A set of design guidelines for LG refrigerators in the Mexican market
LG Consumer Profile Research
LG Electronics & Centro de Investigaciones de Diseño Industrial
Intern design researcher
Mexico | 2013
Contribution: field research, data analysis, infographics, design concepts, and render.
The Mexican consumer market has unique customer behavior when they decide to buy home appliances. Their decisions' criteria differ from North America and Latin American markets. The research objective was to identify design opportunities for LG refrigerators in Mexico that satisfy consumers' desires and expectations based on their cultural behaviors.
CX & ethnographic research
Evaluating the customer experience was the core of this research. However, understanding why customers decide to select a product implies empathy to identify the reasoning behind that decision. Thanks to the collaboration with anthropologists, the team gathered data from all the stakeholders.
Insights & design opportunities
Through an ethnographic approach, the data revealed innovative design guidelines for refrigerators during all the stages of the customer experience. The outcomes were infographic models with nineteen design guidelines and five design concept categories for refrigerators.
“Los Gallos” team
Eva Gallegos, Eliot González, Jerónimo Palomares, Ariadna Rodríguez, Manuel Rosales & Stephanie Suárez.
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