Samsung AddWash Washing Machine Awarded ‘Design of the Year’ at President’s Design Award 2016 in Singapore



Samsung AddWash Washing Machine Awarded ‘Design of the Year’ at President’s Design Award 2016 in Singapore



Singapore, 9 December, 2016 – Samsung Electronics was honoured with the President’s Design Award (PDA) for the design of the Samsung AddWash washing machine at a ceremony held on 9 December at the Istana in Singapore. Recognised for their design excellence and creative innovation, Samsung was one of the recipients of the prestigious “Design of the Year” category. 

The President’s Design Award is Singapore’s highest honour accorded to designers and designs across all design disciplines with a total of 39 Designers of the Year and 99 Designs of the Year having been conferred the award since it launched in 2006. 

The AddWash feature, from which the Samsung AddWash washing machine derives its name, features the world’s first distinctive access door on front load washing machines. It allows consumers to add any item during a wash cycle without opening the main door. According to the jury citation, this innovation is “a result of deep consumer insights, ease-of-use ergonomics and design for assembly and manufacturability”.
“This is a great testament to our Product Innovation team because it demonstrates the importance of smart design and how consumer insights can lead to innovative touches, to make consumers’ lives easier. They are now able to do their daily chores efficiently, and spend more time with their loved ones. We will continue to invest in understanding our consumers and creating products which enhance their daily lives,” said Irene Ng, Vice-President, Corporate Marketing, Samsung Electronics (Southeast Asia & Oceania).

For the jury citation, please refer to Appendix A.  

 

APPENDIX A
Jury Citation
AddWash is an innovative feature on a range of Samsung front load washing machines. It enables users to add articles mid-cycle via a secondary door within the main one, an advantage that until now was limited to top load washers.

Based on a seemingly simple insight gleaned from their customer research, the design team from Samsung Consumer Insight Group successfully exploited a common customer pain-point that has long been overlooked. The result is a product feature that has effectively engendered a new category in washing machines. This has the potential to sway buyers towards front load washers that have the added advantage of using less water while providing a superior wash quality. From a commercial perspective, the outcome of this design innovation will result in better margins for Samsung, proving the tried and tested adage that good design is good business.

This is an exemplary case where insights generated from the observation of Southeast Asian habits are used to create innovations that have global application and commercial relevance.


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