Candy New Era
Early UX research and interaction exploration for Candy's 2027 washing-machine range. I supported the definition of a new visual brand language through competitor analysis, user insights and product concepts.
Problem
Candy was defining the visual brand language for its 2027 washing-machine range. The goal went beyond refreshing the product's appearance. Candy wanted to communicate a more contemporary and technologically credible identity across the whole customer journey, from the first impression in store to repeated use at home.
The category has two realities to balance. In physical retail, washing machines are often assessed while switched off, so controls, displays and material cues strongly influence perceived quality and value. At home, users need an appliance that copes with varied fabrics and everyday situations and helps them balance speed, energy use, cleaning performance and garment care.
The challenge was to find opportunities for a more differentiated Candy experience without adding complexity to an already technical product category.
Execution
I supported the early strategy phase with competitive research, qualitative-insight synthesis and interaction exploration.
I benchmarked smart functions, programme structures, control architectures, knob types, displays and feature communication across the market. I also reviewed competitor material presented at IFA 2024 to spot emerging directions in product interaction and positioning.
I framed the competitor benchmark through two lenses:
- Retail: how products communicate technology, value and brand positioning at the point of sale.
- Everyday: how programme architecture, controls and smart features support users after purchase.
To understand how portfolios create perceived value, I mapped feature ladders for two comparable competitor brands. The analysis showed how functionality, interface technology and smart features change across price tiers, and it helped the team identify patterns in range differentiation.
With two interaction designers, I analysed the interface architecture of ten competitor brands across their product ranges. We mapped display technologies (LCD, LED and TFT) alongside electromechanical and electronic knobs, physical buttons and soft-touch controls. This gave us a shared overview of the technical and interaction patterns in the category.
In parallel, I synthesised a 150-page Ipsos report based on home visits with users in Italy and the UK. I organized the findings in a structured framework that separated Italy-specific behaviours, UK-specific behaviours and cross-market needs.
Three themes kept recurring:
- Users wanted lower energy consumption and shorter cycles
- They wanted reliable care for delicate garments and baby clothes
- They often lacked confidence navigating the growing number of washing programmes
These insights gave the team a clearer basis for prioritising future product and interaction directions.
Solution
I combined user needs with market evidence to explore early feature and interaction concepts for the new range.
One direction tackled a recurring usability issue. Programme selectors often mix overlapping categories: quick cycles, fabric-specific programmes, activity-based options and technical settings. Users have to understand the machine's logic before they can express their own laundry need.
I reframed programme selection around variables users can understand and judge more naturally:
- Fabric type (and delicacy).
- Level of soiling, and the resulting trade-off between speed and cleaning intensity.
On that model I explored a concept where users pick the fabric type and soil level, then use a slider to choose between a faster cycle and a longer one, which naturally comes with higher energy efficiency.
Recently worn sportswear could prioritise speed, for example, while a full load of everyday garments could prioritise efficiency. Instead of setting temperature, duration and spin speed by hand, users make one meaningful decision and the product manages the technical parameters behind it.
The concept turned a fragmented programme architecture into one interaction principle: personalise the wash around the outcome you need, not the settings you need to understand.
Results
My internship ended at that point, before the later product-development stages. The project went on to become Candy MyWash 900, which received recognition from the iF Design Awards→ and Red Dot Design Award→ programmes in 2026 and was nominated for the UX Design Awards→ in the Product category.
I wasn't involved in the final screen interface, physical controls or menu flows. My contribution was the early research and concept phase, which helped inform the product direction before later development.