Maytag Appliance Controller

Mobile App for iOS and Android Devices

Designed to add value to the everyday laundry experience, this mobile app enhances user engagement through education, increased awareness of appliance capabilities, and intuitive control over smart washer and dryer functions.

The Challenge

Create a mobile experience for Maytag smart appliance users that clearly communicates the value of connected features, improves the overall laundry experience, and supports the broader adoption and sales of smart appliances.

The Outcome

The final design empowers users with real-time status updates, personalized usage tips, and context-aware controls—making laundry more convenient, efficient, and tailored to individual needs.

The Experience

It’s Sunday morning when you get a notification from the Maytag app: “It’s laundry time.” You gather clothes from around the house, sorting them carefully — bedding in one pile, everyday clothes like jeans and towels in another, and delicate, high-quality fabrics in their own stack to protect their feel and longevity.

You decide to start with bedding. After loading the washer, you select the appropriate cycle from the machine’s UI and head to the kitchen.

About 45 minutes later, your phone buzzes: “Wash Cycle Complete.” You transfer the bedding to the dryer, set the drying cycle, and load the washer with regular clothes before leaving.

An hour passes without a notification. Curious, you open the Maytag app and see the wash is in its final spin with only 2 minutes remaining. That lets you time it perfectly — you head to the laundry room just as the washer stops, transfer the load to the dryer, and load the delicates.

For these delicates, you’ve already created a custom cycle in the Maytag app called Soft Wash. You select it from the app and start the wash remotely before leaving to pick up your kids.

Later, while chatting with other parents, your phone pings again: the Soft Wash cycle has finished. Knowing you’ll be running errands for a few more hours, you remotely start the Fresh Hold cycle from the app to keep clothes fresh until you get home.

When you finally return, you hear the washer humming in Fresh Hold mode. You cancel it, transfer the delicates to the dryer, and feel confident that everything was washed exactly how you wanted — without being tied to the laundry room all day.

The Design Process

Symptoms

Maytag, one of the major home appliance brands owned by Whirlpool Corporation, entered the Internet of Things (IoT) space as part of Whirlpool’s broader push into connected appliances.

Whirlpool began its journey into the smart home sector in the early 2010s with the launch of smart, connected appliances under the Whirlpool brand. These appliances were always connected to the internet and could be monitored and controlled remotely through the Whirlpool mobile app.

Following the initial success of Whirlpool-branded smart products, the company expanded its IoT strategy to include the Maytag brand, launching a new line of smart washers and dryers in 2019. These appliances were supported by a separate Maytag mobile app, distinct from Whirlpool’s existing platform.

However, within just a couple of years of launch, it became evident that the sales of Maytag smart appliances had stagnated. The brand struggled to gain traction in the growing smart appliance segment and was outperformed by competitors offering more refined connected experiences.

Problem Identification

When the design team was brought in to overhaul the Maytag app, I worked closely with design leadership and the product manager to clarify the business goals and pain points driving the initiative. The core challenge: customers felt the smart appliances failed to deliver enough value to justify their price, which was directly impacting sales.

The existing design was just a blue colored version of the yellow Whirlpool app.

To investigate the problem, I did following:

Spoke with customer support and marketing stakeholders to understand recurring complaints.
Conducted a review of online customer feedback for both the appliances and the mobile app.
Analyzed app store ratings and competitor products to benchmark performance.

At a high level, my research revealed the following major problems with the Maytag smart appliance ecosystem:

Poor Mobile App Design: The app interface lacked intuitive design, failed to engage users, and was not aligned with the appliance features.
Inconsistent Feature Support: Many app features did not work as expected or were unavailable unless the appliance was actively running.
Slow Performance: Users experienced significant delays in loading the app, setting cycles (10–15 seconds), and during appliance setup.
Unreliable Remote Functionality: Remote control features often required manual reactivation after simple actions like opening the washer or dryer door.
Low App Ratings: The mobile app received consistently low reviews (below 3 stars) on platforms like the iOS App Store.
Value Mismatch: Customers felt the smart features did not justify the higher price point compared to non-connected appliances.
Poor Customer Perception: Overall user sentiment suggested that the connected experience added little to no real value.
Lack of Distinct Brand Experience: The Maytag app was essentially a blue-colored version of the Whirlpool app, identical in both design and functionality. This undermined brand differentiation and diluted the user experience expected from Maytag’s unique positioning.

