Levande – The design behind appliance subscription services

1. Why is sustainability important in design nowadays?

Sustainability in design is imperative today due to its multifaceted benefits. Design not only minimises environmental impact by reducing resource consumption and emissions, it also has the power to intuitively guide customers towards sustainable choices.

Sustainable design can also serve as a tool to raise awareness about the environmental and social responsibilities.

2. How do you balance sustainability and commercialisation?

Successfully balancing sustainability and commercialisation requires the strategic integration of environmental and economic factors. This involves conducting thorough life cycle assessments and embracing innovation as a solution to sustainability challenges, paving the way for new business models and circular ecosystems. Through the optimisation of processes, waste reduction, and the use of eco-friendly materials, companies can improve efficiency, reduce costs, and promote long-term sustainability.

Educating consumers about the environmental benefits of products and ensuring transparent communication establishes trust and reinforces the link between sustainability and commercial success. Strategic partnerships with like-minded stakeholders and adherence to regulatory standards further enhance the overall sustainability profile.

A commitment to circular economy principles, scalable practices, and market research to align with consumer preferences empowers businesses to thrive economically while making positive contributions to the environment.

3.  What was the most difficult moment when developing your idea?

Pioneering Levande, the first appliance subscription service in Singapore, proved to be our most significant challenge. As the first of its kind in the country, we had no existing examples to reference, compelling us to educate customers about the benefits of this innovative approach. 

It was crucial to strike a balance between clear communication regarding the subscription model and providing reassurance about its value for money. Extensive research and testing helped us craft user-friendly information, highlighting both convenience and cost-effectiveness.

But the most rewarding aspect emerged: empowering users to be sustainability heroes. Levande isn’t just about appliances; it’s about contributing to a circular economy, reducing e-waste, and promoting responsible consumption. This resonated deeply with our target audience, who embraced the opportunity to make a positive impact, and we’re proud to lead the change.

4.  What are some new things that you learned about yourself and the users you were designing?

Working on Levande, we rediscovered the power of collaboration and agile project management. As a venture startup supported by Electrolux Group, we worked closely with the venture leader, Gaurav Julka, to navigate the unknown with creativity and resourcefulness. Like a startup company, we blurred the lines between designer and business owner, challenging thoughts and ideas together with the consumer experience always at the forefront of our minds.

Through testing and interviews, we discovered that Singaporeans have a strong desire for convenience and flexibility, with the subscription model resonating deeply. We also witnessed a growing environmental consciousness, with users willing to try out the new appliance ownership model to embrace Levande’s sustainability benefits.

5. What are your future plans?

We are planning to scale the Levande Subscription service in multiple markets across Asia Pacific. In Singapore, we will continue to iterate our value proposition and user experience as we pursue an ideal product market fit.

6. What is your design superpower?

Our team’s superpower is open-mindedness, and it is the foundation on which our success is built. We never limit ourselves to existing platforms, structures, or logic. Instead, we’re willing to replace an existing design if it means fixing a roadblock or achieving a better user experience. This willingness to experiment has helped us achieve the results we have today.

7. What is the best part about your job?

The best part about my job is that I get to create things that are truly meaningful to users, and have the potential to lead a change in the industry (like in the case of Levande). I have an opportunity every day to develop products and services that solve real-world problems and shape living for the better.