Revealing new lifestyles of households in China


Detect opportunities for innovation by immersing yourself in a changing culture.

Acquire a deep understanding of the country's home culture that will allow us to create a map of opportunities based on users' habits, expectations and problems.



Ethnography, insight analysis and disruptive design proposals

For the development of this project, we used the User Centered Design approach in 3 main phases: understanding and immersion, opportunity detection and conceptual design.



Proposed 20 areas of opportunity with innovation potential and 3 disruptive concepts

We generated the valuable possibility for the brand to explore 20 areas of innovation, 3 of which we evolved into conceptual product proposals.

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In-country user research to gain an in-depth understanding of citizens' habits.

To begin the immersion, we conducted internal research on Chinese culture and its major changes and trends in the field of household appliances.

Our specialised team travels to the country to visit people's homes and understand their expectations. We also carry out observations in shops and supermarkets to learn about people's habits in situ. All of this allows us to generate a report that defines current households and the archetypes of family units that inhabit them.

From this point, we start a funnel process identifying 20 possible areas of opportunity based on the study and defining, together with Haier, the 6 most promising areas of innovation on which to act. We transfer the results to our Product Design team, which develops an ideation process with conceptual proposals for each of these 6 areas. Finally, we deliver 3 conceptual products accompanied by the storytelling that supports them in the research carried out and that are in line with Haier's values and the needs of its consumers.


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20 users

Interviews and observations in context

3 cities in China

Chosen as a field of study

+50 hours

Video and audio recording

20 areas of opportunity

Found during the investigation

3 disruptive concepts

Underpinned by the study's storytelling

Share your challenges with us and let's transform the world through design, together.

The time to change the world is now.

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