TCL White Goods

New product portfolio for leading Chinese consumer electronics company.

Three fridge-freezers, Big-Eye Crystal washing machine by TCL

creating change in China’s white goods market.

We accompanied TCL’s first steps into the highly competitive household appliances market in China with the innovative White Goods Series. The new product portfolio convinces not only with its award-winning design, but also provides innovative features that guarantee hygiene and also save both energy and water consumption. We consulted the consumer electronics company throughout the entire design process, providing user insights, defining the brand and portfolio strategy, managing the usability and the user interface design, the industrial design, the CMFP design and even the manufacturing support.

Client Info

TCL Group
Project Date

User Insights

Turning major hygiene concerns into a new feature: The blue button.

Top 3

TCL’s “Big-Eye Crystal” washing machine is now one of the top three best-selling devices on

The blue button

Within just one month of the launch to market of this China-specific solution, TCL’s “Big-Eye Crystal” washing machine has already become one of the top three best-selling devices on – China’s largest online shopping platform. We addressed the very core of the target group’s needs: Chinese users showed major concerns about the hygiene and cleanliness of washing machines in general and expressed their distrust in existing technologies. We turned this finding into a highly efficient and convenient function for the TCLmachines: The blue button is a one-click sanitation feature which starts a quick cleaning program for the inner drum. An intense, high-temperature flush of water efficiently removes all dirt and bacteria within just a few minutes and prepares the machine for a hygienic laundry process.

Detailed view of the Big-Eye Crystal washing machine by TCL.
Entering a highly competitive market

Since we understand what makes the Chinese market different to other markets and we believe in unique and culture-bound solutions, the Chinese consumer electronics company TCL commissioned us with the task of establishing the corporation as a strong player in the highly competitive white goods market. In 2013 we started an intense collaboration to create change in the Chinese household industry. We worked closely with TCL to realize a project that is of relevance to the target consumers and to create an innovation that is based on a deep understanding of consumer behaviour, problems, desires and the user experience with household appliances.

New features

The key to success was the holistic development of this new product portfolio, involving an international team of experts in the field of user insights, brand & portfolio strategy, usability, industrial design, CMFP design, UI design and manufacturing support: The 3D sensors, speed detecting and triangular positioning technologies allow users to monitor the washing progress by remote Wi-Fi operation. As an innovation in CMFP, the beehive-shaped drum interior does not harm the clothes’ fabric during the washing process. We’re proud that our holistic and user-centered approach also changed the mindset with the TCL team – from a purely sales-oriented approach to one that provides real, tangible improvements for users’ everyday lives while at the same time proving highly successful in commercial terms.


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Persons in charge.
Moritz Ludwig, Managing Director Shanghai

Moritz Ludwig Get to know our Managing Partners, Directors and Competence Leads!

Fabian Kreuzer, User Interface Designer.

Fabian Kreuzer Competence Lead Interaction Innovation

“Perfect Interaction Design does not only convince visually, but communicates by addressing all senses.”
Johannes Huber Senior Usability Engineer

Johannes Huber Get to know our Managing Partners, Directors and Competence Leads!