Project lead for Whirlpool’s Protton World Series no-frost triple door refrigerator launched in March 2014 in the Indian Subcontinent
How might we leverage existing platforms to create unparalleled aesthetics for a high capacity multi door refrigerator format that improves Whirlpool’s No Frost market share?
Problem
Whirlpool existing multi-door refrigerator required a major face lift as the old design had been in the market for years and was loosing its appeal for the ever evolving urban consumer. Besides providing the contemporary and premium aesthetics, there was also an opportunity to offer a unique innovative feature for the Indian consumer for whom vegetables are an integral part of daily diet. Business expected a single design that could be implement on 2 different platforms (L60 and Neo) across 4 different capacities (240L, 260L, 300L and 330L).
Solution
Protton's unique 3 door format offers benefits that no other refrigerator in it's class has. It provides the largest fruits and vegetables storage space (about 32L), prevents odour mixing and ensures better cooling retention owing to 3 separate zones for different storage needs.
The refrigerator's unique 3 door format gives the consumers an exclusive bottom drawer the Active Fresh Zone for fruits and vegetables. This prevents odour mixing keeping fruits and vegetables fresher for a longer duration.
ROLE
Design Research, Industrial Design, Ideation, Prototyping, Design handover to Engineering Team
Team
Marketing, Manufacturing, Engineering, Quality, Craftsmanship
Duration
6 Months
COMPANY
Whirlpool Of India Pvt. Ltd.
Concept Ideation
Product conceptualisation involved exploration of different handle formats ranging from hidden to recessed and external handles. Special attention was given to the bottom drawer handle as it was a challenge to give it design continuity when it was spatially delinked from the other two door handles.
Prototypes (Production Level High Fidelity Aesthetic MockUp )
Sample exploded view illustration of feature/component specifications shared with the prototype vendor.
In order to get the buy-in from the leadership, a high budget close to production model aesthetic prototype was created in China. This involved creating highly detailed engineering drawings along with detailed color, finish and material specifications. Whole process involved supervising and coordinating with an international vendor to showcase the product during design exhibit to the stakeholders.
Innovation : Active fresh zone with Moisture Retention Technology
Active Fresh Zone for fruits and vegetables comes with Moisture Retention Technology ensures optimum cool air circulation around the crisper in the bottom drawer.
Product Launch
Protton World Series production started in March 2014 at Whirlpool’s Pune plant in India.
Tv & Print Commercials
High budget TV commercials were aired during prime time on the top channels
Protton World Series Concepts (Whirpool’s 100th Anniversary Special)
After the product launch, proposed the glass door concept models (on the same platform) to celebrate the 100th Anniversary of Whirlpool Home Appliance Corporation.
My Learnings
Built expertise to design for a premium range of refrigerators (after successful launch of mass market refrigerator)
Created a production level mock up and presented to the leadership
End to end project management and execution of assets & deliverables.