The research findings clearly indicated that design shortcomings had a direct impact on the sales performance of Maytag smart appliances. It became evident that the existing user experience was failing to meet customer expectations, and addressing these design issues was essential to restoring customer confidence and driving adoption.

High Level Experience Goals

After identifying the key problem areas, I facilitated a working session with the user experience design team to review the findings and discuss the proposed solutions. I partnered closely with both the visual and motion design teams to ensure a holistic approach.

Together, we aligned on the following high-level goals for the new design:

Principles & value propositions: Surface the core value propositions of smart, connected appliances - simplicity, efficiency, flexibility, and power through education.
Engagement: Increase the user engagement with the mobile app by complementing the appliance interface and delivering contextual, mobile-only experiences.
Future-proof: Ensure future scalability by creating a design framework that can accommodate new features introduced by future appliances.
Differentiation: Embody the Maytag brand in a way that is distinct and immediately recognizable.

Following alignment with design leadership, I presented the design vision to key stakeholders - including the product manager, marketing manager, brand manager, engineers from IoT and QA. With their input and approval, we moved forward into the design detailed phase.

User Journey

Once the high-level design goals were defined, I set out to map the laundry user journey across the entire appliance lifecycle. The goal was to understand not just functional needs, but also the emotional needs of users — insights that would guide both macro and micro interactions throughout the app.

To build this journey, I leveraged five years of user research, including interviews, support feedback, complaints, and app analytics. This rich dataset allowed me to identify key pain points, opportunities for delight, and moments where the app could add real value.

The user journey served as foundation to the overall app design work for the years to come. It show how users feel at present when they go through various phases of the appliance lifecycle and what could be done to elevate their experience from where they are today to where we want them to be.

While mapping the full user journey was important for long-term design strategy, there was an immediate need for early concepts to set the design direction. I therefore focused on:

Primary Use Case – Determining the core laundry workflow to prioritize in the redesign.
Hero Experiences – Identifying high-impact interactions and features that would drive recurring user engagement, such as cycle notifications, custom cycles, and remote control capabilities.

This approach ensured that the early concepts were grounded in real user behavior while aligning with business goals and design principles, providing a clear foundation for the next stage of design execution.

Primary Use Cases

To define the core use cases for the redesign, I leveraged research findings from our annual user studies, which provided deep insights into user habits, behaviors, and laundry practices. I also collaborated closely with the product manager and marketing manager to identify emerging use cases enabled by new technologies under development.

From this analysis, we identified several washer and dryer use cases, along with the key tasks users performed for each. This allowed us to focus design efforts on high-value interactions that would drive engagement and satisfaction.

For each use case, I mapped the specific tasks users would perform, ensuring the design would support both practical needs and emotional motivations, such as convenience, confidence in results, and peace of mind.

The primary use cases and respective tasks included:

Design Ideation

The primary use cases provided the foundation for early design concepts that aligned with our high-level design goals. Each concept initially focused on two core screens:

Appliance Overview Screen – Displaying appliance status, active cycles, and key actionable insights at a glance.
Cycle Programming Screen – Enabling users to select, customize, and start wash or dry cycles, including custom cycles and remote control options.

The use cases also helped identify high-engagement areas of the app — the interactions most likely to drive recurring usage. These insights informed initial visual concepts, which in turn set the overall design direction for the app.

To ensure these concepts fit into a cohesive experience, I worked on a high-level information architecture (IA). This involved:

Defining the key pages and screens that would serve as the backbone of the app.
Mapping how users would navigate between primary screens and secondary or future pages.
Laying the groundwork for scalable design, so new features could be integrated without disrupting the core experience.

This approach allowed us to balance immediate design priorities with long-term scalability, creating a strong foundation for detailed UI and interaction design.

To generate creative solutions, I organized a design ideation session with the entire UX team. The goal was to think broadly, explore high-level concepts, and generate a wide range of ideas from diverse perspectives.

Most of the design team in the Benton Harbor office gathered in a room to ideate and sketch high-level app concepts. Remote team members joined via teleconference, sketching their ideas in Sketch and sharing their screens with the in-office group in real time.

