Toshiba Ethnographic Research & Advanced Design

In-collaboration with Toshiba to establish design principles and strategies for washing machines and refrigerators to address the ‘ASEAN’ market, specifically: Vietnam, Indonesia & Thailand.

Deep Dive: Discover Needs
Observation, understanding and insights are derived from field design research across 3 countries, and forms the basis of strategic direction.

Consolidate as ASEAN Strategy
Field insights are synthesized with market and brand attributes to form design vision, which is expounded as a comprehensive design strategy comprising brand, emotion and design attributes.

Emerge as Market & Innovation Leader
Design strategy addresses the key vision expressed through brand, emotion and design identity. This set out a clear plan for Toshiba to innovate and lead in the 3 markets.

Danny Chu Wen...
Freelance Industrial Designer Singapore, Singapore