Haier Europe
Experience Design Language
A New Design Language To Succeed In European Market
Haier Europe, 2021
Context
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Convert Chinese Haier DL to European Market
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From Design Language to a complete User Experience
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Differentiate from other Haier Brands
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Position Haier as a strong competitor in the premium segment
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1 year project with impact on the first quarter
My Role
Supporting the Design Director on:
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Translating the Haier DL to Europe market needs
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Creating the basic structure for DL application
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Defining DL for Product Design team
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Ensuring the application on all product lines
All product characteristics are thoroughly detailed, enabling the application of fundamental rules across different product categories. This approach was also extended to Graphic Design, Interaction, and CMF.
With several ongoing long-term projects, the Haier EDL is continuously applied, tested, and refined.
Tailored for a multi-brand, multi-category product strategy
The Design Language structure was designed to meet the different needs of Haier Europe's brands, ensuring consistency and efficiency in applying its principles to new product developments.
Project Credits:
Federico Ferretti, Head of Design Center
Xiang Li, Deputy Head of Design
Simona Iuculano, Design Portfolio Strategy Leader
Daniel Turiani Taino, Product Experience Leader
Federico Perego, Design Strategy Leader
Riccardo Gualzetti, Product Experience Designer
Aliki Zachariadi, Senior Experience Interaction Designer
Martina Scorza, Experience Interaction Designer
Gianpiero Morbello, Head of Brand Strategy & IoT
Arnaud Guillot, Brand Director
Jonathan Fortunati, Innovation Strategist - External Consultant
Giacomo Traldi, Graphic Designer- External Consultant
