Cooking Insight

Food Preparation Platform Range

A New Platform Thinking

Packed with cooking innovation.

The project was two-fold, firstly, a new European platform reduction programme with a ground up design and development approach. Secondly, a physical application of the Electrolux ‘Global Design Language’ on domestic appliances.
Platform as a whole was based on real consumer needs and desires, the Insight range offers numerous innovative and patented Unique Selling Points that give a real advantage over competitors help elevate the value of the brand to the consumer.
Project 'Insight' was a long term high investment (€24 Million) project for the Food Preparation category. The brief from the business was to create a new high-end, low complexity, common platform spanning 4 factory sites in northern Europe for the EMEA markets. Answering consumer, market and technical requirements, allowing for Brand differentiation, Innovation and Unique Selling Points to be brought to market, which were not evident in the current marketplace flooded with ‘Me too’ styles, designs and manufacturing methods.
The project brought about a new way of thinking for manufacturing along with fresh aesthetics, sensitive to the latent needs and desires of the consumer, brand values and design trends.

Development

Consumer Insights enables the product to answer the needs, both articulated and latent, of the consumer through innovative and relevant solutions with unique selling points..... Research was conducted globally through observational and home visit studies, early adapter workshops and interviewing to gain a better insight into the everyday life’s of the consumer, how they think, feel, what they like, appreciate aesthetically etc.These topline pain points and insights from the kitchen environment informed sketch ideas and development of relevant features that could be applied to the platform. The aesthetic form language developed around the idea to radiate honest quality, expressing purpose of use and be sensitive to the production techniques used to create it.

Working in tandem with R&D and other cross functional business partners, the range was developed to be cost effective through component reduction, this offered a cleaner visual aesthetic to the products. One of the main goals behind the platform was to share common components between designs and factories. in doing so investment costs were reduced and made the assembly process less complex than current production.

Market 'Firsts'

As part of a €24M investment, the platform came with many ‘market firsts’. Those being: 1/ A single piece deep well cook top designs allowing for simpler assembly and clean-ability for end users, including a flush integrated lid hinge. 2/ Patented ergonomic cool touch doors, giving a full height 'window' effect for viewing into the cavities. 3/ Cavity designs enabling the user to see inside the product easily, from a closer position without having to open the doors or bend down during food preparation, thus improving cooking performances, food results and maximizing energy conservation.
The platform was designed with fewer components to give the range a cleaner appearance. This made the manufacturing and processes less complex and reduced assembly costs. Flexibility of combinations for different market needs included Double & Single cavities. Induction with touch interface, Gas, Electric and Mixed fuels. Along with various cooking functions such as Pyro and Steam.

The visual brand aesthetic emphasizes ease of use, robust reliability with relevant design, and functionality without clutter or complexity.
When initially launched in Q4 2005 in the UK & Scandinavia, Electrolux was the first brand to be produced on this new platform for the northern European markets. A total of 6 additional Brands under the ownership of Electrolux within Europe would utilize this core platform with both shared and brand specific components to address local market & business needs.

Project date, 2001-2006

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