KitchenAid Commercial Series Major Appliances
In order to compete with “super-premium” appliance brands, like Wolf, Sub-Zero and Viking, our team was given a clean sheet of paper to create a new suite of commercial-quality appliances. This goal was to elevate KitchenAid beyond the premium category - our hypothesis was that our consumers would give our brand the permission to play in this new, loftier space. Our design team was charged with validating that hypothesis, and with designing the new collection of appliances that would potentially transform the brand.
Commercial Series Development
Our team started the design process by posing a very simple question to users: Does KitchenAid have permission to play in the super-premium space? We utilized many research methodologies, including contextual inquiry and ethnography, to arrive at the answer, which was ultimately "yes", but with several caveats: Perceived quality needed to equal that of KitchenAid's Stand Mixer while surpassing that of KitchenAid’s new (more upscale) competitors. Touch-points needed to be flawlessly executed - knobs, handles and all moving parts needed to feel appropriately weighted and precise, and the UI needed to be intuitive and contemporary, without taking away from the heritage-inspired design. The program ultimately followed a very traditional product development process (Discovery, Definition, Design and Delivery), with an emphasis on insight gathering and story-telling.
Opportunity Identification & Concept Testing
Early in the development process, we worked with BMW Designworks to create a full-size appearance model of the new range, which is generally agreed to be the heart of the kitchen (and the new Commercial Series suite). We placed the concept model next to our existing KitchenAid "Architect Series" professional range at the Kitchen & Batch Show (one of the appliance industry's biggest trade shows); we then interviewed preselected trade guests in order to gauge their reactions and to identify key insights. The results illustrated our trade partners’, and consumers’, permission to play in the super-premium space. This work also informed the next iteration of the design.
Full-size foam model shown at the Kitchen & Bath Show
Design and Development Process
We started the program with Discovery, which consisted of a number of research activities that ultimately set the context for the product. We then moved into Development, which included many rounds of refinement, again based on user and trade partner insights. Delivery was focused on liaising with our internal and external manufacturing partners. In parallel with all of these activities, we were tuning our Brand Architecture to ensure that there was clear delineation between KitchenAid's three product tiers (a traditional good, better, best model), and the other brands under the Whirlpool umbrella.
KitchenAid "Big 5" design elements
KitchenAid brand architecture
The Range is the Heart of the Kitchen
The Range includes many KitchenAid DNA elements, combined with modern features like fully-programable settings accessible through a combination of touchscreens and conventional controls. The design language combines many of KitchenAid's legacy visual elements (architectural surfacing, stainless steel, cast metal accents, etc.) with new elements (large windows, furniture-inspired legs and plinths, and blue oven cavities).
Alias rendering using final 3D geometry
Alias rendering using final 3D goemetry
UI Development
Our team explored a number of UI/HMI concepts ranging from traditional analog controls to a full-touch interface. The final approach was a mix of both, which aligned well with KitchenAid’s brand tenets and heritage.
Early dial-driven UI concepts
OLED display with halo status lighting
Appearance model
Final UI implementation
Building-out the Suite
While KitchenAid’s cooking products team was planning its assault on super premium oven brands, the refrigeration team was developing a refrigeration portfolio to compete with SubZero. "Sub" had owned the super premium market for many years, and it was going to take a seismic event in the market for consumers to notice KitchenAid's new refrigeration offerings. With the mission of disrupting the category, our team designed and built a concept called the "Goliath" refrigerator. It was unlike anything in the super-premium space, having all of the innovative features of "consumer" refrigeration products, from brands like LG and Samsung, while displaying the cache and swagger of KitchenAid. Seeing the new refrigerator and range, as full-scale physical prototypes, it was nearly impossible to deny that KitchenAid was serious about being a successful player in the super premium space. Whirlpool’s management thought so too, and green-lighted the program.
Goliath Commercial Series refrigerator full-size appearance model
My team’s role: We were responsible for the up-front formative research, VBL (Visual Brand Language) development, Industrial Design, UI/HMI design, usability testing, ergonomic development/testing and vendor liaising.
My role: Creative Direction / Team Leadership