Don Davidshofer Electrolux Portfolio

Recent Work

1997 1999 2005 2009 2010 2011

2012 2013 2013 2013 2014

Electrolux (nimble) 2010 !Upright Vacuum Cleaner Design Market Research Driven Multi-cyclonic filtration Launch sales were 200% over forecast

Initial Concept

Market research line-up

Prototypes for Research

Don Davidshofer

User Interface Research

ID Rendering

Eureka (take-off) 2012 !Convertible Stair & Mini Upright Vacuum Cleaner Strategic partner driven project

Concept #1

Initial exploded view used to facilitate cost/complexity analysis and modular design reviews

Proof-of-concept prototype for team review

Don Davidshofer

Eureka (AirSpeed One) 2013 !

Opening Price Point Upright Vacuum Cleaner Design-to-Cost, While Improving Product Performance

Lightweight - less than 10 pounds Look at ALL aspects of product for improved efficiencies

Blow Molded Cup Concepts

Competitive Comparison

CAD model #1

Container Loading

Don Davidshofer

Concept #3

Eureka (AirSpeed Suction Seal) 2013 !

Performance-Focused Selling Proposition Unique (patented) Base Articulation

Prototype #3

“My vacuum cleans the best on bare floors in lowest setting, however, I push large debris around…”

Don Davidshofer

Bare floor Testing

Articulating Base

Eureka (Hand Controls) 2013 !

Voice of Customer - Driven Concept Reduced effort / Ergonomic

Exploratory concept to improve user efficiency

Hand controls have become expected on consumer products. Vacuum Cleaners need to catch up.

Initial concept sketch

First prototype

“I don’t want to bend over while I vacuum…”

Don Davidshofer

Over cords Over thresholds Over objects Over area rugs

Eureka (mJuk) 2014 !Spray mop with “scrub” feature Performance driven

“I love my spray mop, but it doesn’t get the tough spots…”

Exploded view used to facilitate cost/complexity analysis and design reviews

Don Davidshofer

Initial concept sketch

Eureka (airspeed exact) 2014 !Feature Focused Selling Proposition Retail Channel Driven Modular Design for Cost Efficiency and Range Build

Cord Winder Concept

Don Davidshofer

CAD model #1

Working prototype

ID Rendering

Component Testing

Electrolux (Kaldi) 2014 !

Cold Brewed Coffee Concentrate Unique Single-Serve Liquid Metering

Aftermarket/consumables-driven

Unique Concentrate Metering Concept

“I love coffee, but is there a low-acid alternative?”

The cold-brewed process offers a low-acid alternative to ground coffee. This concept offers it in a unique single-serve machine.

Don Davidshofer

Prototype #1

Seven consecutive years!