Good design doesn’t happen by accident. At Electrolux Group, we take an iterative, research-based and collaborative approach to design that encompasses the entire user experience. We call this philosophy Human Touch.

With products in hundreds of millions of homes around the world, we use the power of design to drive change for the better. Better for the users of our solutions – digital or physical – and better for our planet. We channel our creativity to achieve meaningful, sustainable, experiences. Human Touch is about making technology more human, intuitive and seamlessly integrated into our lives, whether it’s through a clever use of lighting that helps reduce food waste from your fridge or an intuitive user interface that encourages sustainable choices.

Design at Electrolux Group is defined as the practice of creating human-centric solutions; products, services and interactions. It’s a diverse field that draws from synthesis, analysis, engineering, culture and data. When combined with cultural context, it connects emotionally and tells a story. To this end, there are three main elements to the Human Touch design philosophy:

Foresight. Continuously interpreting trends and insights to develop a point of view about the future, which inspires and directs our work.

Creativity. Applying the unique sensibility and perspective of designers to identify opportunities, solve problems and nurture a creative culture throughout Electrolux Group.

Context. Designing for real use and thinking in terms of ecosystems, beyond one product at a time. By truly understanding usage patterns and behaviors, we seek to simplify decisions and guide actions.

The Human Touch philosophy comes to life through a structured approach with three main phases: Understand, Create and Develop. Intended to ensure successful outcomes, this approach is about first framing the opportunity, then creating the concept and finally making it real.

Good design doesn’t happen by accident. It’s been in our DNA since founder Axel Wenner-Gren launched the first collaborations with world-renowned industrial designers in the 1930s. Today, our designers globally are guided by Brand Design DNA frameworks. These provide each of Electrolux key brands (Electrolux, AEG and Frigidaire) with distinctive features and values.