Standardization vs. Customization - A Deep Dive into Digital Design in Home Appliances

Christoph Ortmann

In the latest episode of Pixels + Profit, we sat down with Christoph Ortmann, former Global Head of Design at BSH, to discuss one of the most exciting challenges in digital product design: the balance between standardization and customization in home appliances.

01 The Digital Transformation of Home Appliances

Not too long ago, home appliances were purely mechanical—operated by physical buttons, dials, and switches. The interface was straightforward, and users expected little more than reliable functionality. But as kitchens have evolved into modern living spaces, so too have the expectations for appliances.

Today, digital interfaces, smart connectivity, and AI-driven automation are shaping the way we interact with devices. Design is no longer just about aesthetics—it’s about creating an experience that seamlessly integrates into users' daily lives.

Christoph described how Bosch introduced the “control ring”—a key design element that connects traditional usability with modern digital interaction. This was a strategic choice to ease users into digital control while still maintaining familiarity.

“The challenge was to take something people already understand—a physical dial—and transition it into the digital world without losing the intuitiveness,” Christoph explained.

02 Standardization vs. Customization: Striking the Right Balance

One of the biggest debates in digital product design is the tension between standardization and customization. Should every product have a universal UX system, much like iOS or Android? Or should brands differentiate through unique visual identities and interaction models?

Christoph made a strong case for both:

Standardization ensures ease of use and global consistency – If every washing machine, oven, and fridge had a completely different interface, users would constantly have to relearn how to operate them. Bosch, for example, maintains a consistent navigation structure across its product range.

Customization allows brands to stand out and create emotional connections – While some design principles remain universal, brands need to differentiate their products to create a strong identity. The Bosch control ring is a perfect example of how brand identity can be built into UX design.

03 Why Digital UX is More Important Than Ever

One of the most compelling parts of our conversation was about the future of product design. Christoph believes that brands must shift their focus toward digital experiences rather than just physical design.

💡 Design is no longer just about hardware – Traditional product design focused on shapes, colors, and materials. Today, interaction design, motion graphics, and personalization define the user experience.

💡 Users expect a seamless digital journey – Consumers today interact with multiple devices daily. They expect a smooth, intuitive experience across all touchpoints, whether it’s a smartphone, smartwatch, or smart oven.

💡 Emotional connection is key – Christoph pointed out that great design is not just functional—it’s emotional. The best products evoke feelings and create memorable experiences.

“The highest goal for any product is not just usability—it’s desirability. If people love your product, price and specs become secondary.”

04 Where Should Companies Invest in Design?

We wrapped up the episode with an interesting thought experiment: If you had 100 gold coins to invest in product design, where would you allocate them?

Christoph’s answer:

30% on hardware design – The physical product still matters, but it’s no longer the main differentiator.

70% on digital UX, software, and motion design – This is where brands create real value and differentiation.

In his view, many companies are still over investing in hardware while neglecting the importance of UX, software updates, and digital branding.

05 Final Thoughts: The Future of Digital Product Design

Design is no longer just about looks—it’s about creating meaningful digital experiences.

To succeed, brands must:

💡Find the right balance between standardization and customization

💡Adapt to different cultural expectations while maintaining a strong brand identity

💡Shift investment toward digital experiences, motion design, and software innovation

Are you a German speaker and want to hear the full conversation?

Listen to our latest episode of Pixels & Profit now:

👉 https://open.spotify.com/episode/3o0ccpyqHmBscVAQhWAEYF?si=RoGenBDdRgGQj8hKXWrtAA