Raaco Experince project

Toolboxes Industrial Design & Product Development

University of Halmstad, Sweden April, 2006

International Team Group Members

Camilla Schough Biomechanical Engineer and Product Development | University Halmstad | Sweden

Lars Uddstrand Engineer and Product Development | University Halmstad | Sweden

Brian Devine Industrial Design | University of Kansas | USA

Peter Schreckensberger Design Management | University of Applied Sciences Salzburg | Austria

Overview Content of the Presentation

1. General Background Introduction / History

2. Project Design Process Approach Methology

3. Problem Analysis Environment Research User Interview Target Group Marketing Research

4. Problem Definition Task-Project Definition

5. Ideation-Phase Brainstorming Mindmapping Functional Analysis Morphological Box Scenario Management

6. Concept-Phase Development Concept A|B|C Feature List Overwiew - Open Discussion

1. General Background Introduction / History

History of Tool Transportation 800

Wooden toolboxes are used

1500

Thin plate is developed

1910

First plastic bakelite is developed

1930

Polystyrene and PVC is developed

1956

Moulding becomes industrial whith the plastic feeding screw

1980

Plastic molding becomes CNC automated, mass production

2000

Globalization, rapid prototyping, encourage Different material and functions

Industrialisation Mass Production of Toolboxes

2. Project Design Process

1. PROBLEM ANALYSIS

Approach Methology

Week 12 - 13

Marketing Research / Environmental Analysis SWOT 5 Factory Model Perceptual Map Brand - Identity Wheel Attitude - Map

Means - End Chain Brand - Lead Wheel Branding Triangle Semantic Brand Etc.

Brand Strategy

Week 17 - 13

Segmenting | Targeting | Positioning

2. IDEATION PHASE Solution Versions / Concepts Brainstorming Sketching

Means - End Mind Mapping

Concepts

A B C

26. April 2006

Week 21

Week 14 - 20

3. REALIZATION PHASE Problem Solving / Specific CAD Modelling

Technical Optimzing

Product Language Guidelines (Corporate Design) Usability Shape |Material |Color Interface Interaction

4. FINAL RESULT Optimized Product Unified / strategic product family

Target group optimized design

3. Problem Analysis Environment Research

Tool Store / Building Site

-

similar product shapes and colors similar product functions shape depends on the user open- vs. closed-case hard- vs. soft-case

-

private vs. industrial use transport of tools from one place to another transport of tools could be better organized different boxes who don´t fit together too many unused tools were taken to the building site

3. Problem Analysis User Interview

Transport · · ·

Heavy weight, no problem Problems with wheels Non-ergonomic transport

Shape / Color of the Case (External) · · · · · · · ·

Non-ergonomic handle Shape of the case It´s easier to carry a not too high case Color code Understand which side is the top Possibility for Labels Customized cases Frequently used tools outside the box

3. Problem Analysis Target Group

Serviceman

Industrial Electrician

Carpenter

Plumber

3. Problem Analysis Marketing Research

Product Portfolio Toolboxes

Toolchest

Assortment Boxes

Storage Cabinets

Benchmark Competitors

Perceptual Map Competitors

Broad Product Range

*

* *

Inconsistent

Consistent

*

*not only toolboxes Narrow Product Range

4. Problem Definition Task-Project Definition

Conlcusion of Problem Analysis / Research

- a lack of effective toolbox transportation - time-consuming - no smart system to organize tools used for different kind of assignments - raaco have a good image of quality, but they are inconsistenct in design

5. Ideation-Phase Mindmapping

5. Ideation-Phase Brain Storming

Ways to transport tools

Beaming Delivered Straps Roll (carpet) Vacuum pipe Magnetism Wheels Ramp Escalator Tanks tread Remote control Traceable Bike Cylinder Helium filled Zip cord Parachute

Sail Robot (helper) Rapid prototyping Cherry picker Slide Hovercraft Air pressure Backpack Trolley Golf trolly Suction cup Snake movement Millipede Trail 3 wheel system Wheel-Barrow

5. Ideation-Phase Morphological Box

Transport

Module stacking

Organization

boxes

123

walls

Legos

magnets

ABC

color

numbers

letters

shapes

comination

internal plug

cord clips

belt

radio

magnet strip

GPS tracking

alarm

Opening

Features

Security lock

lock / chain

sitting

standing

Benefit

lamp

waterproof

cupholder

clamps

5. Ideation-Phase Scenario Management

Electrician´s Schedule Process

Electrician´s Tool Groups Color Code color

A LABEL MAKER

Primary Equipment B

Secondary Equipment C

Components D Personal

Carpenter´s Schedule Process

Carpenter´s Tool Groups Color Code color

A

Primary Equipment B

Secondary Equipment C

Components D Personal

6. Concept-Phase Development

6. Concept-Phase

Concept

A

Multifunctional Base Multifunctional base with a frame of metal and the combination possibility with different kind of tool boxes.

