Amana's appliances were losing market share. Our research revealed that, at all stages of consumer interaction, Amana was by far the worst of class. For their Washer and Dryer, we created engaging graphics and soft-touch controls that compel consumer to "reach out and touch." With only increasing Cost of Goods by 30 cents, we elevated perceived value so much so that we could raise the price 25% (an incredible $100). For their refrigerator line, research led us to design in key features including a one-button, voice-messaging system and an optional Kid Zone designed to give kids their own space. In both cases, RKS helped elevate the Amana brand by using design as a strategic weapon.
