Service offerings

  • Enhanced ethnography
  • Experience innovation workshop
  • Iterative prototyping
  • Concept optimization
  • Product design


LG was seeking to gain share in the refrigerator category with a next generation 3-door offering that would surface and address unrecognized needs. Solutions involved features and functionality that would be intuitive to use and highly visible on showroom floors.


Design thinking tools engaged target consumers with our design innovators and the client team to uncover fresh insights and inspire real-time preliminary sketched concepts. Our methodology included in-home observation and ideation, iterative concept generation sessions and interactive concept refinement.


“The stuff I need always migrates to the back of the fridge…lost or forgotten.”

“My kids just stand there with the door open letting all the cold air out.”

“I hate having to hunt for those everyday, go-to items.”

“I’d like my kids to know what’s off limits and what’s up for grabs.”


This work provided LG with several in-market innovations including Door-in-DoorTM feature, the Blast-ChillerTM Beverage Cooler, Tall Ice & Water Dispensing Bay, and LED Showcase Lighting, among several others.

Headquarters11 West 42nd Street
Penthouse Floors 31/32
New York, NY 10036
212 329-3030

Boston, MA
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