Design Thinking Applied to Household Products: The Case of the Dyson Airwrap
Introduction
The functionality of household goods and services has been necessary in daily life, but
little has challenged the establishment of their categories through customer-focused innovation.
According to Brown (2009), design thinking affects how products and services change through the
user's needs by solving problems creatively. This paper investigates the functionalities of Dyson
Airwrap, an innovative hair-styling tool that differentiates itself from competitors, investigating
how customers use it in new and innovative ways.
Functionalities of the Dyson Airwrap
Dyson Airwrap is a multi-functional styling tool. It curls, waves, straightens, or dries hair
using its latest technology without extreme heat. Its most distinctive aspect is the Coanda effect, a
physical phenomenon exploited for shaping hair by airflow rather than directly heating (Dyson,
n.d.). This technology reduces hair damage, one of the most frequent complaints about
conventional styling tools. Other features include replaceable attachments for the different types
of hairdos and an advanced temperature control system that keeps the hair temperature below
150°C, hence protecting the hair's health. According to Liedtka, Ogilvie, and Bennett (2013), good
design comes from the ability of a company to address customer pain. However, in this instance,
Dyson solves the problem of heat damage with styling tools but gives the results of a salon.
Differentiation from Competitors
Dyson Airwrap's key difference from existing products in the market is its engineering
accuracy and customer orientation. Conventional hair styling products like curling tongs or
straighteners normally use very high temperatures, which, when used for long periods, can
severely damage hair. On the other hand, the Dyson Airwrap styles hair through airflow and is a
healthier option for the customer even though it operates at the same level (Brown, 2009).
Another benefit, however, is an added advantage of this tool: it is quite flexible. The design
of almost all these styling appliances is such that they do just one task, curling or styling. Thus,
the Dyson Airwrap brings all those together in one appliance. This concept of 'multi-functionality
with minimal compromise' goes in harmony with what Liedtka and Ogilvie (2011) referred to as
design thinking, where problems are tackled as holistically as possible and not by a piecemeal
approach.
Lastly, the product positioning makes it look high-end, and a branding technique is
employed here. According to Kelley (2013), innovative products appeal to emotion in that there is
handling, fit, function, and feeling. With its stylish look and effortlessly navigable controls, Dyson
is not just a styling tool but a status symbol which is something empowering.
Customer Interaction with the Dyson Airwrap
The user experience of Dyson Airwrap is smooth and intuitive, which resonates with some
design thinking principles, such as empathy and prototyping (Liedtka, Salzman, Azer, 2017). Its
consumers get a hands-on feel of the product through the user-friendly attachment system that
negates some of the complexities one might find on many multi-use devices.
Intuitive Design and Customization
The Airwrap's modular design allows for easy flipping/switching of attachments without
fuss and caters to all manner of styling variations. For instance, the curling barrels are designed to
rotate in opposite directions, catering to both left and right-handed users. This resonates with
Kelley's (2013) focus on creating tools that are inclusive and usable by all.
Experimentation and Learning
Airwrap allows for experimentation, as users can do so with the freedom to try anything
out without risking their hairstyle. According to Liedtka et al. (2017), by prompting users to
evaluate products in an iterative, controlled setting, relationships with the brand can deepen. Dyson
achieves this by enabling Airwrap to produce a reproducible output irrespective of the level of user
experience.
Digital and Physical Ecosystem
Dyson enhances customer experience through digital touchpoints such as online tutorials
and personalized tips. Liedtka and Ogilvie (2011) say that adding an ecosystem to a product creates
value. The combination of education and fashion tips empowers the customer with a position of
authority, elevating a commodity into a lifestyle experience.
Customer Experience Innovation
What puts the Dyson Airwrap in a different category is how it takes something mundane
and makes it a fun, pampering experience. According to Brown (2009), products with emotional
attachments are successful at generating long-term customer loyalty. The Airwrap provides a
sensory experience: from noise-attenuating motor to ergonomic design, these discreet design
elements embody Dyson's approach to consistently wowing customers at every stage of the
experience.
In developing the product, Dyson conducted extensive ethnographic research, one of the
features of design thinking (Liedtka, Salzman, Azer, 2017). The company had, through
observations of the problems that users encounter with the standard styling tools, identified unmet
needs: not being able to achieve the salon-style effect at home and risking damage to hair. That
user-centered approach ensures Airwrap is sensitive to real-world problems and, therefore, more
relevant and appealing.
Conclusion
The Dyson Airwrap demonstrates how design thinking can change the nature of an
everyday product. Dyson develops new technologies, intuitive design, and user-oriented solutions
to offer a new concept in the hair-styling experience by tackling customer pain points. According
to Kelley (2013), design thinking changes products and how they are used by customers, loyalty,
and even emotional bonds. Through its Airwrap, Dyson shows what design thinking in product
development means.
References
Brown, T. (2009). Change by design: How design thinking creates new alternatives for business
and society. Collins Business.
Dyson. (n.d.). Dyson Airwrap styler. Retrieved from https://www.dyson.com
Kelley, T. (2013). Creative confidence: Unleashing the creative potential within us all. Crown
Business.
Liedtka, J., & Ogilvie, T. (2011). Designing for growth: A design thinking tool kit for managers.
Columbia University Press.
Liedtka, J., King, A., & Bennett, K. (2013). Solving problems with design thinking: Ten stories of
what works. Columbia Business School Publishing.
Liedtka, J., Salzman, R., & Azer, D. (2017). Design thinking for the greater good: Innovation in
the social sector. Columbia University Press.
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