Client:
AURORA
Year:
2023
Role:
Research, Design Strategy, Industrial Design, Systems Design
A Note on Confidentiality
This entry reflects my role in shaping the evolution of a consumer electronics brand into the home power solutions space. While the original project details remain protected under non-disclosure agreements (NDA), the "Aurora" brand and case study visuals serve as a placeholder to highlight the research-to-insights-to-concepts process I followed to drive innovation, providing clients with a product horizon roadmap to help them solidify the market leader position in their respective category(ies).
Aurora embarked on a bold expansion into the home power solutions market with the Aurora Home Power Ecosystem. Building on its reputation for user-centric design, the brand sought to address growing consumer demand for energy independence, modularity, and renewable integration.
Working on the research, design strategy, an tactical design phases of the program, I assisted in the development of a modular home power system, brand evolution framework, and roadmap for expanding into adjacent consumer electronics markets.
At the heart of this ecosystem lies the Aurora Vault, a modular home battery backup system designed to evolve with users’ needs. Supporting the Vault are the Aurora Nova Portable Station for on-the-go power and the Aurora Halo Energy Hub, a centralized interface for managing energy systems. This ecosystem blends premium aesthetics, scalable functionality, and intuitive user experience—core tenets of the Aurora brand.
Research: Illuminating the Path to Home Power
The project aimed to answer two key questions:
What barriers prevent consumers from adopting home battery backup systems?
How can Aurora differentiate itself in a crowded market while maintaining brand consistency?
Methodology
Consumer Interviews: Performed in-the-field research interviews with 40 participants, including homeowners, renters, and small business owners - across a range of lifestyles and locations - to uncover pain points and aspirations regarding power solutions.
Ethnographic Studies: Observed how users interact with energy products in real-world scenarios, from powering homes during outages to using portable systems for outdoor activities.
Competitive Analysis: Benchmarked competitors to identify gaps in affordability, usability, and design.
Insights
Barriers to Entry: High costs and complex installations deter mainstream adoption.
"It feels like these systems are designed for experts or people with a lot of money, not regular families."
Consumer Desires: Users want scalable systems that start small but grow with their energy needs.
"I don’t need to power my whole house right now, but I’d love something I can add to later."
Aesthetic Integration: Devices need to blend into modern home environments rather than looking industrial or utilitarian.
"I don’t want a giant box in my living room—it has to look like it belongs here."
Findings and Frameworks
With the user research complete, preliminary insights formed, and key quotes transcribed and highlighted, the entire team came together for a three-day working session to review the research findings and - with a focus placed on the user - generate new ideas for the Aurora brand trajectory. Building on the research process, the team centered on the following 25 frameworks to guide the development of the Aurora Home Power Ecosystem:
Affordability: Minimize upfront costs through modular scalability.
Ease of Installation: Create plug-and-play solutions for homeowners and renters.
Aesthetic Integration: Blend devices into home environments with clean, minimalist designs.
Modularity: Allow users to expand their systems over time.
Sustainability: Use eco-conscious materials and support renewable energy integration.
Intuitive Interfaces: Ensure user-friendly controls and monitoring.
Mobile Access: Enable control through a mobile app.
Energy Independence: Maximize compatibility with solar and wind energy.
Durability: Build for long-term reliability in diverse environments.
Compact Form Factors: Optimize for space-limited homes.
Multi-Scenario Use: Adapt systems for home, portable, and off-grid applications.
Future-Ready: Ensure compatibility with evolving technologies.
Smart Charging: Optimize charging based on energy rates and usage patterns.
Safety First: Integrate overheat, surge, and fail-safe protections.
Community Integration: Provide shared energy solutions for neighborhoods.
Transparent Monitoring: Offer clear energy usage and savings reports.
Minimal Maintenance: Reduce upkeep requirements with self-diagnosing systems.
Global Compatibility: Ensure voltage and plug adaptability for global markets.
Hybrid Solutions: Combine grid power with renewable energy seamlessly.
Silent Operation: Minimize noise during operation.
Emergency Preparedness: Prioritize availability during outages and natural disasters.
Battery Recycling: Support end-of-life material recovery programs.
Brand Familiarity: Leverage Aurora’s existing reputation for quality and innovation.
Upgradable Hardware: Offer modular upgrades instead of complete replacements.
Eco-Friendly Packaging: Reflect sustainability values in all packaging.
The twenty-five core frameworks were then collated into adjacent bundles, forming five key product and service platforms for the brand.
