What was the brief and objective?

Ken Ding: The objective was to innovate with new features that would help increase the adoption of front-load washers over top-load washers in Southeast Asia. Front-load washing machines are important as they consume less water and are more energy efficient.

What 'problem' does this design solve?

Ken: When it comes to doing laundry in Southeast Asia, there is a strong trend of interacting with the wash cycle. For example, in Thailand, housewives like to add fabric conditioner at their own particular time in the wash cycle to maximise the fragrance. People also like to add extra detergent or other cleaning agents during the wash cycle.

This interaction is not possible in front-loading machines as the door locks once the cycle has begun and the user cannot intervene with the process. By having a second door that can be opened during the washing process, people can intervene at any time during the wash cycle. The design includes a child safety feature, which prevents the drum from rotating whenever the door needs to be opened.

What challenges did you encounter during the design/manufacturing process?

Ken: The biggest challenge was the manufacturing of the moulded glass door with an opening, to meet the desired product quality and cost. We had to source for new external manufacturing partners outside our region with the right capability, to work together with the research and development team in our headquarters. To ensure the intent of the design was kept, the design team had to constantly communicate and ensure alignment across key functional stakeholders. This included having our team members working at the headquarters in South Korea during the development process.

What is your design philosophy?

Ken: At Samsung, “inspired by humans, creating the future” is our design philosophy. We believe that design should be intuitive, attractive and simple. Above all, it must bring value and joy to people’s lives.

We also believe that everyone is different, with different requirements. Therefore, when we innovate, we don’t take a one-size-fits-all approach. We keep innovating in every product category and in every region around the world, trying to offer people the products and services that are just right for them. In other words, we design the experience around humans, not around technology.

How does the end-user experience motivate you as a designer?

Ken: The core value driving Samsung’s products has always been thoughtful design, which translates into functional innovation. By taking the time to understand what matters most to consumers, we strive to create products that will have a meaningful impact on the way we live. We believe that great innovation begins with understanding the needs and wants of people. This understanding is the first step in our design process. Research and insights allows us to consider every possibility and aspect that could improve consumers’ daily lives.

What impact does design have on innovation and the economy?

Ken: Thoughtful design paves the way for successful innovation that solves problem and delivers value. Samsung is powered by a vision – we want to understand what people need and want; then we push the limits of what technology can do; and finally, we add design that makes our innovation more relevant everybody’s lives, so that we can give people new experiences through aspirational products and services.

We believe these innovative products enhance and tailor experiences to people’s lifestyles. The ability to create a desire and preference for products and services is central in innovation, and stimulating buying behaviour is one of the key factors contributing to the growth of an economy. On the supply side, we recognise that in today’s knowledge-based economy, intangible assets such as skills and know-how have a growing importance in the ability to meet the sophisticated needs and ants of consumers. This is why we constantly invest in training all our staff around the world. After all, it is the skills, expertise, insight, inventiveness and drive of our people that underpin our success.

What existing design do you think has a positive impact on society?

Ken: Successful product design consists of both aesthetic and functional appeals, and also considers the broader environmental and social impact in the product development process. With today’s increasingly discerning and sophisticated consumers who are influenced by various buying factors, it is essential to deliver products that provide true consumer value. For instance, the internet and smart phones have given consumers the freedom to stay connected inspiring a world of possibilities and making their lives better.