A new smart era for Electrolux floor care

I had always wanted to be part of a project that brought me closer to the tech innovation side of Electrolux, so receiving this challenge felt like a real gift. I took on a leadership role, managing key processes, aligning cross-functional teams, and coordinating weekly meetings with the supplier to ensure progress and clarity across all fronts. This experience allowed me to connect deeply with the development side of the product, while also strengthening my skills in project coordination, communication, and decision-making within a fast-paced, innovation-driven environment.

As Lead Designer, I was responsible for the entire industrial design scope of the project — from early research and benchmarking to design detailing, CMF definition, graphic application, interface components, and production support.

I led the creative direction and product decisions, while collaborating with other designers across disciplines such as Interaction Design, UI, Product Interface, Packaging, and Visual Communication. My role required not only technical design execution, but also strategic alignment with Electrolux team and the LATAM market needs.

What initially seemed like a straightforward adaptation quickly evolved into a complex, multi-layered design problem. Some of the key challenges we faced included:

• Introducing a global Electrolux texture never used in LATAM before, and adapting it to regional expectations and cost constraints.
• Refining product detailing, such as label positioning, glossy and texture elements, and button usability, while preserving visual consistency with the existing Electrolux global robot lineup.
• Redesigning physical interaction and feedback to bring a step forward in UX, without breaking familiarity for returning users.
• Integrating a new smart platform (TUYA) and adapting our interface and connected experience to its limitations and frameworks.
• Navigating cost reduction opportunities, including simplification of mechanical parts, interface PCB standardization, and elimination of unnecessary complexity.

Robot vacuums are still relatively new to the Brazilian market, but they have quickly become popular, especially in smaller homes and apartments where convenience and automation are highly valued. Today, brands like Samsung, Xiaomi, Mondial, and even Kabum, an online retailer with no prior experience in the category have managed to gain traction. Kabum, in particular, stood out by offering affordable models that appealed to tech-savvy users looking to explore robotic cleaning without a high upfront cost. This revealed a clear consumer preference: accessibility and perceived value often outweigh brand legacy. Through user and market research, we identified several recurring patterns and key design opportunities. Most competing products were available only in black or white, often with high-gloss, piano-black finishes. These choices negatively impacted durability and made dust, fingerprints, and scratches highly visible over time.

Another critical issue was the limited availability of accessories and consumables, such as replacement filters and brushes. This was frequently mentioned by consumers and proved to be an important factor in long-term product satisfaction.

These insights directly influenced the strategy, positioning, and design direction of the product.

Adapting the Electrolux design language to this new ecosystem was a valuable challenge. Over several months, our team collaborated closely across design, development, and engineering, diving into deep exploration, coding, and interface design to ensure a seamless and branded user experience within the new app environment. This effort not only elevated the product's intelligence and navigation capabilities, but also expanded the connected experience for users in the region making the product smarter, more precise, and easier to control from anywhere.

This project marked a significant milestone for the LATAM portfolio — our first LIDAR-equipped robotic vacuum, fully connected through the TUYA smart platform.

This project was only possible through close alignment and collaboration, both within the design team and with cross-functional partners.

On the design side, I worked with a team of specialized designers:

A CMF designer supporting the material and color development,

An Interaction Designer focused on user flows and behaviors,

A Product IXD designer responsible for physical feedback,

A Visual Communication designer working on packaging and manuals,

And a Graphic Designer supporting layout and labeling.

Outside the design team, we were fully supported by internal and external engineering, marketing, suppliers, and our partner developing the TUYA platform integration. Always focused on a shared goal: creating a product that was smarter, more beautiful, and more aligned with users' daily lives — without losing sight of feasibility, cost, and brand consistency.