This project was developed during my time as Senior Design Manager at Joseph Joseph. The products were created in collaboration with Youmeus Design, with my role focused on identifying the opportunity, defining product strategy and leading development through to manufacture and launch.

Insight

Despite being one of the most widely owned kitchen appliances, microwaves are often underutilised beyond reheating food. Research revealed that consumers frequently improvised with unsuitable tools and containers, creating an opportunity to improve the microwave cooking experience without changing established behaviours.

Opportunity

The opportunity was to develop a range of products designed specifically for microwave cooking, helping people prepare everyday meals more effectively while embracing the convenience and simplicity that makes the appliance so popular.

Solution

M-Cuisine is a collection of microwave cookware designed to simplify the preparation of a variety of dishes, from poached eggs to complete family meals. Each product combines thoughtful functionality with ease of use, enabling consumers to get more from their microwave through tools designed specifically for the task.

Outcome

Developed in collaboration with Youmeus Design, M-Cuisine helped establish microwave cooking as a category within the Joseph Joseph product portfolio, demonstrating how understanding existing behaviours can unlock opportunities for meaningful product innovation.