Waterful Life!
Waterful Life!
Waterful Life!
Waterful Life!
2022
Client. LG electronics
2022
Client. LG electronics
2022
Client. LG electronics
Strategic Design
Service Design
UX Design
Strategic Design
Service Design
UX Design
Strategic Design
Service Design
UX Design
Sangeun Park
Nayoung Kim
Heeyoun Ahn
Kayoun Kim
Seunghun Lee
Sangeun Park
Nayoung Kim
Heeyoun Ahn
Kayoun Kim
Seunghun Lee
Sangeun Park
Nayoung Kim
Heeyoun Ahn
Kayoun Kim
Seunghun Lee
OVERVIEW
OVERVIEW
OVERVIEW
Subscription-based Water Purifier Service
Subscription-based Water Purifier Service
The strategic design project undertaken by LG Electronics' water purifier division in 2022 aimed to prepare for the next generation, considering the four-year lifecycle of home appliances. Over the years, LG water purifiers have continuously innovated through various form factors and technological advancements. This time, they faced the challenge of identifying new "Wow points" for the generational transition.
In response, Manifesto Design Lab proposed a 'Subscription-based Water Purifier' aligned with the nano universal trend, following extensive trend research. By extending the hardware industry limits of existing LG water purifiers into the software industry, they discovered a new paradigm in business models. This not only addresses various pain points of conventional rental water purifiers but also anticipates satisfaction for both consumers and providers.
The strategic design project undertaken by LG Electronics' water purifier division in 2022 aimed to prepare for the next generation, considering the four-year lifecycle of home appliances. Over the years, LG water purifiers have continuously innovated through various form factors and technological advancements. This time, they faced the challenge of identifying new "Wow points" for the generational transition.
In response, Manifesto Design Lab proposed a 'Subscription-based Water Purifier' aligned with the nano universal trend, following extensive trend research. By extending the hardware industry limits of existing LG water purifiers into the software industry, they discovered a new paradigm in business models. This not only addresses various pain points of conventional rental water purifiers but also anticipates satisfaction for both consumers and providers.
The strategic design project undertaken by LG Electronics' water purifier division in 2022 aimed to prepare for the next generation, considering the four-year lifecycle of home appliances. Over the years, LG water purifiers have continuously innovated through various form factors and technological advancements. This time, they faced the challenge of identifying new "Wow points" for the generational transition.
In response, Manifesto Design Lab proposed a 'Subscription-based Water Purifier' aligned with the nano universal trend, following extensive trend research. By extending the hardware industry limits of existing LG water purifiers into the software industry, they discovered a new paradigm in business models. This not only addresses various pain points of conventional rental water purifiers but also anticipates satisfaction for both consumers and providers.
The strategic design project undertaken by LG Electronics' water purifier division in 2022 aimed to prepare for the next generation, considering the four-year lifecycle of home appliances. Over the years, LG water purifiers have continuously innovated through various form factors and technological advancements. This time, they faced the challenge of identifying new "Wow points" for the generational transition.
In response, Manifesto Design Lab proposed a 'Subscription-based Water Purifier' aligned with the nano universal trend, following extensive trend research. By extending the hardware industry limits of existing LG water purifiers into the software industry, they discovered a new paradigm in business models. This not only addresses various pain points of conventional rental water purifiers but also anticipates satisfaction for both consumers and providers.
PROJECT
BACKGROUND
PROJECT
BACKGROUND
PROJECT
BACKGROUND
(1)
(1)
THE NEW GENERATION OF LG WATER PURIFIERS
THE NEW GENERATION OF LG WATER PURIFIERS
The project undertaken in 2022 is a strategic/Service design project by LG Electronics' water purifier division, preparing for the next generation in light of the four-year lifecycle of residential appliances. Over the years, LG water purifiers have revolutionized the paradigm through various form factors and technological advancements. Consequently, the client faced the challenge of once again identifying potential "Wow points" to create for the upcoming generational transition.
