How it started

Electrolux were looking to develop a Best in Class Fridge-Freezer, aiming to become the preferred brand amongst premium users in selected markets. Insights were required on key usability and design aspects. Prototypes were available in 3D rendering. Could we develop a VR based research design that tapped sensitively into a full range of usability aspects – and for a broad age group from 20 – 60 year olds? We could – and did!

How we inspired change

We developed a sequential approach 3 key markets – Sweden, Italy and Germany.

• VR Interviews: we conducted a total of 54 VR interviews where participants could experience the new prototype up close and provide feedback for improvement.
• In-person focus groups: after the VR experience, individuals joined a highly engaged group discussion zooming-in on the virtual prototypes.

The approach worked across age groups – in fact older respondents seemed to have the least problems adopting to the VR atmosphere!

How it lives on

The insight outputs more than fulfilled all our expectations:

• VR Interviews proved a very immersive experience, with high levels of curiosity, low to no inhibitions, and a high degree of playfulness. A potent mix of flexibility and speed was achieved in prototype optimisation – 3D renderings could be changed from one fieldwork session to the next.
• Designers – even more flexible and open: VR offers flexibility after the research has finished. Once a physical prototype exists, the creators are psychologically “stuck” with it. NOT having a prototype made the designers In a subsequent quantification phase, this model tested extremely well – thanks in part to the rich input from this innovative qualitative phase.

In a subsequent quantification phase, this model tested extremely well – thanks in part to the rich input from this innovative qualitative phase.