What is home? This was the theme for this years SCAD StartUp competition, a yearly event where multidisciplinary design teams have only one week to ideate, build, and pitch a solution to several industry experts and judges. Of the 47 teams that competed, our team was awarded 2nd place.
The definition of home develops over time, and contains both a simple and complex meaning. Home can be a place, a person, an object, a pet. It can be both tangible and intangible. Home is unique, just like the elements that surround it. Our goal is to harness the power of smell by preserving these memories within aromatic solutions. We have created an eCommerce subscription box solution that evokes nostalgia and comfort, allowing our consumers to keep an olfactory memory bank so that they may return home through smell over and over again.
My Role business strategy, ux design, pitch deck creation, presenter, poster, video narration
When February 2019
The Oxford Dictionary’s 2016 word of the year, hygge, is a quality of cosiness and comfortable conviviality that engenders a feeling of contentment or well-being. Others have stated hygge as the Danish secret of happiness and work-life balance. We felt that this was the perfect word to describe our concept of home. After conducting initial research, we found that home encompasses the overall feelings of comfort and unique smells. We thus focused on smell and how we can create solutions around this special sense.
Our Target Audience & Customer Segments
While Hyggehome is open to every age and consumer, our primary audience is Generation X. Consumers from this group value personalization, are hybrid in-store and online shoppers, and make up the majority of the demographics for the subscription box market, which has grown into a business with 18.5 million regular shoppers. At the epicenter of the multigenerational modern family dynamic (which includes more than 56 million Americans), Gen X individuals care for their surrounding family members on both sides of the generational divide. Members of Gen X value home in many regard, as they are characteristically known for wanting a good home/work balance. They work to live, not live to work.
By recreating the unique smell of objects our consumer associates with their definition of home, we help them keep this memory forever. Whether it be from an item of clothing or a recipe, smell is the most powerful sense associated with accurate memory retrieval and emotion in our brain. What if there was a way you could preserve these smells that bring you home? With Hyggehome, you can.
How It Works
In 4 easy steps, we take aromatherapy to the next level.
Use of the Neose Pro™ olfactory technology by Aryballe Technologies allows us to extract the biomolecular data sent to the lab from the device. Odor identification is extracted by sophisticated use of odor imaging, data processing, and odor identification. Our in house scent technicians and chemists are able to extract the ingredients identified by the Neose Pro™ and carefully create the chemical composition based behind the unique aromatherapy products Hyggehome provides.