The project undertaken in 2022 is a strategic/Service design project by LG Electronics' water purifier division, preparing for the next generation in light of the four-year lifecycle of residential appliances. Over the years, LG water purifiers have revolutionized the paradigm through various form factors and technological advancements. Consequently, the client faced the challenge of once again identifying potential "Wow points" to create for the upcoming generational transition.
USER IN-DEPTH
INTERVIEW
USER IN-DEPTH
INTERVIEW
USER IN-DEPTH
INTERVIEW
USER IN-DEPTH
INTERVIEW
(2)
(2)
LG CUSTOMER INTERVIEW
LG CUSTOMER INTERVIEW
To thoroughly identify the issues and pain points of current LG water purifiers, as well as the needs of customers, we conducted in-depth interviews with the LG Electronics customer evaluation panel. These interviews included not only users currently utilizing water purifiers but also potential users who may use water purifiers in the future, allowing us to identify potential new user groups for the product.
To thoroughly identify the issues and pain points of current LG water purifiers, as well as the needs of customers, we conducted in-depth interviews with the LG Electronics customer evaluation panel. These interviews included not only users currently utilizing water purifiers but also potential users who may use water purifiers in the future, allowing us to identify potential new user groups for the product.
key question
key question
01
01
RENTAL
RENTAL
RENTAL
RENTAL
02
02
INSTALLATION
INSTA-
LLATION
INSTA-
LLATION
INSTALLATION
03
03
MAINTENANCE
MAIN-
TENANCE
MAIN-
TENANCE
MAINTENANCE
Pain points
Pain points
Potential users
Potential users
Potential users
# Price
# Price
# Price
Water purifiers face a significant price barrier compared to bottled water.
Water purifiers face a significant price barrier compared to bottled water.
Water purifiers face a significant price barrier compared to bottled water.
# A lack of
purchasing motivation
# A lack of
purchasing motivation
# A lack of
purchasing motivation
Outside life cycle changes (moving, marriage, parenting), there is a lack of purchasing motivation.
Outside life cycle changes (moving, marriage, parenting), there is a lack of purchasing motivation.
Outside life cycle changes (moving, marriage, parenting), there is a lack of purchasing motivation.
Current users
Current users
Current users
# Limited management services
# Limited
management services
# Limited
management services
During the rental period, a consistent management service focused on disinfection and cleaning.
During the rental period, a consistent management service focused on disinfection and cleaning.
During the rental period, a consistent management service focused on disinfection and cleaning.
# No motivation for new products
# No motivation
for new products
# No motivation
for new products
No reason to switch to new products or additional services until the end of the rental.
No reason to switch to new products or additional services until the end of the rental.
No reason to switch to new products or additional services until the end of the rental.
# Alternative brands
# Alternative brands
# Alternative brands
Departure to a lower-priced alternative brand.
Departure to a lower-priced alternative brand.
Departure to a lower-priced alternative brand.
