Turning user insights and people-driven design into market success
Due to the market for vacuum cleaners aimed at professional tradesmen being overfloated with cheap, but comparable vacuum cleaners, Nilfisk’s market share was declining from an already small part to an even smaller spot. Nilfisk asked us to help them design a new Aero vacuum cleaner series superior to the competitors within the same price range. We studied how vacuum cleaners intended for the market segment worked, we interviewed, observed and followed people - future users like carpenters, bricklayers and painters a.o. in their daily job - to understand how a new Aero should support them, how new features or details would matter and make a difference to them. We then added our vast expertise in design craftmanship and combined the findings into the shape of the new Aero product family. Since its launch in 2014, the design award-winning Aero family has exceeded all expectations. Rapid and constantly growing sales, reaching the goals in half the time, breaking Nilfisk records and becoming the bestselling vacuum cleaner in the History of the company, with a turnover surpassing the 100.000.000 € mark in a record time.
“The success of our new Aero vacuum cleaners can be seen from the sales figures: Our sales goals for 4 years were reached within 2 years.”
Since Nilfisk’s establishment in Copenhagen in 1906, the brand has grown into a strong international shareholder in cleaning equipment. In 2012, driven by the vision of developing a new generation of vacuum cleaners for the workplace, Nilfisk sought a partner who could help them to move from a market driven approach towards people driven innovation.
Design-People’s implementation of user experience insights into the new products’ design was expected to further market expansion and reinforce the Nilfisk brand’s market position as an innovative manufacturer.
"Conducting such in-depth real life user studies supplied us with a breadth of remarkable insights – and findings that surprised Nilfisk."
To create AERO, the first generation of industrial vacuum cleaners that hit the international market, Design-People’s user research team interviewed and observed construction workers in three countries to discover what might improve their daily routines.
Our design team translated the prioritized user concerns into AERO’s innovative features. For example, upon learning that construction workers carry vacuum cleaners with one hand. On scaffolds, we designed a rubber strap that lets the users attach hoses on the fly, making their work safer and easier. A new handle inside the waste bucket – made emptying it far easier and more safe too. Ultimately, Design-People’s user-driven innovation coupled with an appealing “heavy duty design” created a winning experience.
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