The session began by presenting the problem statement along with key research findings as stimuli for ideation. Team members sketched numerous concepts and proposed a variety of innovative approaches, which led to several promising directions for the app redesign.This collaborative process ensured that our early concepts were grounded in user insights, while also leveraging the collective creativity of the team to explore new interactions, layouts, and experiences.

Here are a few of the concepts the team sketched. These primarily explored ideas for the landing page, the set cycle page, and the high-level user flows.

After the broader UX ideation session, I conducted a multi-day deep-dive to further explore and refine the concepts generated by the team. During this process, I:

Developed additional ideas based on emerging patterns and user needs.
Sketched multiple concepts to visualize potential interactions and layouts.
Incorporated the best ideas generated during the team session to ensure continuity and alignment.Using this combined set of insights, I defined a high-level information architecture (IA).

The IA established the structure and hierarchy of key screens, guiding the creation of realistic designs and mockups. This framework ensured that subsequent UI development was both user-centered and scalable, laying the foundation for detailed design execution.

Preliminary Information Architecture (IA)

The preliminary information architecture (IA) was informed by the primary use cases, the content from the existing app, and ideas generated during ideation sessions. It was designed with a flat structure and minimal depth, allowing users to navigate easily across various information modules.

This version of the IA was sufficient to:

Define navigation patterns.
Identify key screens required to establish the app’s overall design direction.

A more detailed IA would be developed later, once initial concepts were approved and the design direction for the remaining screens and features was finalized.

The preliminary version of the information architecture focuses on high-level information classification and includes detailed coverage of the Appliance module, which was identified as the high-engagement area based on primary use cases.

After establishing the high-level information architecture, I turned my focus to the high-engagement pages:

• Appliance Overview Page

• Appliance Details Page

• Set Cycle Page

The goal was to define a more detailed information architecture for these pages, ensuring that key content, actions, and interactions were intuitively organized. This allowed us to prioritize user needs, highlight high-value functionality, and set a clear design framework for subsequent screens.

The figure shows first draft of the appliance module information architecture organized based on the importance of the information.

To ensure efficient task completion, I designed the information architecture so users could view essential information (e.g., appliance status, cycle status) and perform key actions (e.g., setting a cycle, ending a cycle, enabling Fresh Hold) directly on the Appliance Overview page, while still providing single-tap access to detailed information when needed.

In the detailed IA, content was divided into three categories:

1. Critical Information – Information required to prevent task blockage.

2. Necessary Information – Information needed to complete tasks efficiently.

3. Optional Information – Information not required to complete the task.

Each piece of content was ranked 1, 2, or 3 according to its category, establishing a clear hierarchy for screen layouts.

Navigation Pattern:

Next, I evaluated potential navigation models for the app:

• Hub-and-Spoke Navigation

• Tab-Based Navigation

After comparison, the tab-based navigation model was chosen for its efficiency, ease of access, and alignment with our experience principles. This pattern allowed users to quickly switch between high-value sections without losing context.

High Engagement Page Layouts:

Using the use case tasks and task tables, I analyzed what users needed to do on each screen and mapped the information accordingly. Each high-engagement page — Appliance Overview, Appliance Details, and Set Cycle — was structured to reflect the hierarchy from the IA: critical, necessary, and optional information, ensuring users could complete tasks efficiently while maintaining clarity and focus.

Each high-engagement page was structured into three distinct sections, all visible by default without requiring the user to scroll. This approach:

Provides users with a quick overview of the variety of content available on the screen.
Encourages further exploration by signaling additional information below the fold.
Supports efficient task completion by keeping critical and necessary information immediately accessible.

This layout strategy balances clarity and discoverability, helping users engage with the app quickly while still offering depth when needed.

The first figure shows tabbed navigation pattern anchored to the bottom of the viewport going users easy access to all core modules of the app. The second figure shows the division of the page in three sections that’ll be assigned to the different type of content based on how the hierarchy of the information.

Before diving deeply into visual and interaction design, I ensured that all design decisions were guided by the high-level experience goals defined early in the process. These goals acted as principles to steer the design, keeping the focus on user needs and business objectives.