Convenience-oriented dietary habits
Urban Agriculture Homelands
Customized home appliances
Escape from the current location
Self-manageable filter
Diverse Environment Assistive Robots
Healthy Pleasure
Personalized Solution
Seamless Collaboration of Product and Service
Compact, direct type
Home Appliances as Interior
Lifestyle appliances
Compact/Portable Home Appliances
(3)
(3)
TREND
RESEARCH
TREND
RESEARCH
TREND
RESEARCH
CONDUCTING COMPREHENSIVE RESEARCH
CONDUCTING COMPREHENSIVE RESEARCH
CONDUCTING COMPREHENSIVE RESEARCH
on the macro-level environment surrounding water purifiers
on the macro-level environment surrounding water purifiers
01
01
01
2022 South Korea Trends
2022 South Korea Trends
2022 South Korea Trends
Home Appliance Trends
Home
Appliance
Trends
Home
Appliance
Trends
Home Appliance Trends
Home Appliance Trends
Post-COVID,
Smart City Trends
Home Appliance Trends
Post-COVID,
Smart City Trends
Home Appliance Trends
Post-COVID,
Smart City Trends
Home Appliance Trends
Post-COVID,
Smart City Trends
Life Style
Trends
Life Style
Trends
Life Style
Trends
Life Style
Trends
Activities Inside the House,
Lifestyle After COVID-19
Activities Inside the House,
Lifestyle After COVID-19
Activities Inside the House,
Lifestyle After COVID-19
Activities Inside the House,
Lifestyle After COVID-19
Space Trends
Space Trends
Space Trends
Space Trends
Interior and Space
Utilization Trends
Post-COVID
Interior and Space
Utilization Trends
Post-COVID
Interior and Space
Utilization Trends
Post-COVID
Interior and Space
Utilization Trends
Post-COVID
Convenience-oriented dietary habits
Urban Agriculture Homelands
Customized home appliances
Escape from the current location
Self-manageable filter
Diverse Environment Assistive Robots
Healthy Pleasure
Personalized Solution
Seamless Collaboration of Product and Service
Compact, direct type
Home Appliances as Interior
Lifestyle appliances
Compact/Portable Home Appliances
Convenience-oriented dietary habits
Urban Agriculture Homelands
Customized home appliances
Escape from the current location
Self-manageable filter
Diverse Environment Assistive Robots
Healthy Pleasure
Personalized Solution
Seamless Collaboration of Product and Service
Compact, direct type
Home Appliances as Interior
Lifestyle appliances
Compact/Portable Home Appliances
Convenience-oriented dietary habits
Urban Agriculture Homelands
Customized home appliances
Escape from the current location
Self-manageable filter
Diverse Environment Assistive Robots
Healthy Pleasure
Personalized Solution
Seamless Collaboration of Product and Service
Compact, direct type
Home Appliances as Interior
Lifestyle appliances
Compact/Portable Home Appliances
Preference
Preference
Preference
Preference
Features that capture
the individual's lifestyle
Features that capture
the individual's lifestyle
Features that capture
the individual's lifestyle
Features that capture
the individual's lifestyle
Nanoization
Nanoization
Nanoization
Nanoization
Detailed customer needs
and selectable preferences
Detailed customer needs
and selectable preferences
Detailed customer needs
and selectable preferences
Detailed customer needs
and selectable preferences
Customized home appliances
Customized
home appliances
Customized
home appliances
Customized home appliances
From the smallest size
to the combined size
From the smallest size
to the combined size
From the smallest size
to the combined size
From the smallest size
to the combined size
KEY INSIGHT
KEY INSIGHT
KEY INSIGHT
Various options for consumers
to directly choose/combine
form factors, and services that can
meet the needs of all segments
Various options for
consumers to directly choose/combine form factors, and services that can meet the needs of all segments
Various options for consumers
to directly choose/combine
form factors, and services that can
meet the needs of all segments
02
02
02
Market Research
Market Research
Market Research
The End of Ownership in the Subscription Economy:
Expansion of the Software Industry
The End of Ownership in the Subscription Economy:
Expansion of the Software Industry
In 2022, many companies attempted to expand into the content and software industries. This aimed to surpass the limitations of the hardware industry and achieve sustained revenue growth by providing more customized services tailored to individual customers.
In 2022, many companies attempted to expand into the content and software industries. This aimed to surpass the limitations of the hardware industry and achieve sustained revenue growth by providing more customized services tailored to individual customers.
