EU Front Load Washer

Year of 2007

Haier Mega Project

Under Haier's global marketing strategy, which requires a new washer product series to promote its brand image from entry to premium level, the goal is also to define a new product visual language together with unique feature, which can fulfill European user’s unmet needs and preferences. 
Final Design
My role: design manager
Research and Design Process
Research Scope: French, German and Italy
User Activity
Findings
FINDINGS
1. Sometimes, users are confused
during the interaction with the machine
due to the layout of buttons and screen.
2. It takes a while for them to sort out the
dirty laundry and it's hard to tell how
much detergent is appropriate for
a washing cycle
Usage Context
Findings
FINDINGS
Usage environment for washer
is very diverse. Users might have dirty or 
wet laundry, detergent and other devices
 put either on washer or nearby it. The
whole thing is not well organized and can
be very messy.
Competitor Analysis
Most Brands try to give each price or capacity segment an accent design element to distinguish each from the other. However, Many of them lost the brand identity or design language due to this differentiated design.
Trend Study and Design
Design Ideation
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