I translated the high-level experience goals into concrete, low-level design goals, which informed:

The information architecture of the app
The interaction patterns for key screens
The conceptualization of high-engagement pages, including the Appliance Overview and Cycle Programming views

This translation process ensured that every design decision — from content hierarchy to screen layout and interactions — remained aligned with the intended user experience, providing a clear connection between strategic goals and tangible design outcomes:

Low-Fidelity Mockups of the Front Runner Concepts

With the UI layout strategy established, I created several mid-fidelity wireframe concepts to explore different approaches for the app. Out of these, four concepts emerged as front-runners, selected through a design team voting session.

At this stage, I focused exclusively on the Appliance Overview page, the app’s highest-engagement and most critical screen, to ensure the core experience was strong before expanding to other pages. This allowed us to iterate quickly on the most impactful part of the app while keeping the design process efficient.

These early concepts for the Maytag mobile app’s appliance screen explored different arrangements of appliances and varied approaches to accessing favorite or recently used cycles.

Each Appliance Overview concept varied based on:

Information Density – How much content is shown on the overview page.
Appliance Layout – The arrangement of appliances on the screen.
Available Actions – The interactions and controls presented directly on the page.

The concepts were presented in a design leadership review, where Concepts A and D were shortlisted as potential candidates. The leadership team recommended conducting a low-fidelity user study with these two concepts to determine which one resonated most with users before moving forward in the design process.

Usability Testing & Design Down-Selection

Research goals and planning:

To validate our design direction, I conducted a low-fidelity usability study comparing Concept A and Concept D. The objective was to measure clarity, ease of use, and perceived efficiency for completing key tasks on the Appliance Overview page.

Goals of the Study:

Identify which version of the Appliance Overview page users preferred, and understand the reasons behind their choice.
Determine whether the layout of all pages was clear and easy to understand.
Assess the discoverability of key information across pages.
Measure the efficiency of task flows when completing common actions.
Evaluate whether the navigation felt intuitive to participants.

This structured approach ensured that insights went beyond visual preference, focusing on usability, efficiency, and clarity—core experience principles for the app.

Since the user researcher was not available full-time during this phase, I took on the entire research process—from planning to reporting findings. To ensure the study included participants representative of our target audience, I collaborated with the market researcher and brand manager to recruit candidates who matched the profile of Maytag’s core customers, known internally as Trust Keepers.

Test prototypes:

I put together couple of interactive prototypes in Sketch for the usability testing. The prototypes allowed users to do following tasks:

See the default pages when no activity is going on on either washer or dryer
Set a wash cycle
See the high level status of the wash cycle
See the detailed status of ash cycle
Cancel or pause the cycle
Jump to other tabs
Read quick tip

The figure illustrates the navigation flow between the Appliance Overview page and the Appliance Details page as implemented in the prototypes. Two different concepts of the Appliance Overview page share a single concept of the Appliance Details page, which can exist in two distinct states. These designs also would also serve as template for other screens which will cover many other scenarios for the same use case.

Outcome of the user study:

The study was conducted remotely and unmoderated on usertesting.com as a within-subject design, allowing each participant to experience both concepts. The results revealed that Concept D resonated most with participants. While Concept A performed reasonably well, the majority still preferred Concept D when asked to choose one.

The top reasons for choosing Concept D included:

Efficient navigation and simplicity — participants found it easy to move through the app without unnecessary steps.
Balanced information density — the landing page presented just enough valuable information without feeling cluttered.
Quick access to recent cycles — fewer taps were needed to reach recently used cycles, which participants appreciated.

Following the study, I shared the findings with design leadership and key stakeholders. They agreed with the results and approved moving forward with Concept D as the foundation for the final design direction.

Style Guide & Design System Setup

With the design direction set, I expanded the chosen concept into additional low-fidelity screens. This provided the visual and motion design teams with the structural foundation they needed while developing the style guide in parallel.

As part of this collaboration, I worked closely with the visual designers to explain the functional nature of each UI element—how it behaved, where it appeared, and how users would interact with it. This ensured that the colors, typography, and motion guidelines in the style guide would not only be visually appealing but also functionally aligned with the interaction design.

The figure shows the color palette used for various UI elements in the low-fidelity mockups, along with the intended purpose of each color.

For the style guide development, I participated in a visual design workshop led by the visual design team. Together, we defined the core visual aspects of the app, ensuring they were firmly grounded in the founding principles of Maytag appliance design.

Each principle served as a lens for decision-making, guiding a specific area of the visual language—such as color, typography, iconography, and motion—and directly influencing the corresponding moodboard during the exercise. This approach ensured a cohesive look and feel that reflected Maytag’s brand heritage while supporting the app’s functional requirements.