Transport functions: - Backpack - Trolley - Shoulder strap - One hand - Two hands - Transport with crane

Concept

A

Concept

Backpack Toolchest A chest unit with several changeable drawers in different sizes.

Transport functions: - Backpack - Trolley - One hand

B

Concept

B

Concept

C

Rolling Workstation Units that can be used as separate tool boxes or stacked to a rolling workstation. Individual units with special features, customer can assemble their own workstation for their unique demands.

Transport functions: - Trolley - One hand

Concept

C

6. Concept-Phase Feature-List

Lock lock

Integradet Electric Wire Electric Plugs internal plug

Light lamp

First Aid

Color Code color

Basic Equipment (outside) magnet strip

6. Concept-Phase Overwiew - Open Discussion

Concept

A

Concept

B

Concept

C

Multifunctional Base

Backpack Toolchest

Rolling Workstation

Multifunctional base with a frame of metal and the combination possibility with different kind of tool boxes.

A chest unit with several changeable drawers in different sizes.

Units that can be used as separate tool boxes or stacked to a rolling workstation. Individual units with special features, customer can assemble their own workstation for their unique demands.

Transport functions: Backpack Trolley One hand

Transport functions: Backpack Trolley Shoulder strap One hand Two hands Transport with crane

Transport functions: Trolley One hand

lock

internal plug

lamp

Feature

color

magnet strip

Thanks!

End Mid-Presentation

Final Presentation Industrial Design & Product Development

University of Halmstad, Sweden May, 2006

Project Design Process

1. PROBLEM ANALYSIS

Approach Methology

Week 12 - 13

Marketing Research / Environmental Analysis SWOT 5 Factory Model Perceptual Map Brand - Identity Wheel Attitude - Map

Means - End Chain Brand - Lead Wheel Branding Triangle Semantic Brand Etc.

Brand Strategy

Week 17 - 13

Segmenting | Targeting | Positioning

2. IDEATION PHASE Solution Versions / Concepts Brainstorming Sketching

Means - End Mind Mapping

Concepts

A B C

26. April 2006

Week 21

Week 14 - 20

3. REALIZATION PHASE

23. May 2006

Problem Solving / Specific Function

Appearance

Product Language Guidelines (Corporate Design) Usability Shape |Material |Color

4. FINAL RESULT Optimized Product Unified / strategic product family Target group optimized corporate design

Approach Methology BRAND IDENTITY Identity Prism Steering Wheel

APPEARANCE Shape, Material, Surface, Dimension

POSITIONING Active versus Future Market

Future Feature

FUNCTION Opening Mechanism Stackablility Transport

?

Strategic Design Language

IDENTITY FEATURE Color Code Most Used Tools

Approach Methology BRAND IDENTITY Identity Prism Steering Wheel

APPEARANCE Shape, Material, Surface, Dimension

POSITIONING Active versus Future Market

Future Feature

FUNCTION Opening Mechanism Stackablility Transport

?

Strategic Design Language

IDENTITY FEATURE Color Code Most Used Tools

1. Positioning

Benchmark Competitors

Product Portfolio Toolboxes

Toolchest

Assortment Boxes

Storage Cabinets

Perceptual Map Competitors

Broad Product Range

*

* *

Inconsistent

Consistent

*

?

Strategic Design Language

*not only toolboxes Narrow Product Range

Product Range Current

Home-Use

Professional Work

Progressive

Professional

Traditional

Home-Use

Product Range

Professional Work

Progressive

Progressive

?

Strategic Design Language

Professional

Traditional

Home-Use

Home-Use

Future

Task-Project Definition

Define a strategic design language for existing and new Raaco products.

The new Raaco appearance should be a design standard for the next 15 years.

The unique design should increase the brand recognition and emphasize Raaco´s high quality products.

