DESIGN CONCEPTUALISATION - PROJECT MANAGEMENT - MASS MANUFACTURE

SxS Refrigeration
- Redefining an ODM Platform

Released in 2015 as part of a major APAC refrigeration update, this project transformed an ODM platform into a distinct, high-quality offering. While initially planned as a quick refresh, nearly every component was redesigned, reengineered, and retested.

A key challenge was balancing cost efficiency with brand differentiation for Westinghouse and Electrolux models. To achieve this, I successfully advocated for unique exterior door designs—maximizing visual impact while maintaining a shared platform.

This project showcased how strategic design can elevate an ODM product into a premium, multi-brand solution.

What was involved

- Concept generation

- Consumer testing and market research

- Project management for Design function

- Liaising with multiple R&D organisation

- Business travel and engineering development in Hefei China

What was achieved

- Successful execution of project timing, aligned with sell out and production stop of previous internal production platform

- Demonstrated how strategic design can elevate an ODM product, proving that cost-effective solutions can still deliver strong brand differentiation

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Westinghouse Kitchen Range

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Project Fusion