Subscription Economy, and the End of Ownership
Subscription Economy, and the End of Ownership
Subscription Economy, and the End of Ownership
A subscription platform
based on hardware
A subscription platform
based on hardware
A subscription platform
based on hardware
A subscription platform
based on hardware
Content-based subscription service
Content-based subscription service
Content-based subscription service
Content-based subscription service
Consumer-tailored curation
Consumer-tailored curation
Consumer-tailored curation
Consumer-tailored curation
Subscription service for high-end products
Subscription service for high-end products
Subscription service for high-end products
Subscription service for high-end products
Securing and Generating Sustainable Revenue
through Subscription Services
Based on Direct-to-Consumer (D2C) Tailored Business
for Continuous Customer Engagement
Securing and Generating Sustainable Revenue through Subscription Services Based on Direct-to-Consumer (D2C) Tailored Business for Continuous Customer Engagement
Securing and Generating Sustainable Revenue
through Subscription Services
Based on Direct-to-Consumer (D2C) Tailored Business
for Continuous Customer Engagement
The rising Apple software revenue
The rising Apple software revenue
The rising Apple software revenue
Overcoming the limitations of the hardware industry
Overcoming the limitations of the hardware industry
Overcoming the limitations of the hardware industry
Overcoming the limitations of the hardware industry
Overcoming the limitations
of the hardware industry
through the expansion
of the software industry
Overcoming the limitations
of the hardware industry
through the expansion
of the software industry
Overcoming the limitations
of the hardware industry
through the expansion
of the software industry
(4)
(4)
HYPOTHESIS
HYPOTHESIS
HYPOTHESIS
What if a subscription service is introduced
instead of rental for water purifiers?
What if a subscription service
is introduced instead of rental for water purifiers?
What if a subscription service is introduced
instead of rental for water purifiers?
AS-IS
Hardware-centric =
“Rental”
HW
HW
CUSTOMER
Product-Centric Rental for Using
and Returning the Product
During the Agreed Rental Period
AS-IS
Hardware-centric =
“Rental”
HW
HW
CUSTOMER
Product-Centric Rental for Using
and Returning the Product
During the Agreed Rental Period
TO-BE
Service-centric =
“Subscription”
Products tailored to my lifestyle
instead of a single item
A service allowing changes
and additions anytime
TO-BE
Service-centric =
“Subscription”
Products tailored to my lifestyle
instead of a single item
A service allowing changes
and additions anytime
(5)
(5)
UX PRINCIPLE
UX PRINCIPLE
Nano
Universal
Nano
Universal
Nano
Universal
Customized appliances tailored to individual lifestyle changes through downsizing and compactification
Customized appliances tailored to individual lifestyle changes through downsizing and compactification
Customized appliances tailored to individual lifestyle changes through downsizing and compactification
Current
water purifier
Current
water purifier
Current
water purifier
One-person
household
One-person
household
One-person
household
-
-
Three to four-person
household
Three to four-person
household
Three to four-person
household
-
(6)
(6)
CORE
VALUE
CORE
VALUE
CORE
VALUE
User
User
User
No agreement
penalty
No agreement
penalty
No agreement
penalty
No agreement
penalty
Latest devices at anytime
Latest devices at anytime
Latest devices at anytime
Latest devices at anytime
Combine subscriptions
Combine subscriptions
Combine subscriptions
Combine subscriptions
Advisory-Exclosion of penalty stress
Get the latest device right away if you want
Hardware and Software Subscription Combination Package
Resilient option change reasonable
consumption a variety of linked servicesEasy accessibility
Meet a wide range of needs
Advisory-Exclosion of penalty stress
Get the latest device right away if you want
Hardware and Software Subscription Combination Package
Resilient option change reasonable
consumption a variety of linked servicesEasy accessibility
Meet a wide range of needs
Advisory-Exclosion of penalty stress
Get the latest device right away if you want
Hardware and Software Subscription Combination Package
Resilient option change reasonable
consumption a variety of linked servicesEasy accessibility
Meet a wide range of needs
Advisory-Exclosion of penalty stress
Get the latest device right away if you want
Hardware and Software Subscription Combination Package
Resilient option change reasonable
