Haier
Strategic design studies in the field of white goods for European markets
Strategic Briefing
The goal is to analyze European—and particularly German—purchasing and usage patterns in the home appliance segment in order to position Haier in the premium segment and tap into new customer groups. Demographic trends, lifestyles, and future purchasing power potential are systematically examined.
Market-Ready Solution
The study demonstrates how global technology platforms can be adapted to a European design language, taking into account ergonomics, user perception, and universal design. Design recommendations link the brand strategy to specific product features and user interface concepts.
Business Results
A strategic design philosophy serving as a solid foundation for future product generations and consistent premium positioning in the European market
Haier is the Sea: Photo credit: Haier. Project details have been presented in abstract form for confidentiality reasons.
