Create. Simple Steps to Sustainable Washing
Consumers want reliable fabric care but often lack the awareness, confidence or guidance to choose greener options in their laundry routine or to understand the benefits those choices bring.
My role
Timing
The project
I led efforts to understand how users interact with the control panel. I organized and followed up on co-creation sessions with users, conducted interviews, observed behaviors, and and synthesized findings into actionable proposals.
Year: 2021
Understand Phase: Discovering Real Needs
Desktop research
We conducted a thorough desktop research, reviewing internal Electrolux reports and collected insights to build a clear understanding of the project. This groundwork helped us define guiding principles to shape and inform the next steps in our field research.
Quantitative Questionnaire
In partnership with DYNATA, we surveyed 500 participants across Brazil, Singapore, Sweden, and the USA to identify regional differences and commonalities in user experience.
Field research:
Interviews with Users
I spoke with 17 people in Brazil, Singapore, Sweden, and the USA, meeting each of them three times to understand their laundry habits, uncover common patterns, and shape the project with their feedback.
On-line TESTING:
Exploring User Experiences Scenari
From our insights, we built user scenarios and storyboards to illustrate key ideas, then discussed them in explorative interviews with 3–5 participants per region (Europe, APAC, LatAm, NA).
Create Phase:
Designing the Experience
Co-Creation with our users:
"Focus on the panel"
After sharing the storyboards, we invited participants to individually co-create with us. In 30-minute sessions, we worked together on Miro, picking and arranging options and icons to shape a control panel that reflect the values defined earlier in the project.
Iterative Approach.
Designing with continuous User feedback loops.
Prototype & Test
Throughout the project, we continuously analyzed the collected data to extract actionable insights. At this stage, we started consolidating cross-regional patterns we aimed to promote.
A Simpler User Experience Where Sustainability Comes Naturally
Through iterative co-creation sessions, we gathered insights from participants to refine the panel design and explore ways to simplify and improve the overall user experience.
Impact & Outcomes
The new Care range was developed through a research-driven process, from insights gathering to live co-creation sessions with users across Brazil, Singapore, Sweden, and the USA. Smart Select uses these insights to automatically choose the most sustainable program based on the user’s selected level of dirt, combining innovation with an intuitive, user-centered experience. Launch date 2024.”
