WAACS RULES #22 Every book is judged by its cover

'Glass is solid as cast iron. But who dares to believe?'

 

ATAG MATT INDUCTION

A spotless induction cooker with a robust look and feel

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Atag matt-finished induction cooktop designed by WAACS

Instead of a shiny glass surface, this induction cooker has a matt finish. It reflects the robustness of cast iron. And in fact: the finish makes it even stronger and more resistant to scratches.

Splashes, stains and fingerprints are hardly visible. And beyond: a surface that looks more solid makes it more inviting to use it as a working surface.

RULE TO BE BROKEN
Induction hobs are made of glass. Deep glossy, dark and shiny. But how solid the glass may be… users still fear the vulnerability. Each spot should be removed immediately and no one dares to use a free induction zone as a working space. While every bit of space should be welcome in the kitchen.

HOW WE BROKE IT
For ATAG we designed the very first matt-finished induction hob. Instead of a shiny glass surface, this induction cooker has a matt finish. It reflects the robustness of cast iron. And in fact: the finish makes it even stronger and more resistant to scratches. A cooker with cast iron appearance: that touches the heart if you really love cooking.

NO MORE POLISHING
When asking owners of shiny glass induction hobs we did a funny discovery: people mention easy cleaning as a big advantage of induction cooking. But in practice they clean and polish much more than people with gas cookers. With this matt-finished hob that’s over. Splashes stains and fingerprints are hardly visible. And beyond: a surface that looks more solid makes it more inviting to use it as a working surface.

When asked to help ATAG with their new product strategy for induction cookers, WAACS visualized a wide range of possible solutions based on insights from consumer experiences.

Many people believe that strategy is something that is developed top-down by managers. Strategies are often written like horoscopes to make it easier to agree on for all stakeholders.
When ATAG asked us to help create their new product strategy for induction cookers, first thing we did is ask consumers about their experience (instead of just looking what the competition was doing). With the insights found we then visualized a wide range of possible solutions.

This made it much easier for all stakeholders (consumers, marketeers, production engineers etc) to jointly create a product strategy for induction cookers.
Solutions that were visualized were easily prioritized from ‘low hanging fruit’ or ‘quick wins’ to mid and long term developments (to even dream scenarios). The induction cooking accessories that are shown below are just one example of 50+ exciting new product concepts on the product development roadmap that was created together with ATAG.

The end result or finished product ultimately determines success or failure. Only few companies can afford to develop products and just hope and pray there will be a market for it. All other companies will need to decide on the feasibility of new products in an early stage, long before they are fully developed and can be tested. By visualizing possible solutions it is possible to have a taste without baking the pudding completely.

ATAG induction teppan yaki plate

By visualizing concepts we help managers, marketeers and engineers to jointly create new strategies. Don’t say. Just show. Don’t promise. Just prove.

THE WAACS STORY
It’s in our DNA to put questions where others obey the rules. Rules like: an induction hob should be black and shiny. At WAACS we have a close cooperation with ATAG. Together we have also created a new wok burner. We did it with the same questioning attitude. Where many competitors look at each other’s wok burners, we looked at a vulcano.

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