Philips Sneaker Cleaner | GCA1000
Year of design: 2020
Date of launch: Q1 2021
Development time: 6 - 12 months
Target group: Consumer, Europe
Award
Red Dot Design Award 2020 - Philips Sneaker Cleaner
Product Introduction
Sneaker market is fast growing and engaging more and more young consumers. The need of having a convenient and good performing cleaning solution follows the booming of sneaker sales.
Philips GCA1000 is the first of kind Philips Sneaker Cleaner. It is a powerful battery-operated brush with gentle but effective bristles to refresh sneakers in no time. It provides with up to 500 rotations per minute, with three interchangeable brush heads - the sponge, soft or hard brush - adapting various trainer surfaces. Born with compact size, users can easily take it on the go - home, travel, basketball court - wherever they like.
Design statement
The design process of Philips sneaker cleaner takes a typical user centric approach, with focus on affordability, CMFG and usability.
1. Target consumer
Targeting a very different audience as most of the other Philips products, understanding the traits of the consumers behind current sneaker cleaning solutions is the key of the design.
The sneaker industry is rapidly booming, and the consumers behind are primarily GenZ and young Millennials. They are sensitive and engaged with latest trend and fashion, and yet owning their own style. Some of them have deep understanding of the sneaker culture, cherishing every pair they collected; and some of them are very conscious about their purchase, valuing sustainability and long-lasting items.
2. Affordability and CMF
With consideration on the consumption power, the product is required to be designed in the affordable manner for the average target audience. To answering the needs, the design is made of four plastic housings with simple splits. Yet playing with gloss-matt finishing and color contrast, the product can still present with high quality finishing, and rich possibilities for different color ways.
3. User experience and usability
Comfort and ergonomic usage of Philips Sneaker Clear is another main focus of its design. While cleaning the sneakers, it is spotted that user handing their manual tools in every different positions, forces and movements when meeting different shape, part and material.
In GCA1000, well controlled shape and size in the top area allowing users gripping it solely when meeting details or surface requiring gentle treatment. While with bigger surfaces or applying forces, users can comfortably hold the ergonomic handle, maneuvering fast to have the task finished. The compact size and weight also empowering the flexible handling. And the location of the on/off button also gets fine-tuned to avoid any misoperation.
The cleaning experience is designed to be simple and straightforward. Simply wet the brush with water and soap, switch on the Philips Sneaker Cleaner and wipe the trainer with a clean towel when done.
Acknowledgement:
Eefje Sandmann, CMF Designer, Philips
Jasper Zachariasse, Consumer Marketing Manager, Philips