consumption a variety of linked servicesEasy accessibility
Meet a wide range of needs
LG
LG
LG
Planned production
Planned production
Planned production
Planned production
A high return on purchases
A high return
on purchases
A high return
on purchases
A high return on purchases
Lock-in
Lock-in
Lock-in
Lock-in
Forecastable Revenue Growth
> Troubleshooting Inventory a high return on purchasesExpect customer lock-in effect
Used Resell Market Potential
New market opening possibilities
Extend a range of linked services
Get meaningful data increased financial flexibility
Forecastable Revenue Growth
> Troubleshooting Inventory a high return on purchasesExpect customer lock-in effect
Used Resell Market Potential
New market opening possibilities
Extend a range of linked services
Get meaningful data increased financial flexibility
Forecastable Revenue Growth
> Troubleshooting Inventory a high return on purchasesExpect customer lock-in effect
Used Resell Market Potential
New market opening possibilities
Extend a range of linked services
Get meaningful data increased financial flexibility
Forecastable Revenue Growth
> Troubleshooting Inventory a high return on purchasesExpect customer lock-in effect
Used Resell Market Potential
New market opening possibilities
Extend a range of linked services
Get meaningful data increased financial flexibility
Subscription services lower customer hurdles
and lock customers in with lifestyle-appropriate nano-services
Subscription services lower customer hurdles
and lock customers in with lifestyle-appropriate nano-services
Subscription services lower customer hurdles
and lock customers in with lifestyle-appropriate nano-services
Subscription services lower customer hurdles
and lock customers in with lifestyle-appropriate nano-services
(7)
(7)
PERSONA
SETTING
PERSONA
SETTING
PERSONA
SETTING
SEGMENT/
PERSONA
SEGMENT/
PERSONA
SEGMENT/
PERSONA
Single-person
households
Single-person
households
Single-person
households
Two-people
households
Two-people
households
Two-people
households
3 to 4 people
households
3 to 4 people
households
3 to 4 people
households
Senior
households
Senior
households
Senior
households
To details and journey map of each segments
To details and journey map
of each segments
To details and journey map of each segments
(8)
(8)
SERVICE
STRUCTURE
SERVICE
STRUCTURE
OPTION 01
OPTION 01
OPTION 01
D.I.Y Subscription
D.I.Y Subscription
D.I.Y Subscription
OPTION 02
OPTION 02
OPTION 02
Plan Subscription
Plan Subscription
Plan Subscription
OPTION 01
OPTION 01
OPTION 01
D.I.Y Subscription
D.I.Y Subscription
D.I.Y Subscription
Feel free to design and subscribe to the smartest,
most suitable plan in the world at Waterful Life!
Feel free to design and subscribe to the smartest, most suitable plan in the world at Waterful Life!
Feel free to design and subscribe to the smartest,
most suitable plan in the world at Waterful Life!
OPTION 02
OPTION 02
OPTION 02
Plan Subscription
Plan Subscription
Plan Subscription
Waterful life has set up a custom plan for you
so that you can make your choice without complicated worries!
Waterful life has set up a custom plan for you
so that you can make your choice without complicated worries!
Waterful life has set up a custom plan for you
so that you can make your choice without complicated worries!
ONLINE SERVICE APPLICATION
PROTOTYPE
This project focused on designing the service experience and did not include creating a detailed service application UI prototype within its scope. However, to facilitate the final delivery of the service structure, we created simple prototypes. We developed example prototypes for two application methods: one through LG Electronics' existing IoT application, ThinkQ, and another using a web-based application process.
This project focused on designing the service experience and did not include creating a detailed service application UI prototype within its scope. However, to facilitate the final delivery of the service structure, we created simple prototypes. We developed example prototypes for two application methods: one through LG Electronics' existing IoT application, ThinkQ, and another using a web-based application process.
This project focused on designing the service experience and did not include creating a detailed service application UI prototype within its scope. However, to facilitate the final delivery of the service structure, we created simple prototypes. We developed example prototypes for two application methods: one through LG Electronics' existing IoT application, ThinkQ, and another using a web-based application process.
