One Care

Role:
Experience Design Lead

We set guiding principles from internal Electrolux reports, then ran a DYNATA study across 500 people in four regions that made one thing clear: people care about their clothes, but laundry is a chore and sustainability is rarely top of mind.

I interviewed 17 people across four regions, meeting each three times to get past first answers and into how they actually do their laundry.

I built scenarios and storyboards to make early ideas tangible, then tested them with participants per region to turn vague preferences into clear direction.

In one-on-one Miro sessions I co-built the control panel with participants — picking and arranging every option and icon together — so the design came out of their logic, not ours.

The work became SmartSelect — the panel lets people choose how dirty their load is and picks the most sustainable wash automatically — and the range launched in 2024 and won the iF Design Award, making sustainability the default rather than a separate choice.

The win wasn't adding a sustainable mode. It was making sustainability the path of least resistance — the option you'd pick even if you didn't care.