From product-first to experience-first
From product-first to experience-first
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Home Appliances
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EU
⊹
UX Design
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Service Design
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Industrial Design
UX Design
⊹
Service Design
⊹
Industrial Design
⊹
UX Design
⊹
Service Design
⊹
Industrial Design
⊹
Home Appliances
⊹
EU
⊹
UX Design
⊹
Service Design
⊹
Industrial Design
UX Design
⊹
Service Design
⊹
Industrial Design
⊹
Project scope
Defining a shared design language to guide brand experience across markets
Team
Jonathan Fortunati
Dagmara Siemieniec
Giacomo Traldi
Deliverables
Physical toolkit
“FFForward is not simply delivering the work. They are working (alongside) your team) to shape and incept the right deliverables. They know well how to navigate the complex dynamics of large organisations to deliver real value for a company."
Federico Ferretti
Head of Design @ Haier Europe
What we did
As Haier continued to grow across Europe, its design teams faced the challenge of maintaining a consistent brand identity while addressing diverse market needs. With content scattered across manuals, presentations, and product guides, the absence of a unified experience framework made it difficult to ensure coherence across physical products, services, and brand touchpoints. The opportunity was clear: create a system that could align teams, simplify decision-making, and scale with the brand’s evolution.
We worked with Haier to develop the Experience Design Language (EDL), a modular and adaptable set of guidelines that captures the essence of the brand. Designed for flexibility and usability, the EDL is structured as a series of volumes that evolve at different speeds, ensuring relevance over time. We introduced the 5-50-5 framework, a spatial reference that helps designers translate the brand consistently across product categories, and built tools that support onboarding, collaboration, and comparison across the company’s broader brand portfolio.
We worked with Haier to develop the Experience Design Language (EDL), a modular and adaptable set of guidelines that captures the essence of the brand. Designed for flexibility and usability, the EDL is structured as a series of volumes that evolve at different speeds, ensuring relevance over time. We introduced the 5-50-5 framework, a spatial reference that helps designers translate the brand consistently across product categories, and built tools that support onboarding, collaboration, and comparison across the company’s broader brand portfolio.
What we did
As Haier continued to grow across Europe, its design teams faced the challenge of maintaining a consistent brand identity while addressing diverse market needs. With content scattered across manuals, presentations, and product guides, the absence of a unified experience framework made it difficult to ensure coherence across physical products, services, and brand touchpoints. The opportunity was clear: create a system that could align teams, simplify decision-making, and scale with the brand’s evolution.
We worked with Haier to develop the Experience Design Language (EDL), a modular and adaptable set of guidelines that captures the essence of the brand. Designed for flexibility and usability, the EDL is structured as a series of volumes that evolve at different speeds, ensuring relevance over time. We introduced the 5-50-5 framework, a spatial reference that helps designers translate the brand consistently across product categories, and built tools that support onboarding, collaboration, and comparison across the company’s broader brand portfolio.
Results
EDL became a foundational tool for Haier Europe's design team (MED).
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EDL became a foundational tool for Haier Europe's design team (MED).
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EDL became a foundational tool for Haier Europe's design team (MED).
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It enabled more consistent experiences across touchpoints, from appliances to services.
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It enabled more consistent experiences across touchpoints, from appliances to services.
02
It enabled more consistent experiences across touchpoints, from appliances to services.
02
Cross-functional teams now use it for workshops, testing, and alignment.
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Cross-functional teams now use it for workshops, testing, and alignment.
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Cross-functional teams now use it for workshops, testing, and alignment.
03
Its flexible structure continues to evolve with market shifts and brand needs.
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Its flexible structure continues to evolve with market shifts and brand needs.
04
Its flexible structure continues to evolve with market shifts and brand needs.
04
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What are your working on?
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