1. Adaptive Modularity
Insight: Users need scalable systems that grow with their energy demands.
Frameworks: Modular components, plug-and-play functionality, and future-ready compatibility.
"If I could just buy one module and add more as I can afford it, that would be perfect."
2. Seamless Integration
Insight: Systems must integrate with existing ecosystems, including smart home platforms and renewable energy sources.
Frameworks: IoT compatibility, hybrid renewable energy solutions, and global adaptability.
"It would be great if I could control it from the same app I use for my thermostat or lights."
3. Premium Aesthetics
Insight: Users expect elegant designs that enhance their living spaces.
Frameworks: Minimalist forms, timeless materials, and compact layouts.
"I’d want something that looks modern, like part of my furniture, not a piece of machinery."
4. Simplified Usability
Insight: Intuitive interfaces reduce friction and improve adoption.
Frameworks: Transparent energy monitoring, app-driven control, and clear installation guides.
"I just want to see what’s going on with my energy at a glance, without digging into a manual."
5. Sustainability and Responsibility
Insight: Eco-conscious materials and designs align with consumer values.
Frameworks: Recyclable components, low-impact packaging, and modular repairability.
"Knowing it’s sustainable would make me feel better about investing in something like this."
The process of converting insights into ideas began with a collaborative insights mining session where the team synthesized key findings into actionable opportunities. From this, we generated a series of "big ideas" designed to address specific user pain points, such as scalability, intuitive use, and aesthetic integration.
Sketch sessions focused on low-fidelity, hand-drawn explorations of modular battery systems, portable power solutions, and centralized energy management tools.
Ideas ranged from "stackable energy bricks" to "universal power docks" and even "smart modular furniture with built-in power capabilities."
Quick, divergent thinking allowed the team to explore a wide variety of potential solutions without constraints.
Examples of Early Ideas:
A "LEGO-style" battery system with magnetic connections for easy expansion.
A hybrid power station that doubles as a side table for compact spaces.
Wearable energy modules that recharge through kinetic energy.
With dozens of raw ideas on the table, the next phase focused on identifying the most promising concepts. This involved filtering through technical feasibility, brand alignment, and user desirability.
Criteria for Evaluation:
Technical Feasibility: Could the concept be executed with existing or near-future technology?
User Desirability: Did the concept address a meaningful pain point or create a compelling new use case?
Brand Fit: Did the idea reflect Aurora’s ethos of elegance, simplicity, and sustainability?
Outcomes:
Concepts like wearable modules were deprioritized due to technical challenges and niche appeal.
The stackable energy system evolved into the core Aurora Vault concept, addressing scalability and ease of use.
A sleek, portable power station was selected for development as the Aurora Nova to meet on-the-go energy needs.
The centralized management tool, the Aurora Halo, became the bridge for integrating all components into a unified ecosystem.
The strongest ideas from the down-selection process were developed into detailed, fleshed-out concepts through rounds of iteration and refinement.
Vault
Initial Sketches: Focused on modular stacking mechanisms, ensuring both stability and a seamless aesthetic.
Exploration: Prototyped snap-in and magnetic alignment systems for easy configuration.
User Testing Feedback: Early feedback highlighted the importance of compact dimensions and silent operation, leading to refinements in size and thermal management.
Final Design Features: Stackable 5kWh battery modules with integrated solar charge compatibility, finished in matte textures to blend into home environments.
Nova
Initial Sketches: Explored portability, focusing on ergonomic handles and lightweight materials.
Refinement Process: Iterations included foldable solar panel attachments and water-resistant casings for outdoor use.
Final Design Features: 1kWh portable power station with fast-charging capabilities and rugged durability, doubling as an expansion module for the Vault.
Halo
Initial Sketches: Examined layouts for touchscreens, physical controls, and wall-mounted configurations.
Concept Refinement: Prototyped user interfaces with real-time energy visualization, emphasizing simplicity and clarity.
Final Design Features: Wall-mounted touchscreen hub with energy flow diagrams, integration with Alexa and Google Home, and predictive energy insights for optimal efficiency.
Horizon Roadmap: Powering the Future
Horizon 1 (1-2 Years): Foundational Launch
Goal: Build consumer trust and establish Aurora as a premium, modular energy solution provider.
Core Focus:
Launch flagship products and key accessories to demonstrate the value of modularity and premium design.
Focus on user education to drive adoption and reduce perceived barriers to entry.
