SAMSUNG / FLEXWASH™ WASHING MACHINE

Service offerings

• Enhanced ethnography
• User experience
• Concept optimization

Challenge

Samsung asked us to identify unmet needs and pet peeves among washer buyers then exploit them with new features.

Methodology

Our design thinking approach uncovered the struggle and inconveniences consumers face in needing to wash different garments separately. They worry about maintaining their fabrics but often don't have time to run extra loads.

Insights

“Too many loads, not enough time…”

“Most washers all look the same at the showroom… you really have to do your research to know what you’re looking at.”

“I don’t think I’ve ever looked at the owners manual…”

“Some items need super-scrubbing, others need a gentle touch…or they get destroyed!”

“All too often separate loads have to wait…or I end up just throwing it all in together.”

Impact

Provided Samsung with a distinctive offering that defies format convention and delivers on a truly desired consumer wish.

Recognition

2017 International Design Excellence Award (IDEA) Gold Winner