Samsung

Challenge

Samsung knew it was time to plan for the changing dynamics of the modern global family and their impact on its growing home appliance business. They completed an in-depth global research study in key markets around the world, looking at how multiple-generation households, single parents, unmarried couples and grandparents raising grandchildren would put new, and different, demands on their home appliances. Once that research was complete it was time to put it to use—and that’s when they came to Bulldog Drummond.

Result

We led their South Korean home appliance design team through a process that used human-centered insights to identify and develop new product concepts. The goal was to leave the working summit with a number of mid- to long-range concepts that could be brought to market in 3 to 5 years. We began the process by translating their research into actionable insights and using it as provocative stimulus. From there, we worked with their teams to develop product platforms and specific product concepts. We left the session with 18 unique product platforms, each with their own suite of product concepts, and 31 independent product concepts that could live within their pre-existing workstreams. The innovation process we developed for the South Korean design team was then integrated into the larger Samsung global innovation process.

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“Bulldog Drummond helped us transform a large body of complex research into a learning lab, teaching our global product development teams to look at research differently, and develop robust concepts to help shape the future of Samsung’s Connected Home.”

—Vanessa Dillof, Director, Innovation Insights