Penetrating New Markets
iRobot Roomba 700 Series
The Brief: iRobot sought to achieve category captaincy in growing international market, APAC specifically, through a total redesign of their Roomba, robotic vacuum cleaner.
The Outcome: The Roomba 700 series achieved a new level of aesthetic sophistication, fit and finish, while boasting increasing power and capacity. Ethnographic research uncovered unmet needs while determining appropriate usability and features. The redesign not only helped iRobot fend off new category entrants but also allowed them to reach a new tier of pricepoint while helping this unfamiliar category reach mainstream relevance.
The Roomba 700 series quickly became the best selling vacuum cleaner in Japan.
Role: Industrial Design, UI, Usability Research
@Essential Design, 2010
