Consumer research, industrial design, UX / UI mapping, brand language, OEM development & sourcing, electronics, engineering, prototyping, European and Asian sourcing
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Innovation Award 2015 Canton Fair
Smart Technology Gold Award 2016 IFA
My collaboration with Haier encompassed a comprehensive spectrum of initiatives, spanning from the establishment of a fresh visual brand language (VBL) across various product categories to the creation of ground-up platform designs. A key focus was the seamless integration of these designs into the manufacturing process, ensuring efficiency and quality. Additionally, I spearheaded the implementation of disruptive cooling technology for refrigeration products, enhancing their performance and appeal in the market.
The development of the new Haier America VBL was a result of extensive concept development and consumer research, culminating in a design language that resonated with the target audience and encapsulated Haier's brand identity. This process involved close collaboration with sourcing partners in the US, Asia, and Europe, leveraging their expertise to bring the vision to fruition.
Through strategic collaboration and innovative design solutions, my work with Haier yielded transformative outcomes, reinforcing their market position and driving growth in North America and beyond.
Addressing the challenge of ensuring consistency across Haier America's product lines manufactured in multiple countries required a meticulous approach. To bridge the gap between facilities and maintain brand coherence, a comprehensive VBL guide was developed. This served as a centralized resource, providing detailed specifications for color, materials, and finishes to align all visual elements across the product lines.
By establishing clear and uniform standards through the VBL guide, discrepancies among factories were minimized, ensuring that products maintained a cohesive and harmonious aesthetic regardless of their manufacturing origin. This proactive measure not only enhanced brand consistency but also streamlined production processes, fostering efficiency and quality across the entire manufacturing ecosystem.
The new Haier America VBL served as a unifying framework applied to all electronic products within the company's portfolio. This cohesive design language ensured consistency and coherence across various product categories, reinforcing Haier America's brand identity and enhancing the overall customer experience.
By adhering to the guidelines outlined in the VBL, Haier America maintains a consistent visual presence in the market, facilitating brand recognition and loyalty among consumers. This strategic approach underscored Haier America's commitment to quality, innovation, and design excellence across its electronic product offerings.
While Haier America's VBL encompassed all product categories, considerable attention was dedicated to the design of new refrigeration platforms. This effort involved the development of enhanced storage options, innovative systems, and user interfaces tailored to meet evolving consumer needs.
Multiple forms of consumer research were employed to inform the design process, ensuring that feedback was incorporated into the final concepts. Iterative testing and refinement were key components of this approach, enabling Haier America to validate design decisions and prioritize features that resonated most with consumers.
Notably, the refrigeration category played a pivotal role in shaping the overall home appliance VBL for Haier America. The insights gained from this category informed the broader design language, setting the standard for consistency and excellence across the entire product range.
The introduction of a groundbreaking, disruptive cooling technology into a line of refrigeration products marked a significant milestone for Haier America. This innovative technology was engineered to enhance storage capacity and optimize layouts, offering consumers a superior refrigeration experience.
The new platform not only delivered improved functionality but also enabled greater visual differentiation and sleek design aesthetics. This emphasis on design innovation set Haier America's refrigeration products apart from the competition, such as the wine cellars, capturing the attention of industry experts and consumers alike.
This cutting-edge design and cooling technology garnered prestigious innovation awards at the 2015 Canton Fair and the 2016 IFA shows, further validating their impact and recognition within the industry.
"At Haier US, Kevin directed the launch of Disruptive Technologies as well as developed Haier's US VBL (Visual Brand Language) that covered hundreds of products, including Dish, Laundry, Cooking, Refrigeration and Electronic products. Kevin is highly capable of developing business strategies and leading teams to deliver results. I would highly recommend Kevin for potential opportunities."
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Director of Research and Development, Haier US