itself to uniformly cooking the food placed in it.
Interviews were completed with several persons, as shown in the subsequent interview forms (Figures 2–3). The “Question” and “Customer Statement” columns were completed at the time of the interview, and the “Interpreted Need” column was completed after the interview.
Figure 2: Portion of customer interview data for the electric wok redesign: Customer 1A.
Figure 3: Portion of customer interview data for the electric wok redesign: Customer 2A.