Problem Statement

Current washer and dryers in the U.S are mainly designed for large loads, which cannot satisfy the needs of ethnic groups where small everyday loads are more desirable. Current washer and dryers in general are designed under the assumption that all markets require large capacity units. There is a need for a laundry system that reduces load size and provides flexibility in the fabric care practices (size, type of clothing, frequency) providing users with the opportunity to maintain their cultural practice around laundry.

STAKEHOLDER

The Asian American population is greatly urbanized, with nearly three-quarters of them living in metropolitan areas with population greater than 2.5 million.

Whirlpool is mainly focus on large loads in the U.S, whereas they recently realised that there is also a need to satisfy people who cares more about fabric care practices and reduced load size.

OBSERVATION

1. Asian prefer adapting to the environment rather than keeping old habits

2. Americans mostly sort by color

3. Asian sort by color; material; type, etc.

4. The location of laundry space varies in different cultures

5. The price of resources can restrict the use of washers and dryers

MARKET RESEARCH

LG

Whirlool

Samsung

Summary of findings

The promotion of new technologies, features, and functions are not enough in America. Some very useful accessories in Asian markets are not supplied in American markets.


People tend to choose the brands they are familiar with. The aesthetic and utility setting of Asian brands and American Brands varies greatly.

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