The customer as tester
 
Developing a new home appliance and successfully establishing it on the market first and foremost requires a fundamental understanding of the needs of consumers. BSH therefore conducts extensive studies globally to survey consumers on their requirements with respect to refrigerators, washing machines, etc. As a first prototype gradually develops from an initial idea, we then ask ourselves: Are we on the right track? Is a consumer using a feature exactly as we envisaged? Do we need to position a control differently for greater convenience?

In order to answer these questions, home appliance manufacturer BSH actively involves consumers in the product development process and with this in mind has set up a so-called UX lab in Munich. UX stands for user experience and describes what users of products, services and business models expect and how they respond to use.

BSH's UX lab is the workplace of product developers, marketing experts and psychologists. They monitor and survey consumers while they use BSH products. But it's not just about a direct exchange. Modern methods are also used in order to understand what consumers want. For example, eye-tracking glasses can be worn by the testers to register where the user's glance moves initially, what he or she pays particular attention to or also ignores. This is important when it comes to developing an attractive product design or the right packaging. Also in terms of how consumers navigate through the Home Connect app, this gaze tracking software provides answers that can be taken into account in the enhanced development of the app.

All results are incorporated in the development of a new BSH home appliance in order to ultimately offer the consumer a product that is user friendly and visually appealing and enriches the consumer's everyday life.
 
 UX-lab

In the UX lab, BSH researches consumer behavior to determine how products should be designed so that using them is perceived as a positive experience.


With the eye-tracking glasses, it’s possible to register where the user's glance moves initially, what he or she pays particular attention to or also ignores.