The program covered three countertop microwave platforms:

• 34L
• 25L
• 20L

In addition to the visual renewal, the project involved a supplier transition to a new Chinese manufacturing partner, making cost reduction one of the primary drivers throughout the development process.

THE CHALLENGE

The main challenge was to achieve significant cost reductions while preserving the perceived quality and visual appeal of the products.

Several cost-saving initiatives had to be incorporated into the design:

Reduction in the number of colors and printing processes used on the membrane and control panel.
Simplification of the door construction, reducing the overall number of components.
Reduction in the number of colors used on the glass.
Minimization of silk-screen printing processes across the product.

Because these products belong to the entry-level segment, even a few cents of cost reduction could have a substantial impact on competitiveness. This required careful design decisions to ensure cost targets were met without compromising the user’s perception of value.

DESIGN STRATEGY

Two design solutions were developed and adapted across the three product platforms.

34L and 25L Platforms

For the larger models, the strategy focused on a more aggressive cost-optimized solution:

• Single-piece injection-molded door.
• Decorative metallic trim application.
• Reduced component count.
• Simplified manufacturing process.
• 20L Platform

For the smaller platform, a two-piece door construction was adopted.

This approach also allowed consumers to choose between different handle designs, creating visual distinction within the product family while maintaining manufacturing efficiency.

TECHNICAL AND MANUFACTORING CHALLENGES

The development of the 34L and 25L doors became the most technically demanding aspect of the project.

These models featured large door surfaces combined with relatively thin wall sections, creating significant engineering and manufacturing constraints. Additional challenges included:

Mold limitations caused by the number of moving components required in the tooling.
Geometrical restrictions inherited from the supplier’s base platform.
Manufacturing constraints that limited design freedom.

Close collaboration between Design and Engineering teams was essential to create a solution that was both visually attractive and technically feasible.

USER EXPERIENCE AND DIGITAL ECOSYSTEM

Despite being positioned as entry-level products, the microwaves introduced an important feature highly valued by Brazilian and Latin American consumers: a pre-programmed recipe ecosystem.

Through a QR code integrated into the product, users can access an online recipe platform containing dishes specifically developed for the microwave's automatic cooking programs.

The implementation of this system was particularly complex because it needed to consider the culinary habits and recipe requirements of multiple Latin American countries participating in the program.

The result was a connected experience that combined a physical product with a digital service, delivering additional value while maintaining aggressive cost targets.

OUTCOME

The project resulted in a complete family of entry-level microwaves for the Latin American market, spanning three product platforms and multiple regional variations.

Through component optimization, simplified manufacturing processes, and a carefully crafted design strategy, the team successfully achieved ambitious cost-reduction targets while preserving product attractiveness, usability, and perceived quality.

MY CONTRIBUITION

• Industrial design development for a multi-platform product family.
• CMF development and adaptation.
• Design-for-cost optimization.
• Door architecture and user interface development.
• Cross-functional collaboration with Engineering and suppliers.


COLLABORATION

This project was the result of a truly collaborative effort involving multidisciplinary teams across Design, Engineering, User Experience, Product Management, Manufacturing, and Marketing.

Special thanks to my project buddy Alexandre di Bastiani, my manager Alexandre Neves, César Lima, Carolina Andujar de Oliveira Nono, Mairon Souza, Mariana A. dos Santos, Dominique Adam, Tatiemi Iwamoto, Larissa Castro, Polyanna Astrath Costa, Lenen Vectori Rocha, and everyone who contributed to this program throughout its different phases.

Their expertise, collaboration, and commitment were instrumental in overcoming technical challenges, aligning regional requirements, and delivering a successful product family for the Latin American market.