The principles articulated what the Maytag brand stands for—and what it does not—serving as the foundation for the app’s style guide and guiding all design conversations throughout the process.

While the visual and motion designers worked on the first draft of the high-level style guide with multiple visual options, I focused on identifying reusable UI elements from the high-engagement pages. I handed these components to the visual designers to incorporate into the design system for the project.

Since the objective at this stage was to produce the initial set of high-fidelity mockups—both for usability testing and leadership review—we prioritized only the UI elements from the most critical pages. These high-engagement screens served as the foundation for the rest of the app’s design, ensuring consistency as we expanded into additional modules in later phases.

The figure shows annotated mockups of the high-engagement pages, with each UI element highlighted and accompanied by detailed interaction notes.

Once the style guide was finalized by the visual design team and approved by design leadership, the first version of the design system was built. Leveraging this system, I created the initial set of high-fidelity mockups for the app.

Design Intent - High Fidelity Prototypes

The high-fidelity mockups adhered to the Maytag mobile app style guide and leveraged components from the initial design system.

The Appliance Overview page underwent slight adjustments from the wireframes. Design leadership requested a highly symmetrical layout that placed the appliance at the visual focal point of the screen. In response, the visual design team and I collaborated to refine the landing page layout, ensuring it met this requirement while maintaining usability and clarity.

For the other pages, the leadership team was satisfied with the wireframe designs, so the high-fidelity mockups closely reflected the original layouts, preserving the structure and functionality established during early design iterations.

The Figure shows the evolution of the design of Appliances Overview page from wireframe phase to hi-fidelity mockup.

Designing the remaining pages was largely a straightforward process, using the high-fidelity UI components to translate the wireframes into fully realized visual designs.

However, there were several key aspects of the visual design where I played a pivotal role:

Illustrated appliance icons: I advocated for illustrated icons instead of photographs to avoid potential user confusion caused by the similarity between washer and dryer designs.
Font sizing and iOS guidelines: I emphasized referencing iOS design guidelines and reusing font sizes from there, rather than adopting the larger fonts from Maytag’s web guidelines. While the web typography worked for the website, it would have been inefficient and cramped for the mobile experience.

These decisions helped us create a design that was usable, on-brand, and distinctly Maytag, while fully meeting the experience goals established early in the project.

These are the designs that were produced with the help of style guide and first draft of the design system and were presented these to the leadership.

Myself and the visual design team presented the high-fidelity designs first to design leadership, and then to stakeholders from product, engineering, and marketing. During these presentations, we explained how the design addressed user pain points in the existing app and demonstrated how it aligned with the experience goals established at the start of the project.

The new design received overwhelmingly positive feedback, prompting its inclusion in the annual Board of Directors showcase. I created an interactive prototype that simulated key flows, including setting a cycle and viewing appliance statuses in various scenarios. The prototype ran on multiple iPhones, allowing board members to experience the app hands-on as if it were fully functional.

For the board of directors’ demo, we set up six iPhones running the app prototype, showcasing the high-engagement screens along with supporting screens needed to complete key tasks.

After the design was approved by the leadership which paved path for creating the full specifications to be delivered for the rest of the app.

Once the high-fidelity visual designs were finalized, I focused on defining interactions and motion patterns for the app’s key screens. This included:

Interactive flows: Mapping out how users would navigate between high-engagement pages, access appliance details, and perform common tasks like starting or pausing cycles.
Motion design collaboration: Working closely with the motion designer to define subtle animations and transitions that reinforced hierarchy, provided feedback, and improved perceived responsiveness.

To support future scalability and reduce engineering effort for UI updates, I proposed decoupling the frontend from the backend. This approach allowed UI changes to be implemented independently without causing significant backend work. I collaborated with engineers to build a proof of concept, which was later presented to design leadership. This initiative eventually evolved into a larger mobile app framework, creating modular, reusable code for the app.

Trade-offs and compromises:

The framework initially applied only to high-engagement pages (Appliance Overview, Appliance Details, Set Cycle) to test its effectiveness.
The remaining screens continued using the legacy code, allowing us to deliver the app on schedule while validating the new architecture.

