Premium Oven

Aesthetic and material innovation

Problem statement

The current product was not seen as a true premium offering against the European competition from Bosch, Siemens and others.

The client wanted to see innovations for a new oven to replace the existing offering.

Researching the competition

In order to understand our competitors, we carried out feature benchmarking and a design language analysis.

We also hosted innovation workshops involving Customer Insights, Sales and Marketing, Engineering and Design.

Innovative breakthrough

During concepting we arrived on a new innovation – a one piece steel front bezel and handle.

This was not only an iconic new aesthetic for the brand, but a reduction in parts so a cost-benefit for the company.

Creating delight

Premium detailing was added in the physical touchpoints through polished surfaces, real metals and discrete lighting.

The lighting strategy was established with the Brand team, both colour and animation sequences.

New paradigm interface

As another innovative proposal, we added a new touchscreen UX – the first to market for a European oven.

The UX /UI was defined by the team and prototyped then built into the mockup.

Design and financial success

The design language of the oven was seen as a great success. It was translated across the entire range – refrigerator, oven, hob, hood and dishwasher.

This new range of kitchen appliances moved the brand positioning to a more premium level in Europe, enabling higher margins.