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.
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.
We generated the valuable possibility for the brand to explore 20 areas of innovation, 3 of which we evolved into conceptual product proposals.
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.
Interviews and observations in context
Chosen as a field of study
Video and audio recording
Found during the investigation
Underpinned by the study's storytelling
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