Turning AC from Appliance to Personal Expression
Hitachi Air Conditioning (HAC) sought to unlock new market potential in China, Hong Kong, and APAC by redesigning its domestic AC offering for GenZ homeowners — a generation with distinct socio-cultural preferences and consumption behaviours.
The challenge: How might we reimagine the air experience for Gen Z’s diverse living scenarios?
For Gen Z,
Air Experience as __________?
To understand GenZ's real needs around air experience and the market landscape, I conducted research across four dimensions:
-
Consumer Research: Interviewed GenZ users on their attitudes toward AC, home comfort, and spending habits. Key insight: GenZ experiences air emotionally, not technically.
-
Company Research: Analysed HITACHI's brand heritage, engineering strengths, and market position to identify strategic opportunities.
-
Context Research: Examined socio-cultural trends in China shaping GenZ's expectations around home and technology.
-
Competition Research: Mapped the competitive landscape to identify differentiation opportunities.
Based on our research, we identified a key GenZ segment — consumers who prioritise self-expression. They view their living space as an extension of identity, value aesthetics and quality, and actively shape cultural conversations on social media.
Based on our user insights and Persona, we proposed "Turning AC to Personal Expression" — an integrated product-service-marketing solution.
At its core is a customizable central air vent system that turns AC from a hidden utility into a visible, expressive design element.
-
Product: Customizable panels — users design their own or choose from artist/IP collaborations.
-
Experience: "Air Experience Matrix" delivers scenario-based air solutions, evolving AC from a functional product to a companion-like "Life Air System."
-
Marketing: Four key moments across the GenZ journey — First Encounter, Decision, Daily Living, Sharing — activated through pop-ups, IP drops, and UGC campaigns.
