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Styling Update for a Consumer Product with Tooling Modification

Styling Update for a Consumer Product with Tooling Modification

Refreshing design and modern features—achieved in 8 weeks with smart, cost-effective tooling updates, resulting in only ⅓ of the original estimated tooling cost by reusing two out of three tools.

Highlights

  • Industry: Consumer Goods – Lawn Care Equipment
  • Project Duration: 8 Weeks
  • Services Provided: 
    • Industrial Design and Styling 
    • Plastic Design 
    • Tooling Design
    • Tooling Analysis

Background

A mid-sized consumer product division, specializing in lawn care equipment, recognized the need to refresh the design of one of its products. This update was essential to highlight new technologies and maintain a competitive edge in the market. The existing design did not adequately reflect the latest technology from a customer perception standpoint, and consumers generally perceived the product as outdated compared to newer models from competitors. The core challenge was to modernize the styling of the main user interface to showcase contemporary features while minimizing costs. This was achieved by modifying existing plastic injection mold tooling and limiting the number of tools requiring modification. The existing team brought ATG fractional team members onto the project to augment their staff and capability, including styling, plastics, tooling design, and project management.

Objective

The primary goal was to revitalize the product with a modern industrial design that would resonate with contemporary consumers, without incurring the costs typically associated with developing entirely new manufacturing tools. This project needed to be completed within an aggressive eight-week timeframe, ensuring it was ready for implementing a temporary tooling modification on the production tool between production part runs.

Team Composition

The project team consisted of an industrial designer, a styling engineer, a tooling designer, and a project engineer. Their collective expertise was pivotal in achieving a harmonious balance between aesthetic enhancements and practical manufacturing considerations.

Design Phase

During the design phase, the team efficiently completed several key tasks within the allotted eight-week timeframe. The process commenced with thorough market research to identify current product trends utilizing similar technology, ensuring the new design aligned with prevailing consumer expectations.

Crucial meetings with the client helped clarify their vision and general expectations, which subsequently guided the development of several distinct design concepts. These concepts were then presented to the client for comparative review and collaborative feedback, and the insights gained were analyzed to pinpoint the most preferred design elements.

A comprehensive review of the existing tooling was followed to assess the feasibility of modifications. Once the viable adjustments were identified, the team created detailed CAD models for the parts and the necessary tooling modifications. A modified plastic dash styling concept was created as part of a second phase, leveraging existing minimal tooling modifications, a task accomplished within two extra months.

Finally, a modified assembly process procedure was developed to streamline the production workflow.

Findings

Key insights from the design phase highlighted a consumer preference for minimalist designs incorporating high-tech features, such as an updated color display and a reduction in visible switches and indicators. The existing tooling was determined to be adaptable but required precise modifications to support the new design features. This was particularly critical for the interface assembly, especially where optionality demanded careful interface management.

Proposed Solutions

The design update involved several strategic changes:

  • Exterior Redesign: Introducing a sleek, streamlined assembly featuring a matte finish and minimal visible screws or buttons, significantly enhancing the modern look and feel of the product.
  • Tooling Adaptation: Modifying existing molds to incorporate new design elements seamlessly. This included more ergonomic switches and a redesigned base accommodating a color display.
  • Feature Highlighting: Adding subtle labels and graphics around the control panel to emphasize the product’s advanced technology features effectively.

Implementation and Cost Analysis

The tooling engineer developed a detailed and strategic plan for modifying the existing molds. This approach significantly reduced costs compared to producing entirely new tools. The client then created prototypes using these modified tool designs. This step was crucial to ensure that the new design met both aesthetic and functional standards and to facilitate customer focus groups with the latest design iteration.

Results

The styling update successfully met the company’s objectives by delivering a visually appealing and functionally improved product without requiring extensive new tooling investments. The project resulted in limited tooling changes, with the ability to reuse two of three existing tools, leading to only one-third of the original estimated tooling cost. This outcome effectively demonstrated how strategic tooling modifications can rejuvenate an existing product line, increasing market competitiveness and bolstering consumer interest.