Barry Waddilove

Barry Waddilove
Head of Design
Electrolux

Barry Waddilove is head of design at Electrolux North America—based in Charlotte, NC. His team employs a user-centered design approach called “Human Touch” to develop outstanding consumer products and experiences.

Waddilove has 28 years of experience in design and product development with brands and organizations across 25 countries. He holds a master’s degree in design from Cranfield University in the United Kingdom, and is an RSA Fellow (Royal Society for the encouragement of Arts, Manufactures and Commerce).


Designing with a Human Touch

How can we understand what consumers think, feel and learn when they interact with our products? This question guides everything the design team does at Electrolux when it comes to designing experiences that shape living for the better.

Barry Waddilove, head of design at Electrolux, will provide insights into the company’s global design philosophy, “Human Touch,” which involves designing for all senses—from the overall quality of materials and fit, feel and finish—to thoughtfulness of use and context through in-depth research and usability testing.

He’ll also reflect on the importance of listening and empathizing in design development, with insights from previous roles as a corporate and consulting designer for global brands, design researcher for the Ellen MacArthur Foundation and advisor in design innovation for the UK government.