Simon Bradford, Electrolux’s VP digital design, is working to personalize the user experience.
Electrolux is changing mindsets from ‘an’ appliance to ‘my’ appliance
YSN Staff
In this forward-looking Q&A from Electrolux, Simon Bradford, the company’s VP of digital design, provides a preview of the high-tech trends that are shaping home appliances.
What will consumers expect from their appliances in the future, and how can designers meet those expectations?
User centricity has been a focus in the design world for many years, but I believe it’s time for us to evolve beyond this. Increasingly, I see a need to shift from user centricity to deep personalization, aiming to create a genuine emotional connection between people and their products.
The next stage goes beyond merely meeting functional needs; it’s about intuitively aligning with each user’s unique lifestyle: learning from their habits, preferences and daily routines and adapting in real time. Imagine an appliance that seamlessly adjusts its settings based on a user’s routine, or changes its interface depending on who is in the room or the time of day.
Machine learning and sensors are already enabling this type of interaction. My ambition is to shift the user’s mindset from ‘an’ appliance to ‘my’ appliance. Only then can we begin building meaningful relationships with our users.
What are designers’ priorities when developing a user interface (UI)?
We use the term “a sticky digital experience” to describe a stronger emotional bond between users and our appliances, encouraging them to engage more frequently with us and for longer periods of time. By “sticky” I mean, is it easy to use? Is it visually engaging? Does it offer relevant content? Does it improve over time? Can it be personalized? Does it perform? And a few more. Are they all equal in importance? No. It depends on the application, but if one is missing it can drag the experience down.
How are you incorporating this into UI design?
Designers were previously limited by the power of the “engine.” However, with more powerful chipsets and larger memory capacities, we’re now seeing a shift toward a smartphone-like aesthetic, with more text, imagery, colors and animations. The user experience (UX) has become the focal point of products and brands.
Additionally, large TFT [thin film transistor] displays with vivid, high-resolution screens are being used across all product categories. Appliances can now present more information, guide users through advanced cooking techniques or washing cycles and offer a modern experience, blurring the line between traditional appliances and smart, connected technology.
What other design trends are out there in the market?
Another trend, very noticeable at this year’s IFA consumer electronics trade show in Berlin and reflecting the current economic environment, is a strong focus on sustainable solutions. Many appliance manufacturers showed innovations designed to optimize power usage and minimize water waste. These advancements are aimed at generating awareness and improving people’s behavior, helping users to lower their utility bills and answer the growing need for sustainable, eco-friendly solutions in the home.
There is also a shift towards ecosystem thinking. Manufacturers are increasingly designing appliances that share data to improve convenience, to optimize energy usage and to provide a more efficient user experience. For design, this means having to think in terms of use cases that run across product categories, and building interoperable interfaces that seamlessly talk to one another.
What is your favorite connected product?
My favorite connected product at home must be our Electrolux Pure A9 Air Purifier. Despite the air quality here in Sweden being very good, in the spring there is a high concentration of pollen when nature wakes up after the long winter months. We also have two cats and a dog, so being able to get assistance with managing the air quality inside our home and gaining insight into how many particles are being removed is reassuring. In addition, an interesting discovery has been seeing the purifier seamlessly activate when something smoky is being cooked in the kitchen. Both appliances are speaking to one another to make my life more comfortable.
