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LG | 10-Year Laundry Vision

  
A “10-Year Laundry Vision” directive allowed LG to confidently enter the US market with user-centric features and design under the LG and Sears-owned Kenmore brand.

OBJECTIVE

Build market share for LG and Kenmore-branded LG washers & dryers by making them relevant for the US consumers.

STRATEGY

Create a conceptual road map based on…
→ user-centric, demographic-specific functionality
→ forward projection of current design & style trends
→ new & emerging technologies from related and unrelated categories

INNOVATION

Consumer insights driven features such as:
→ base washer for small loads
→ heat pump dryer technology for energy efficiency
→ tilted, large volume drum for easy loading and efficiency
→ smart device app-based controls
Future-oriented materials, colors, and style trends

KEY RESPONSIBILITIES

In-home/in-store consumer insights and internal stakeholder research
Technology & materials research
Competitive product research
Extraction of fertile research data points
Strategic vision development & formulation
Iterative innovation process
Vision documentation creation

DELIVERABLES

Kenmore “10-Year Laundry Vision” documentation containing:
Consumer, market, technology, trend insights
→ unmet user needs
→ industry macro-trends
→ emerging technologies
→ design & style trends
Innovation platforms & directives
→ address key insights
Conceptual solutions
→ product & feature innovation