In many consumer-oriented markets the products become more and more the same.  One of the key-issues and a big concern to many of our customers is the question, what can be changed on products like refrigerators, kettles, toasters, et al. on highly competitive markets to convince the user and trigger the buying decision.

The chinese company HAIER - with 5,1 % market share in the field of houseware appliances globally the market leader (2009) - asked us to develop a range of innovative user benefits on different products in highly competitive markets. During several sessions with the team - always brainstorming, scribbling, discussing and researching, we created a big potential of innovative ideas and user benefits, which now serve as basis for the further design-development.