Electrolux Drill

A stylish power tool improves the user experience and the product semantics for non-professional user. Designed by Yu-Chung Chang for Electrolux in Birmingham City University. The Electrolux Drill, a rechargeable electric drill, is an innovative product which improves the user experience in operating it. Moreover, the elegant electric drill could be put freely on the table in the living room, rather than stored in garage. This kind of product is more like a stylish life appliances than the industrial tool. Adding several new creative features in order to improve the user experience when operating the new electric drill, allows users to understand how to use the product easily.



A new electric drill designed for non-professional users who needs to overcome the fear which comes from using the traditional, manly power tool. The user is a housekeeper, who have a desire to own a graceful appliances, attracted by a quality appliances. The product is designed for maintaining, repairing, hand crafting, and other working activities. The plastic shells of the product are made out of moulded Polypropylene (PP).

The lines, composed by the gaps between the outer casings, show the elegant decorations and the semantics of anti-slippery. The colour using white, deep grey, and black, bring users a clean and graceful emotion. These elements combine together turning a power tool into a luxury spaceship, giving the users a mystical emotion of science fiction. Additionally, the semantics of the product, for example the sign on the controller and the anti-slippery pattern added on the sides of product, allow users to conveniently operate the product.


Using following software and tools: Adobe Photoshop, Adobe Illustrator, Adobe Premiere Pro, SolidWorks, Keyshot, Copic Markers, and Sketching. The design process begins with concept development based on a first stage idea from the personal project research. The concept development includes continual testing and evaluation. When the idea is decided, the concept refinement process starts, involving: details, aesthetics, design narrative, innovation, materials, ergonomics, and brand. These points, which build the specifications, leading to the final design.





The users are non-professional power tool users, who need to overcome the fear which comes from using the traditional, manly power tool. The users are housekeepers, who have a desire to own a graceful appliances, attracted by a quality appliances from famous brands. The stylish electric drill works as an elegant appliances during being placed on the table in the living room. Having a different semantics on a traditional product could improve users’ experience and emotions. The luxury form of the product is designed to turn a manly tool into a stylish product in a boutique, as it is more acceptable for non-professional users.

“Attractive things work better” (Norman). The main thing I have learned from this project is, do not ignore the emotional design which plays an important role when designing a new product.

The product concept was creative and questionable, but naturally throughout the design process the design concept was developed further. The result is a product that provides elegant emotion and new user experience. The uniqueness of this product is a combination of its uses, aesthetics and its graceful form. The product differs from related products in the marketplace in both purpose and aesthetics. Thus, we can see its opportunities. I believe that we can see this product will be released soon.

Yu-Chung Chang

My name is Yu-Chung, I come from Taiwan, have 1.5 years industrial design experience, and am currently studying MA Product Design at Birmingham School of Design in the UK, won international design awards, including iF, red dot, and IDEA. I’m an excellent communicator, because I could show my idea clearly to clients by sketching and model making in my works. I hope that I could become as great as senior designer, to contribute something positive, to do my best for this world.