Background
The Airwrap i.d. is Dyson's first connected hair tool, designed to sync seamlessly with an app that personalizes the curling process based on the user's hair type, length, and skill level.
By addressing common user pain points—such as curls not lasting and confusion over settings—it simplifies styling for first-timers and seasoned users alike. This innovation not only enhances user-friendliness but also automates key steps, eliminating the need for manual toggling or guesswork, and delivering long-lasting, tailored results
Challenge
The first challenge was integrating connectivity into Dyson's beauty ecosystem, a first for the brand despite prior success with connected products like vacuums and fans. Initiated in 2022, the project launched at the end of 2024.
The second challenge was addressing the emotional and practical aspects of hair care. Hair is closely tied to identity and self-esteem, so we focused on creating clear, intuitive instructions supported by haptic feedback. This ensured users could confidently balance learning and styling for an effortless experience.
My impact
My impact spanned the entire project lifecycle, from initial concept and ideation to delivery for downstream teams and QA.
Collaborating closely with my colleague Katie Tunstall, we rapidly iterated on concepts to define how the ecosystem should look and feel. Together, we presented these ideas to global stakeholders, including engineers and business analysts, ensuring alignment across teams.
A key contribution was designing an intuitive data visualization framework that made it easy for users to understand movements and button interactions while enabling data collection for continuous learning. This approach drove the creation of a highly personalized app, ready for future iterations and enhancements."
Ideation and
Iteration
During the ideation phase, I led the redesign of key pages and components, strategically incorporating established design system elements while thoughtfully introducing new ones. I spearheaded the visualization strategy for critical features including Curl ID recognition, custom illustrations, and user onboarding flows. My process emphasized Nielsen's design heuristics to ensure intuitive user experiences, while focusing on presenting information in ways that maximized value for users interacting with both the physical device and mobile application.
Through collaborative testing and feedback cycles with users, stakeholders, and team members, I implemented a user-centered approach to component redesign. Each exploration phase yielded multiple design iterations, which were rigorously evaluated with the team to select the most effective solutions. I developed scalable design patterns for each component, ensuring they could not only serve immediate user needs but also adapt to future connected devices—creating a foundation for long-term product growth.
Explore, Test,
Refine
“User feedback has shown that they appreciate convenience so for us, connectivity is about developing ways to help them get the very best out of Dyson machines. And i.d. curl™ delivers the ease of use and a truly personalised journey and experience. The app guides users through each step, based on the user’s profile to make curling easier. Adjustable temperature settings change the high and low heat temperatures for thermal comfort, based on their personal preference and maintenance notifications reminders guide them to clean their filter. New attachments also reiterate how the styling tool is truly for all hair types and with no heat damage.”
Low Chen Nyeow
Associate Design Manager, Dyson
AlyP
Dyson Webpage Reviews
Magic Machine
This is my 3rd Dyson Airwrap, and I absolutely love it! The Bluetooth connectivity makes styling so simple. I thought my previous stylers were good, but for me the Dyson Airwrap I.d. is the best. My hair if fine and this styler gives it more body than previous models.
Aluise
Dyson Webpage Reviews
Amazing!
Really impressed with the Airwrap ID Curly & Coily. Surprisingly lightweight, connects via Bluetooth in app so it remembers your styling routine, even the blast of cold air at the end!
JoHo
Dyson Webpage Reviews
Amazing new features - makes styling so easy!
The new Dyson airwap ID simplifies hair styling. As someone who doesn't like to take a long time to get ready I can have a full volume head of bouncy curls that last within 15 minutes or less. Having straight / slightly wavy fine hair usually means that curls don't last too long, but the new Bluetooth system ensures styling for the right amount of time , changing the temperature to ensure the curls hold. I can wake up the next day with curls still bouncing! Lots of comments on my hair and even my teenage son has asked me if I'd been to the hairdressers!