This approach resulted in a modular, maintainable app that balanced design flexibility with engineering efficiency, enabling faster iteration for future features while maintaining a cohesive user experience.

Outcome

Ultimately we had the design that closely matched our experience goals which were set at the beginning of the project. We once again guerrilla tested the design with internal users and received overwhelmingly positive feedback. The users felt the app was extremely easy to navigate with low cognitive load, it also feel engaging and motivates them to buy more Maytag branded smart appliances to use the app with.

After the test, I put together detailed design specs, handed those over to the developers and moved on to design other modules of the app.

The figure presents screenshots of the Sketch file’s sidebar, showcasing the structured organization of specifications. This approach was praised by both developers and stakeholders for its clarity and ease of navigation, streamlining collaboration throughout the project.

Detailed design specifications with development notes were created in Sketch and Figma. We started with Sketch and soon switched to Figma which was adopted as a new UI design tool by the company. While creating detailed specifications I organized designs into following pages which would contain highly detailed UI flows of each module. This organization had evolved over the period of time during the app was designed.

The development of the new app took a year and a half, and it was finally launched in early 2021 on both the iOS App Store and the Android Play Store. This marked a significant milestone for Maytag smart appliances. The app was first announced on the Maytag website and social media platforms.

The Maytag website announced the app, emphasizing its advantages when used with Maytag smart appliances.

Impact

The Maytag app on the iOS App Store has experienced a surge in downloads immediately after the launch and has received overwhelmingly positive ratings, significantly surpassing the previous version that had only a 1.5-star rating.

Following the release of the redesigned Maytag Smart Appliance app on Feb 2021, it saw a rapid surge in adoption. The redesign delivered a measurable business impact within a year of release:

iOS App Store Ratings: Increased from 1.5 stars to 4.5 stars within a year.
Monthly VMAX Series Connectivity Rates: Grew by 10.3%, indicating stronger appliance engagement.
VMAX Series Install Base: Scaled 193% (from 88k to 258k units), reflecting improved adoption of connected appliances.
App-to-Clean Usage: Increased 53% (from 58k to 89k cycles started/scheduled), showing higher user engagement.
Actionable Notifications: Grew 170% (from 7k to 19k post-cycle actions), helping users interact more effectively with the app.
Voice Commands: Jumped 716% (from 18k to 150k), highlighting increased adoption of advanced smart features.
Record-Breaking Usage: October 2021 marked a record month across all high-value actions in the app.

These results demonstrate that the redesign successfully addressed user pain points, improved the overall experience, and directly contributed to increased adoption and sales of Maytag smart appliances.

Conclusion & Takeaways

The Maytag Smart Appliance app redesign demonstrates how user-centered design, strategic alignment with business goals, and close collaboration across teams can drive measurable impact.

Key takeaways from the project include:

Design drives business results: Thoughtful UX improvements directly influenced engagement, appliance connectivity, and sales.
Cross-functional collaboration is critical: Working closely with product, engineering, marketing, and visual/motion design teams ensured that the solution was feasible, scalable, and aligned with brand goals.
Balancing short-term delivery with long-term architecture: Introducing a modular front-end framework allowed for future scalability while delivering immediate improvements.
Data-informed decision making: User research, low-fidelity testing, and stakeholder feedback guided design choices, ensuring that solutions resonated with the target audience.
Brand differentiation matters: A distinct, on-brand visual and interaction design elevated the Maytag smart appliance experience beyond a generic connected appliance app.

Overall, this project reinforced the value of holistic design thinking in creating engaging, usable, and business-impactful experiences in the smart appliance space.

Learning

Positive Aspects

Design quality: Users repeatedly highlighted the app as one of the easiest-to-use experiences they had encountered, both during testing and after launch.
Design process efficiency: The team moved quickly from concept to early development without compromising quality, while intelligently streamlining some redundant checkpoints, such as certain stakeholder design reviews.
Collaboration: Designers and engineers worked together effectively to solve technical challenges, balancing design quality with minor compromises when necessary.

Areas for Improvement

Quality of visual design in production: We lacked enough good quality and experienced front end developers since the best developer were put to work on the back end side which led the production UI to be low quality in terms of fit and finish.
Industrial design like approach to software design: The app landing page was heavily influenced by the static information on the wireframes which was used by the visual designers as is without considering dynamic nature of the information. I could have made it clear to them sooner than later.

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