Leading the global UX organization behind Electrolux's digital and physical products

I was Electrolux's senior-most executive focused exclusively on user experience and digital–physical interfaces. Teams reporting through my organization worked across embedded displays, physical controls, mobile applications, connected-product experiences, interaction design, UI sound, and other appliance touchpoints.

The products shown here were collaborative Electrolux efforts. I did not personally design every interface. My contribution was organizational and executive leadership: building and leading the UX capability whose teams were directly responsible for the relevant experience work.

Teams reporting to me led or contributed the physical and digital user experiences within these Red Dot-recognized products. Red Dot generally recognized the complete product design, not the UI as a separate award category.

The Electrolux mobile experience connected consumers to kitchen, laundry, and wellbeing products. It extended the relationship beyond the control panel through onboarding, appliance status, remote control, notifications, guidance, troubleshooting, support, and product care.

This shared mobile layer also helped teams design the complete experience around a product: what happens before first use, during a cycle or cooking session, when attention is required, and when the consumer needs guidance or care.

The progression was not a replacement of physical interaction by screens. It was an expansion of the experience: preserving immediate, legible appliance controls while adding embedded intelligence, connected services, guidance, and continuity across devices.

By the later AEG Kitchen Range, SHAPE supplied a shared system for coordinating high-resolution displays and physical interfaces. Most earlier products on this page predated SHAPE or were not created with it; their inclusion shows the breadth of product experience that the organization had to support.

• Built and led a global UX remit spanning appliance interfaces, mobile products, connected services, interaction design, and sound.
• Enabled specialist teams to contribute across Electrolux, AEG, and Frigidaire product portfolios and multiple product areas.
• Connected direct product work with longer-term system investments, including the later SHAPE-enabled AEG Kitchen Range.
• Established a progression from isolated product controls toward coordinated digital–physical ecosystems.
• Contributed meaningful UI and UX work within nine products or product families recognized through Red Dot Product Design awards.

The award markers on this page identify recognition of the complete products. They do not claim that Red Dot separately awarded the UI, or that I personally designed the products shown.