With GOOD DESIGN going straight into celebrating 75 years of exceptional and out-of-the-ordinary designs, I thought that it was about time to feature a brand that’s so massively known that even my mother and father would recognize – and own! Just a glance around my home, and I knew exactly where to look…

From refrigerators, ovens, and cookers to washing machines and air conditioners, Electrolux has been meted several GOOD DESIGN awards for its products. The global leader in home and professional-use appliances has been awarded not only for the excellent aesthetics, innovation, and function of their product designs but most importantly for the deep consumer insight of the brand. 

Looking deeper into the faces of Electrolux… who could lead a global team of about 200 multi-talented designers across seven locations worldwide better than a brilliant and bold woman! In our case, that’s Swedish-born designer Pernilla Johansson.

Luckily enough, I got in touch and met with – well, whatever that means in COVID-times – Pernilla Johansson, Chief Design Officer at Electrolux Group – a company that sells more than 60 million products to customers in more than 150 markets YEARLY!

With a Master’s Degree in Industrial Design from the Department of Arts and Crafts at the University of Gothenburg in Sweden, extensive experience in the market and leadership, Pernilla has been leading the function of Design at Electrolux since 2018.

“Within the Design Team, we believe that our primary role in supporting these sustainability goals is to use human-centric design to make sustainable behavior the preferred choice. We are thinking about sustainable behavior from the moment an idea is conceived.”

Elizabeth Soufli: So many GOOD DESIGN awards for Electrolux… In your opinion, what are the qualities of a “GOOD DESIGN”? 

Pernilla Johansson: Design, when practiced well, brings value. This can be for people, business, and society. GOOD DESIGN considers all three of these dimensions – intentionally. What is the difference between design and good design? It is this. Design is the act of intentional change, but GOOD DESIGN is successful in achieving that change.

An example of GOOD DESIGN is Quickselect. It is the User Interface on Electrolux dishwashers, where the eco-program is set as default. The user clearly understands that the program, despite taking four hours, is the most sustainable way to wash the dishes. I love how the door automatically opens as part of the program to ensure the most natural way to dry glassware at the end of the cycle. Quickselect is a notable example of GOOD DESIGN because it adheres to the Scandinavian design principles of simplicity and usability. It also makes users feel more informed. Who does not love a product that makes us feel smarter?

E.S: You are a designer yourself. Where do you find inspiration? What boosts your creativity?

P.J: I get excited when I see signs of change — those shifting signals that indicate what is to come. There is this natural, critical eye through which designers look at the world. It allows us to see opportunities everywhere because everything can be improved. It is about always aspiring for something better.

There is no “good enough.” Curiosity is key because you cannot just rely on your own knowledge. As designers, we need a broad knowledge base that is deep enough to utilize the in-depth expertise of other specialists. 

When life gets intense, it helps me to go for a long walk or a run. It is amazing how much clarity you can get from letting your unconscious thinking simply flow. 

E.S: There must have been a special moment when you realized “here we are, I belong here”. Do you recall it? Do you remember the time when you entered the world of design? 

P.J: Yes. It was when I was going through the rigorous “audition” process to be accepted at Design School at Gothenburg University. The odds of getting in was so low that I didn’t even plan on submitting my application. A friend challenged me, and I applied only to prove him wrong. Luckily, he won the wager. The experience was amazing, and I have never looked back. I love the non-linear, powerful approach which design offers to the world. Ironically, my career has been surprisingly linear. I believe when you get an opportunity, you need to take it. 

E.S: From your first job in Philips Design in Eindhoven till today, what has changed in the way you approach the art of designing?

P.J: Design is more than an art. It is also a science. Today, it is perhaps more science than art, and that is what has changed. Before, the pen was the main tool. Now we have more scientific tools together with the pen. Design has become multidisciplinary. 

Another thing that as changed is how we work. The days of the “sole genius” are over. Now, it is a team sport. If you cannot work with others, your ability to do good design for complex projects is limited.

The one thing that has not changed is the focus on the user and its experience, balancing desirability, viability, and feasibility. Design has always been sitting in the intersection of strategy, creativity, and craft.

At Electrolux, we just launched a framework that encompasses multiple disciplines – all critical as we shape living for the better. Our human-centric, iterative, and research-based approach – we call it the “HUMAN TOUCH” – encourages people to make sustainable behavior the preferred choice.

“Design is more than an art. It is also a science.”

E.S: You hold a very important position in the company – a company that sells more than 60 million products to customers per year globally. As the Head of Design in Electrolux Group, what are the challenges you have faced and are facing?

P.J: We have some of the most ambitious sustainability goals in the industry. It is not just a buzzword for us. We work hard to make our operations more sustainable. But what is unique about us is that we are also committed to make sustainable eating the preferred choice among consumers. And we want to change consumer behavior to be more sustainable, as in the dishwasher example above.  Within the Design Team, we believe that our primary role in supporting these sustainability goals is to use human-centric design to make sustainable behavior the preferred choice.

We are thinking about sustainable behavior from the moment an idea is conceived. That is our unique and exciting challenge.

More generally, the entire home appliance industry is entering digital transformation at quite a mature stage, which I believe will drive a higher adoption rate in a shorter time span. Over the last decade, the value growth has been in the digital sphere. However, I believe the value going forward is in the digi-physical (or phygital) area. With sustainability as a driver and digitalization as an enabler, I believe we can expand our influence from human-centered products to humanity-centered solutions. 

E.S: How do you imagine the future of the design industry?

P.J: Design and UX are synonymous, and the better we can integrate the different streams of design the better value we can deliver. As mentioned before, the user is in the center regardless of what discipline we practice, and I would argue there is no UX without design and no design without UX. We should all consider ourselves UX designers. This new mindset will shape our future. It is the coming together of science and art in a beautiful way.

The digital part of design is still so new and even a bit immature. To achieve high user desirability, I am confident that the emotional connection with our digital experience will take the highest priority. A big part of what previously was done by designers will in the future be automated or done by other functions. Design is being demystified and democratized, a development I believe is necessary for better integration, increased collaboration, and increased value to people, business, and society. 

At Electrolux, where we have a long history of physical product experience and a relatively new focus on digital products & services, we are removing the gap between design and UX. Shifting from Design to UX Design across all disciplines will speak to the depth of our work and create a better understanding of its true value. 

E.S: A young designer ask for your advice; what to avoid and what to shoot for at the beginning of their career. What would you say to them?

P.J: The most important thing you can do is to seek broad experiences. Live and work in different corners of the world. Balance conviction with responsiveness. Learn to respect others’ view – realize that empathy is a journey. Build deep and wide and expand your influence. Take charge of your career because at the end of the day, whoever your employer is, you work for yourself. Be patient, do not rush it – you are in it for the long haul. It is not another job, Design is a lifestyle – so learn your superpowers, and most importantly, have fun!