All projectsArçelik
Washing Machine of the Future Project
Led by Y. Bora Kaykayoğlu, the “Creativity & Human-Centeredness” service was delivered to Arçelik, focusing on technical creative thinking and idea generation in line with strategic goals through methods for -Creating focus groups using design thinking, -Teaching creative thinking techniques to focus groups -"Generating and Classifying Laundry Ideas for the Future." The work resulted in a library of +500 ideas for a new washing machine concept.
At a glance
- Project Focus
- Creativity and Product Development · Strategy and Transformation
- Project Lead
- TrainerY. Bora Kaykayoğlu
- Approaches Used
- Facilitation
- What Emerged
- Creative thinking practices tested on teams' own problems · Idea development and evaluation framework
- Sector
- White Goods
Inside the project
Focus
How can creativity move from an individual talent to an organizational capacity?
The Arçelik project focused on connecting design / implementation needs with creative thinking practices. Participants worked within their own product and business contexts.
Creativity is not an innate trait but a way of working that grows under the right conditions. This project focused on establishing those conditions.
On technical creative thinking and idea generation aligned with strategic goals, with Arçelik and led by Bora Kaykayoğlu.
The bottleneck for creativity in organizations was usually not a lack of ideas but the absence of a working environment where ideas could be protected and developed.
Scope
In line with the organization’s strategic objectives, we formed focus groups using a design thinking approach and worked with them on technical creative thinking and idea generation. We taught creative thinking techniques and generated and classified ideas for the washing machine of the future. We compiled a library of more than 500 ideas for a new washing machine concept.
Implementation
HOW WERE CREATIVE TECHNIQUES USED IN THIS PROJECT?
We used creativity techniques not as showmanship but as tools teams tested on their own problems. Each technique was applied to a real product or process problem.
What brings creativity into an organization is not individual talent but a working environment where ideas can emerge safely.
The journey we designed
- 01EXPLOREA situation map was developed by considering the organization's real needs, current ways of working and external signals together.
- 02REFRAMEThe organization's need was reframed from a fresh perspective and translated into a design.
- 03BRING IT INTO THE ORGANIZATIONThe designed model was embedded in the organization's operations. The ownership process was carried out together with the teams.
Kaykayoğlu project insight
Creativity is not a chance moment of inspiration but the design of conditions.
Explore further
Selected resources that examine the transformation highlighted by this project from a broader perspective.