Building markets for SMARTER HEATING

Why the Danfoss Eco™ App-thermostat sells surprisingly well

‘Help us to design a user-friendly Danfoss Eco™ App-thermostat, that resonates with mainstream consumers in Europe. This was the brief design-people got from Danfoss Heating, when asked to help on extending the Smartheating product portfolio, that design-people has contributed to earlier.

“At Danfoss we love to create brilliant solutions for our end-users. The aim for Danfoss Eco™ was first and foremost to create a mass-market IoT product that would ensure both home comfort and large energy savings for regular consumers. We’ve produced thermostats for decades and we wanted to take this product in to a new era. Usually, IoT products are Wi-Fi-connected. But with Danfoss Eco™, we’ve made a solution based on Bluetooth, which reduces the end-user price for the Smartheating benefits”

— Morten Kofod, Strategic Project Manager at Danfoss Heating
danfoss eco2

Familiar and straightforward design
Whereas the Danfoss Link™ is an advanced smartheating solution for the high-end market, the Danfoss Eco™ is destined at a broader market. It is meant to meet consumers who are not super-users of smart home products. Therefor the design team focused on accessibility and encouraging first time use of the solution. Both the thermostat design and the App look intentionally familiar – a first time user will perceive an uncomplicated and straightforward solution:

“design-people were involved in the physical product design and the app-interface. Their contribution to both parts of the solution gave a very holistic result: the designs of the thermostat and the app are clearly integrated, it’s one solution instead of two products”

— Morten Kofod, Strategic Project Manager at Danfoss Heating

Targeting the mainstream consumer “Johanna”

To ensure the right fit with end-user expectations, the design process evolved around a specific persona: the ‘Pragmatic’ user profile. Based on design-people’s segmentation tool “Tech User Navigator”, the “Pragmatics” are the largest segment making up 37% of consumers in Europe:

“The female “Pragmatic”, we named her Joanna, is not a super-user, but a person for whom technology is 2nd priority. This persona gave our team a common language to work with – creating a solution that is simple enough to be relevant for all consumers, yet smart enough to also attract super-users. design-people assured that the entire customer experience is consistent: from installation, 1.time use to everyday interaction with the product, everything is designed to be as seamless and straightforward as possible.


Do you want to know more about Tech-user Navigator?


design-people’s key contributions:

“Tech-user Navigator” target group persona
Customer journey & usability concept
Product- & App design
Go2Market support


Klaus Schroeder
Strategy Director, CEO & Partner
M +45 27 11 60 36

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