Amana's appliances were losing market share. Our research revealed that, for consumer interaction, Amana was worst of class. For their washer and dryer, we created engaging graphics and soft-touch controls that compel consumers "reach out and touch." By only increasing COG 30 cents, we elevated perceived value so much so that Amana 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 to give kids their own space. RKS helped elevate the Amana brand by using design as a strategic weapon to create $20MM in new, annualized profits. (Circa 2002)
