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