Key Initiatives:
Product Launches:
Aurora Vault: Stackable home battery system for basic backup needs and solar integration.
Aurora Nova: Portable power station with rugged versatility and Vault expandability.
Aurora Halo: Centralized hub for energy management, integrating with smart home systems.
Consumer Education Platform:
Create video tutorials and digital guides demonstrating modularity and system configuration.
Develop interactive tools on the Aurora website to simulate energy savings and customization options.
Retail and Distribution:
Partner with select premium retailers and online marketplaces to ensure a curated buying experience.
Build a direct-to-consumer online store with personalized configuration options.
Horizon 3 (3-5 Years): Ecosystem Expansion
Goal: Expand the Aurora ecosystem into new product categories and adjacent markets, deepening brand relevance and usability.
Core Focus:
Introduce advanced modules and accessories to enhance functionality and user experience.
Grow the product line to meet diverse scenarios, from off-grid living to electric vehicle integration.
Key Initiatives:
Product Innovations:
Vault Pro Modules: Higher-capacity 10kWh batteries for large homes and small businesses.
SmartVault EV Charger: Integrated EV charging station compatible with the Vault system.
Nova Solar Add-On: Foldable, high-efficiency solar panels designed for portable and off-grid use.
Service and App Integration:
Enhance the Aurora App with predictive analytics, such as energy usage forecasts and dynamic charging optimization.
Introduce subscription-based services for extended warranties, system monitoring, and energy-sharing platforms.
New Market Entries:
Develop portable generators for industrial and construction use.
Launch Aurora Vault Mini, a compact version of the system for apartment dwellers and small-scale users.
Horizon 5 (5-10 Years): Disruptive Innovation and Global Expansion
Goal: Position Aurora as a global leader in sustainable energy innovation, disrupting traditional energy markets and empowering communities worldwide.
Core Focus:
Invest in cutting-edge energy storage and management technologies.
Expand into global markets with scalable, culturally tailored solutions.
Key Initiatives:
Disruptive Technologies:
Aurora Infinity Battery: A solid-state energy storage solution offering longer lifespans, faster charging, and safer operation.
AI Energy Orchestrator: An advanced energy management system that optimizes power distribution across homes, neighborhoods, and grids.
Global Energy Sharing Platform:
Develop a peer-to-peer energy-sharing network where users can trade excess energy generated by solar or wind systems.
Integrate blockchain technology to enable transparent, secure energy transactions.
Sustainable Infrastructure Projects:
Collaborate with governments and NGOs to deploy scalable Vault systems in underserved regions, supporting renewable energy adoption.
Design modular microgrid solutions for disaster relief and rural electrification.
Adjacent Market Expansion:
Introduce high-capacity Aurora Power Hubs for large-scale commercial and industrial use.
Venture into renewable energy production with Aurora-branded solar panels and wind turbines.
The Aurora Home Power Ecosystem represents a bold evolution for the brand, expanding from trusted consumer electronics into a rapidly growing, mission-critical market.
By leveraging user-centered design, modular innovation, and premium aesthetics, the program successfully positioned Aurora as a leader in home power solutions.
For Users:
The Aurora Ecosystem empowers consumers to take control of their energy needs, offering:
Scalable Modularity: A system that grows with their lifestyle, from basic backup power to complete energy independence.
Seamless Integration: Tools that fit effortlessly into modern homes and sync with existing smart ecosystems.
Sustainability: Eco-conscious materials and renewable energy compatibility, giving users confidence in their investment's environmental impact.
For the Brand:
The program catalyzed Aurora’s expansion into a broader product landscape, building on its reputation for thoughtful, high-quality design:
Market Leadership: Established Aurora as a premium alternative to traditional home power solutions, competing with industry giants.
Revenue Growth: Opened new revenue streams through advanced modules, app subscriptions, and portable power solutions.
Brand Evolution: Strengthened the Aurora brand as a trusted name in sustainable, future-focused technology.
For the Industry:
Aurora’s emphasis on simplicity, elegance, and user empowerment set a new standard for how home power systems should look and feel, inspiring a shift in the market toward modular, accessible designs.
The Aurora Home Power Ecosystem underscores the transformative power of design, showing how innovation grounded in real-world insights can unlock new opportunities while improving lives. It demonstrates Aurora’s commitment to delivering technology that is not only functional but emotionally resonant, paving the way for a future where energy solutions are as beautiful as they are essential.