Whirlpool Corp.’s
Tisha Johnson
On The Power Of
Human-Centered Design
Q
Whirlpool Corp. advocates for meaningful innovation—what is it, and how can other companies pursue it?
A
Meaningful innovation begins with always putting the person in the center and identifying, what is the human need? And really understanding that truly, from the heart, and then providing smart solutions. It has to do with focusing on the right here and right now—how can we improve things for people?
[At Whirlpool Corp.], we want to lift the everyday, and we do that in a number of ways. Some of it is [by focusing] on more energy efficiency, more sustainability—literally down to using less water per wash cycle. At the same time, it’s also just thinking about any friction point that people have and getting rid of that; making a better experience so that people can focus on what matters to them most, which is really connecting with family and friends.
So we’ll explore in many directions, which is a wonderful process. You often end up solving for different needs.
Q
Our research with the Michigan Economic Development Corporation found that 74% of executives agree that Covid-19 has accelerated the pace of innovation. How has the pandemic impacted Whirlpool Corp.’s product development?
A
Human connection is central to our design process. It is the driving force behind what we do. If you think of design, you should really think of it as innovation focused on people.
[As a result of the pandemic], there is more time spent in the home, and there’s much more of a micro focus on details around the home. So that’s requiring us to be even more vigilant about how we can bring inspiration into those moments and how we can add colorful, enriching experiences for people.
[We do that] by looking right at what you need from any given experience. We then translate that into well-researched studies and then filter that into the groundwork for what we call the ideation of innovation process. [This is where] we begin multiple lines of exploration around how we could really solve the need.
When you think about personal inspiration and its connection to how people are experiencing our products, I go right to our KitchenAid brand freestanding mixer. Of course it has inspired many meals within my own home, and it’s also been central to the moments [where] I’ve been exploring different types of food [with my] family [and we’re making] meals together. That experience, that excitement about food preparation and how it can bring us together as a family completely translates into [how we ideate] for our own customers.
Q
How does having a diverse team lead to more innovative designs?
A
When you think about the design process, it is inherently diverse. We seek diverse perspectives, and that’s one of the reasons why it’s critical to have a team of designers that sit across the globe.
We know that different perspectives make our products better. And there’s a certain kind of inside understanding that we gain from looking through a different lens. [For example], what is it like to sit in West Michigan [versus Brazil] and have this particular item in the kitchen? We pull those insights from our team and allow that to enlighten the [design] process.
Q
How does having a diverse team lead to more innovative designs?
A
When you think about the design process, it is inherently diverse. We seek diverse perspectives, and that’s one of the reasons why it’s critical to have a team of designers that sit across the globe.
We know that different perspectives make our products better. And there’s a certain kind of inside understanding that we gain from looking through a different lens. [For example], what is it like to sit in West Michigan [versus Brazil] and have this particular item in the kitchen? We pull those insights from our team and allow that to enlighten the [design] process.
Q
Michigan is a hot spot for innovation. What are the advantages of being headquartered in the state?
A
A benefit to being in Michigan, specifically in Western Michigan, is that it’s the birthplace of so much manufacturing within America. And if you think about that, that means it’s a natural place for innovation to occur.
It is an environment in which you are very connected to the natural world around you, and that has so many positive effects on how you go about creating. It’s also great because you’re in the center of the U.S. and can reach the East and West Coasts with relative ease.
To learn more, visit michiganbusiness.org/pure-opportunity.