Beyond Control

The original airCloud Home app, developed in 2018, was a fast-following response to market competition. It did not reflect Hitachi’s global visual brand language and lacked emotional resonance. The UI felt unstructured and inconsistent, contributing to user confusion and limiting long-term engagement.

Competitors such as Daikin and Panasonic had already invested in improved interfaces and richer functionality. Although our roadmap included many new features, the app still lacked a core value proposition that differentiated Hitachi in the growing IoT category.

We saw an opportunity to redefine what an AC control app could be by introducing an element of emotional connection while modernising the interface.

The challenge was twofold:

• Introduce an emotional hook. The app was primarily seen as a remote control. To stay competitive, we needed a feature that added meaning and delight to everyday use.
• Design for global scalability. The China version would be the first launch, but the solution needed to work across regions and become the foundation for Hitachi’s next-generation AC control lineup. The design had to support localisation and accommodate regional differences without fragmenting the experience.

Hitachi’s mascot, Shirokuma-kun, emerged as a strong candidate to support this emotional layer.

• Conducted user research with 300+ survey responses to understand regional visual and feature preferences
• Designed and delivered a new home-screen feature to support the visual refresh and improve business KPIs
• Led the China app redesign and coordinated closely with vendors on UX and content
• Planned and executed usability testing to guide iteration
• Developed reusable UI components to support a sustainable, scalable design approach
• Aligned internal teams around analytics adoption across the IoT portfolio
• Facilitated workshops to support stakeholder understanding of Amplitude and data-led decision-making

Research played a central role throughout the project. I collaborated closely with regional teams, vendors, and stakeholders, conducting surveys, guiding prototype development, and leading usability test sessions.

Early regional insights helped inform visual preferences and feature expectations, while usability testing uncovered unexpected behaviours that significantly shaped our interaction patterns. This end-to-end research approach not only improved the design but also supported broader conversations within the organisation about the value of user-centred product development.

During usability testing, users struggled to adjust the temperature precisely. I added + and − buttons so they could make finer adjustments.

During design exploration, we learned that Shirokuma-kun could not be used for weather forecasting due to patent restrictions. Creating a new mascot for the China market was explored, but cross-team alignment across branding, marketing, and legal was not feasible within the launch timeline.

To keep the release on track, we replaced the mascot concept with simple weather animations as an interim solution for launch. The released home screen showed animated weather forecasts for the user’s area; Shirokuma-kun did not appear in the released app. This kept the experience clear while meeting the needs of the initial launch.

The refreshed interface aimed to modernise the overall experience and introduce a warmer, more approachable visual language. Key screens were redesigned with simplified layout structures, refined controls, and a more cohesive styling approach. The new home-screen feature, animated weather forecasts for the user’s area, served as the released home screen’s emotional anchor, helping differentiate Hitachi’s offering while staying functional and clear.

30-day user retention increased by 20% following the redesigned app’s launch. The redesign also established a reusable component foundation for future products across the Hitachi Cooling & Heating IoT portfolio. The project received an iF Design Award 2024, recognising the strength of the refreshed experience and the value of the underlying design foundation.

Drive open communication

With tight timelines and limited resources, frequent communication helped maintain alignment and build trust in the direction of the work.

Use data to strengthen design maturity

Research insights were critical in a low-maturity environment, helping stakeholders understand the value of a design-led approach.

Fail early to learn faster

Usability testing surfaced a critical temperature-adjustment issue, allowing us to refine the experience before development and avoid costly rework.