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Electrolux SE

A prototype aiming to help someone pick their perfect washing machine.

A desktop view of a product feature on the Electrolux SE website.

“How do you select the right product to buy when all of the other options look exactly the same?” Wanting to solve this frustrating consumer problem for washing machines, Electrolux tasked us to create a working digital prototype which would help provide users with a more informed purchase.

We worked in two week sprints with an international team based in London and Stockholm, with the first week dedicated to developing ideas and paper prototyping (eventually building to more complex UI designs in later sprints) and the second week dedicated to user testing and preparing results.

Our solution revolved around the idea of the user having to answer five simple questions based on their home life and how they use their washing machine. This would in turn whittle down products until all questions were answered and a recommended choice would be displayed. Results from user-testing revealed to us that although this was a great way to get to a recommended choice, we weren’t really educating users as to how their answers affected results.

To help with this we designed a ‘top 3 recommended products’ section, which would appear after the first question had been answered. We also provided short rationales explaining how answers reflected results. User-testing follow ups revealed that this actually gave the user a layer of transparency – that there was actually a reason behind the madness – and that their answers weren’t simply some marketing strategy to try and sell more of a particular product.

A full view of an image-rich landing screen experience promoting fabric care.
A redesigned content page displaying new modular components content-makers could use to create effective and engaging pages for their users.
Prototype for a product selection experience. Prototype for a product selection experience. Prototype for a product selection experience. Prototype for a product selection experience. Prototype for a product selection experience. Prototype for a product selection experience. Mobile view of a prototype for a product selection experience.
A prototype designed for users to easily find a washing machine based on their needs. This was eventually used on .se sites and in-store using art-directed images and video content to replace the prototype placeholders and aid in the selection process.