SCADpro + Char-Broil

SCADpro is an innovation studio that combines the brainpower of top students, alumni and professors to answer big business’s biggest creative challenges with authentic, real-world collaborations.

Char-Broil is a privately run family business based in

Columbus, GA. The company works in outdoor cooking, fishing, outdoor lighting, and real estate, with a global footprint in retail and manufacturing.

SCADpro + Char-Broil

*This project is the property of Char-Broil

Our brief was to better understand what the market and outdoor cooking experience would look like in 2029 when the target consumer would be Gen Z.

We delivered design criteria, sketches, and renders built from data driven insights. These would later be presented to members of Char-Broil at the executive level.

Research

prefer Snapchat and Instagram

prefer brands that feel authentic

mobile natives

focus on saving money

tend to be pragmatic

grew up during the recession

Key Insights

willing to learn how to cook other cuisine

cleaning outside is inconvenient

value environmentally sustainable products

want a versatile cooking experience

want value in a product

too much smoke is a problem

lack knowledge about grilling

grilling is a social activity

see themselves living in a city

want quick prep and cooking experience

ETHAN

34 YRS, Olympia WA
$120,000/YR

Goals:

Sustainability
Functionality
Tech savvy
Maximum value
Vegetarian diet

Pain Points:

Lack of portability
Lack of versatility
Inexperienced griller
Unfavorable weather

Ethan works as a Senior Data Engineer for a big corporate firm in Olympia WA. He lives in a big
suburban house with his wife, two kids and their two cats. Ethan enjoys spending time with his family on weekends and they often go camping. Ethan does his best to help the environment by driving an electric car.

AARON

Pain Points:

Small space
Waiting for new tech

Goals:

Integrated tech
Cool aesthetic
New cooking styles
Next generation fuel
Quick cleanup
Versatility

30 YRS, Austin TX
$100,000/YR

Aaron lives in a high-rise apartment with his wife. He works as a lifestyle YouTube influencer primarily focusing on food and travel. He loves sharing what he is up to with his followers and makes sure he has the best, newest and the top trending gadgets the market has to offer.

ALEX

32 YRS, Chicago IL
$50,000/YR

Goals:

New weekend activities
Quick clean and prep
Versatility
Social media activity

Pain Points:

Grilling is expensive
Small space
Inexperienced griller

Alex is sharing a house with two friends and their dog in the city. She likes to hang out with friends over the weekend playing board games and bar hopping. Alex loves food and primarily uses the stove and oven to cook. She has never grilled before but is open to new experiences. However, she has a tight budget.

JACK

Pain Points:

Clean up
Maintenance

Goals:

Functionality
Maximum value
Large capacity grill
Loves charcoal flavor
Efficient product
Good quality

32 YRS, Nevada
$70,000/YR

Jack is a ranch manager who lives in a small town in Nevada. He lives a simple life and has strong
traditional values. He enjoys grilling with his family on the weekends. He often has friends over for grilling parties. Jack also goes to sports events with his friends and family.