In 2013 Joseph Joseph approached us to help them expand their brand into a new category: microwave cookware. To guide the development process, we conducted in-depth customer interviews and combined consumer insights with ethnographic research. This included a series of cooking workshops designed to explore the full potential of microwave cooking.
Our research revealed that although 80% of households own a microwave, it is typically used only for reheating leftovers, defrosting, or cooking ready-made meals. We set out to shift that perception by designing a range of products that empower users to prepare full meals and cook a broader variety of foods using their microwave.
Microwave Rice Cooker
Joseph Joseph (UK), 2014
We researched the whole process of rice making, which led to several new ideas and innovations for this rice and grain cooker, including the multi-purpose rice paddle that doubles up as both a lock for the lid and a carry handle. This resulted in a product that functions beautifully from packet to table.
Microwave Stackable Cookware Set
Joseph Joseph (UK), 2014
Our research revealed that preparing a full family meal in the microwave often involves juggling multiple dishes due to varying cooking times. This led to the idea of stackable cookware and a highly versatile, efficient microwave cooking system.
The stackable design solves this by allowing layers to be added during the cooking process, saving time and effort. It steams fish and vegetables while simultaneously cooking rice, pasta, or potatoes—perfect for quick, healthy one-pot meals. A true mealtime powerhouse for busy families.
Microwave Cool Touch Bowls
Joseph Joseph (UK), 2014
We discovered re-heating food to be one of the most common use cases with microwave ovens, which led us to one key insight, ‘cool to touch’. This resulted in the design of a set of microwave bowls and dishes that can be used to heat up leftovers, soups or porridge. The double-walled construction ensures that the outer bowl stays cool to touch. Easy to hold when you are sofa dining or walking around the house with your morning porridge.
Microwave Omelette Bowl
Joseph Joseph (UK), 2014
