Electrolux · Connected appliances

Shaping next-gen connected laundry

One interaction language across washer, dryer, and app in 16 weeks.

Overview

End-to-end research that informed design decisions for the next generation of washers, dryers, and app: 35+ studies in 16 weeks, from discovery to design freeze.

From homes, research moves through Discover and Define to a brief, then Develop and Deliver to design freeze and a 2027 launch. Three lines carry one interaction language to the washer, dryer, and app. Without early research, fixes come after tooling. One interaction language Homes 01 Discover 02 Define 03 Develop 04 Deliver Without early research, fixes come after tooling needs brief design freezeLaunch 2027 washer dryer app
Role
Lead UX Researcher, Human Factors
Timeline
2026 (16 weeks to design freeze)
Teams
Industrial Design, CMF, Product Management, Hardware Engineering, Global UX

Context

Washers and dryers are already connected, controlled from the machine and the phone. This work shaped the next generation of connected consumer tech, across washer, dryer, tower, and app interaction, following the global brand visual design identity.

Opportunities

  • Connected routinesWi-Fi connectivity, delayed start, auto-dose, and app notifications.
  • Accessible controlsKnobs and readable embedded screens across tiered products, for all ages and abilities.
  • Favorite cyclesSave go-to cycles, with energy and water data for each.

Constraints

  • Compressed timeline16 weeks to design freeze, down from 32, with hardware decisions locked early.
  • Global marketsNeeds and expectations vary by region.

Key discoveries

Where research changed the direction of the design.

01 · Control panel

People want every cycle in view.

“I just want to see all my cycles, without scrolling to find them.”

A participant presses the washer control panel while a camera on a stand records the session
Snippet from usability sessions, NA
0:45All cycles visibleEvery cycle has its own button0:45Dead front, fewer buttonsMore cycles behind a selector
The two concepts tested, simplified
Assumption
A hidden-until-lit panel would feel more premium.
Evidence
With all cycles visible, task success was higher and task time lower (A/B test, n = 12).
Impact
The team chose the all-cycles-visible panel.

02 · App interaction

Monthly savings motivate more than per-cycle data.

“One wash doesn’t matter. I want to know what I can save, and what I saved, on electricity and water this month.”

A remote interview on a video call: Shreya moderating, the participant’s face blurred
Snippet from a remote interview, moderated by Shreya
Concept app screens for a connected washer: a home screen, water and electricity use with local utility rates, and a running cycle with estimated energy, water and cost
Concept screens based on the Electrolux Group app, adapted for laundry.
Assumption
Per-cycle energy and water data would drive sustainable choices.
Evidence
Per-cycle data helped people choose; monthly savings felt more meaningful (concept testing).
Impact
The app added monthly savings and off-peak scheduling.

03 · Premium design

Premium is felt as well as seen.

“It should look high-end, and still be easy to use.”

View through the observation window: Shreya moderates a participant reviewing washer and dryer design boards
Snippet from in-person perception research, led and moderated by Shreya
Reads as premiumColor beyond whiteNo printed textLarge tinted doorHidden detergent drawerReads as less premiumWhite bodyPrinted textPhysical knobAngled panel, big drawerBut a knob felt easier to use
Based on competitor benchmarks in the EU and NA
Assumption
Premium means minimal: no knob, no text.
Evidence
People linked premium to color and hidden drawers, and a knob felt easier to use (interviews and EU/NA benchmarks).
Impact
Shaped the CMF strategy; desirability rose in later testing.

Also found

Premium ≠ preferredWhat looks premium isn’t always what people want to live with.
Longevity is the silent decision-maker“Will this age well?” decided what people would actually buy.

04 · Controls

Visible options matter more than a big screen.

Four kinds of research, shown as report covers: in-depth interviews, perception surveys, competitive UI benchmarking, and trade show reviews
Triangulated across four methods
0:45Control knobwith LED screen0:45Display knobknob as the screen0:45Cap touchall options visibleFull touchlarge touchscreenLed on visual appeal+ usabilityKnob · lower tiersNo knob · upper tiersCost and tier rise
Concepts tested and how controls were tiered
Assumption
Every tier should move to a full touchscreen.
Evidence
Cap touch led on appeal and usability (NA survey, ~250).
Impact
Touch panels in upper tiers, a knob in lower tiers.

Impact to date

How far each result has gone, from agreed to measured.

AcceptedBuilt inMeasured

Accepted

8

Product decisions informed: control panel, app, notifications, error recovery, premium design, CMF, icons, and tiering

Built in

3

Design changes at design freeze

  • All-cycles-visible control panel
  • Controls tiered by price
  • Favorite cycles, energy and water info

Built in

1

Interaction language across washer, dryer, and app

Measured

~60%

Less time on core tasks with all cycles visible (usability test, n = 12, prototype)

Next to measure after the 2027 launch: support calls, installation, and onboarding.

A stacked washer and dryer tower in a laundry roomA washer and dryer side by side in a bright laundry roomApp screen guiding a person to turn on Wi-Fi mode on the applianceA phone showing remote wash cycle settings
Current-generation appliances and app. My research shaped the next generation.

Product details are under NDA. Reach out to learn more.

Research roadmap

See all 35+ studies, from discovery to design freeze

1

Discover

5 studies · homes → needs

  • Contextual inquiryIn-home visits and interviews, NA · EU · LATAM · Asia
  • Needs findingLatent needs, opportunities, and pain points
  • Competitive benchmarkingSide by side against competitors

2

Define

5 studies · needs → brief

  • Perception and futures researchWhat signals premium, now and next
  • Design briefPremium triggers, priorities, and opportunities for hardware, UI, and connectivity

3

Develop

15+ studies · brief → concepts

  • Concept testingFront-load, top-load, and tower, with ID, design identity, and CMF
  • CMF researchMaterials and finishes, conscious and subconscious response
  • Icon comprehensionControl panel and app
  • Human factors testingReach, knob force, door handling, and display legibility, with physical mockups

4

Deliver

10 studies · concepts → design freeze

  • Embodied UI testingControl panel tasks on washer and dryer
  • App interaction testingRemote start, settings, and notifications
  • Usability studiesRITE rounds on onboarding, core tasks, and error recovery
  • Design validationIn-person studies across 3 cities
  • Quant researchLarge-scale online validation, n = 500+, 2 markets