ESBJÖRN SVANTESSON
Industrial Designer Esbjörn Svantesson tells us how the Electrolux design language played a big part in the development of the sleek and stylish UltraOne Vacuum Cleaner.
High noise levels is perceived as one of the top sensory problems with vacuuming. Low volume, non irritating pitch is a premium feature in vacuum cleaners.
Industrial Design: The Big Picture
"I like to look at the big picture," says Svantesson. "In my line of work we have to look at marketing, brand development and sales, and apply them to overall issues of form, usability, ergonomics and engineering". "I WANT OUR PRODUCTS TO GENERATE A LOT OF EMOTION AND DESIRE. I WANT THEM TO HAVE A PREMIUM FEEL."
UltraOne, the latest vacuum cleaner from Electrolux, is one example. Consumer insight involving thousands of encounters, both face-to-face and via the Internet, helped Electrolux pinpoint key consumer needs. These included top performance and dust pick-up, silence and great design. "This insight is invaluable and helped to inform some of the major design features of the UltraOne", he continues. "The large exhaust area for example helps to diffuse the air, which in turn reduces noise. The large wheels on the sides are soft, which makes them quiet and gives UltraOne a high performing look. And there's even a bumper on the nozzle, which further supports the silent concept."
"It's great when the research confirms your own thoughts and beliefs" Svantesson says with a smile, "I'm not a fan of noisy vacuum cleaners".
“So through our product design we can show we understand that you and your family don’t really like the sound of vacuuming,” says Svantesson. “The bumper also shows we are thinking about your furniture.”
Noise is one of the top perceived sensory problems, while silence, or good sound, is a code for high-end, good quality products.
An Uncluttered Look
The way any appliance feels to the touch is very important, but since UltraOne is not a stationary appliance, manoeuvrability is also key. “The handle is placed on the top so it’s easy to grab, and we used soft material for the grip,” he says. “The spinning front wheel also makes it very easy to manoeuvre.”
Scandinavian and sleek are core design values for Electrolux. One way they are expressed in the design for UltraOne is the decision to give the tube an uncluttered look. The design team created a completely new combination nozzle with a three-functions-in-one tool. “That made the tool small enough that it could be stored on board the canister. This reduced visual clutter while keeping the tools close at hand,” Svantesson explains. “After all, I've never seen the point of having a machine who's job it is to clear up a mess, look messy itself."
UltraOne was also given a soft basic shape with crisp lines, concave side areas that create interesting reflections, and a pattern of scaled circles on the exhaust area. “Together, these elements give it a dynamic feel and show that it's a high-performing cleaner” he says.
Attention to Detail
To make the right fist impression from across the room, creating a premium feel to a product means paying a lot of attention to detail. “The small, delicate lines on the 3-in-1 latch reinforce that impression close up,” he points out. “We also introduced trim details, like the wing on the side, which give it character". He adds, "personally i think they look kind of like eyebrows, but maybe that's just my sense of humour.”
“Overall, the way it’s designed adds to the premium experience,” he concludes, adding, “When you look at it all together – sound level, wheels, nozzle, tools, performance, materials, shape, colour, etc – it adds up to the best vacuum cleaner we’ve ever made.”
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