Case Study: Huawei achieves balanced product design for European markets with tangerine

Huawei sells 1/3 million C7100 phones in 3 months with tangerine

Huawei, a major telecommunications equipment maker, faced a challenge in improving its market penetration in Europe. They engaged the vendor tangerine to help them develop a product design strategy and industrial design language that would appeal to Western consumers while staying true to the company's Chinese principles and values.

tangerine initiated a strategic overhaul of Huawei's design process, creating a distinctive design language that balanced elaborate technology with simple aesthetic design. This new approach led to the development of products like the C7100 mobile phone, which became a bestseller with over a third of a million units sold in its first three months in China. The collaboration helped Huawei build one of the world's largest in-house design teams.

Huawei