Transforming premium washing machine design

Innovation Consulting

Samsung pic


Samsung wished to redesign the front-load washing machine to improve competition at the premium end of the South-East Asian market.


We adopted a grounded, ethnographic approach to insight gathering that involved charting the path of laundry to identify key areas of dissatisfaction with the washing machine. In addition, we conducted wide ranging expert interviews to assess broader shifts in product design, architecture, youth lifestyles etc.


Samsung AddWash was launched across SEA that allowed additional access to the washing machine cavity, even when the wash cycle is in progress.

The design won the 2016 President’s Design Award, Singapore.

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