STRATEGY . CONSUMER INSIGHT . PRODUCT DESIGN . MECHANICAL ENGINEERING . PROTOTYPING . DESIGN FOR MANUFACTURE

ENERGISING AN ICONIC BRAND THROUGH STRATEGIC DESIGN

Introducing the new HL5 Upright Vacuum Cleaner design by Smallfry for Hoover. It’s been a while since the word “hoover” morphed from being a big brand name into a verb to describe vacuum cleaning. Over the last few decades the iconic Hoover brand – once famed for being pioneers in floorcare – has become a distant memory to many consumers. When it was time to revitalise the Hoover brand, Smallfry played a leading role initiating a crucial cultural shift from the top down.

Now, with the new HL5 Upright Vacuum, we’ve put the Hoover brand back on the map. The ambition was to set a new precedent internally and regain the old prestige through a vacuum cleaner designed by people, for people.  From consumer insights through to design for manufacture and production support, Smallfry were central to all stages in defining and designing a product set to re-establish a heritage brand within the floorcare market.

GROUND BREAKING FEATURES BORN FROM INSIGHT

A feature set established and founded on research and insights to deliver a product spec that gives users what they desire from a 5 star vacuum cleaner. With its PUSH&LIFT for versatile, portable cleaning and Anti-Twist nozzle to prevent hair wrap, the new HL5 Vacuum Cleaner Design offers hassle-free maintenance and lightweight power users can see and hear.

ZERO DISTANCE TO CUSTOMER

We put your consumer at the forefront of everything we do. Through countless in-home trials and focus groups, we were able to take Hoover into the minds and homes of their consumer. It’s often not what your consumer says, it’s what they do that’s important.

When we ask people what they want from a product, they all tell us something different. By understanding the “why” behind the user’s needs, our team of design researchers were able to translate the fog into a clear direction to success, but it doesn’t stop there…

Consumer insight was integrated throughout the design process to ensure we always put the consumer first and that the product meets and or exceeds expectations.

ENGINEERING AN EXPERIENCE…INSIDE AND OUT

Thanks to our ability to balance usability, technical constraints and aesthetics, we could understand the bigger picture and, importantly, how each of these elements affects the other. As a result, we could rapidly design, engineer and deliver a product that would excel in star ratings while maintaining commercial viability. One key insight that came out of our consumer research was the desire for “power that can be seen and heard”.

Traditionally, a short-sighted NPD team or manufacturer might have taken this insight a little too literally. For example, you could make the motor more powerful… But then you’d have a louder, heavier product as a result.

We did something far more innovative than that. Working to create the right sort of sound and feel. By fine tuning the design and engineering of the product acoustics we were able to reduce any unwanted vibration and sound, so that the only noise the user hears is a more refined, specific tone. The resulting 5 star ratings and reviews that major on the word “power” speak for themselves.

“To me, ideas are worth nothing unless executed. Execution is worth millions.”

Steve Jobs

A 5-STAR EXPERIENCE

By fully integrating consumer insight throughout the design process we reduced the common risks associated with new product development. In other words, making a product that isn’t fit for market or commercially viable. Instead, Hoover now goes to market with a product set to delight its users and excel in star rating reviews. In fact, the HL5 is already rating between 4.5 and 5 stars on every website where it’s sold.

Find Out More >