- the team members-

Approach Methology BRAND IDENTITY Identity Prism Steering Wheel

APPEARANCE Shape, Material, Surface, Dimension

POSITIONING Active versus Future Market

Future Feature

FUNCTION Opening Mechanism Stackablility Transport

?

Strategic Design Language

IDENTITY FEATURE Color Code Most Used Tools

2. Brand Identity

Brand Identity Prism Current Appearance

Sender View

Long-Term Investment Multifunctional Systems

ce n ra a pe

Bi-Manual

Pe rso na li

ty

Masculine Generation Independent

Culture

Relationship

External Oriented

Ap

Different Scope Of Applications

Technical Interested

Re Cu flect sto ion me r

ya a rtr er o -P om f l Se Cust

Receiver View

Middle-Class Typical Assignment of Family Activities

l Brand Allegiant Expertised

Internal Oriented

Resistant Material

Brand Steering Wheel Current Appearance

Competence Raaco´s strong plastics Advanced Systems

Tonality Confident Scandinavian Established Multifunctional

Quality Versatileness Functionality Environmental Awareness

Benefit & Reason Why Left-Hemisphere

Brand Image Right-Hemisphere

Brand Expression Trigger Words

High-End

Loyalty Safe Environment Independence

Professional

Proud of Work Futurity

Intelligence

Home-Use

Joy Leisure

Progressive

Adventure Creativity

Brand Image Mood Expression

Working for your

Independence

we make the system

Approach Methology BRAND IDENTITY Identity Prism Steering Wheel

APPEARANCE Shape, Material, Surface, Dimension

POSITIONING Active versus Future Market

Future Feature

FUNCTION Opening Mechanism Stackablility Transport

?

Strategic Design Language

IDENTITY FEATURE Color Code Most Used Tools

3. Appearance

Expression Existing Product Range

base-product

Expression New Shape

real man

stable

masculine

unique versatile

functional

heavy tools adaptable stackable

easy to use modular

independent freedom

intelligence logical organized

Expression New Shape

masculine functional

independent intelligence

Expression New Shape

masculine functional

independent intelligence

Expression Guideline Total Appearance

Shape

Material / Surface

Color

Handle

Approach Methology BRAND IDENTITY Identity Prism Steering Wheel

APPEARANCE Shape, Material, Surface, Dimension

POSITIONING Active versus Future Market

Future Feature

FUNCTION Opening Mechanism Stackablility Transport

?

Strategic Design Language

IDENTITY FEATURE Color Code Most Used Tools

4. Function

?

Opening Mechanism

Serviceman

Plumber

Opening Mechanism

Close Toolbox

Drawer Chest

Staggered Drawers

Opening Variant 1

Opening Variant 2

Transport

Pull & Turn Handle Opening Mechanism

Stackability

Dimensions Standardised Top-View

Din A2

Box Size Standard and Big Box

Din A3

Approach Methology BRAND IDENTITY Identity Prism Steering Wheel

APPEARANCE Shape, Material, Surface, Dimension

POSITIONING Active versus Future Market

Future Feature

FUNCTION Opening Mechanism Stackablility Transport

?

Strategic Design Language

IDENTITY FEATURE Color Code Most Used Tools

5. Identity Feature

insert

Existing Insert Boxes

insert

lock

Lockable

insert

lock

color

A

Primary Equipment B

Secondary Equipment C

Personal Color Coding Components

D Personal

color

Personal Color Coding

insert

lock

color

magnet strip

Most-Used Tool System

insert

lock

color

magnet strip

First Aid

insert

lock

color

magnet strip

internal plug

Internal Plug and Wire System

Approach Methology BRAND IDENTITY Identity Prism Steering Wheel

APPEARANCE Shape, Material, Surface, Dimension

POSITIONING Active versus Future Market

Future Feature

Strategic Design Language

FUNCTION Opening Mechanism Stackablility Transport

IDENTITY FEATURE Color Code Most Used Tools

6. Strategic Design Language

Existing Prodoct

New Prodoct

Front View

Front View

TopView

Product Family

Approach Methology BRAND IDENTITY Identity Prism Steering Wheel

APPEARANCE Shape, Material, Surface, Dimension

POSITIONING Active versus Future Market

Future Feature

Strategic Design Language

FUNCTION Opening Mechanism Stackablility Transport

IDENTITY FEATURE Color Code Most Used Tools

8. Future Feature

Raaco Storage Solution

Cooperation

IT / Electronic Company

New Competitive Advantages

Organizing Box Technology

Future Feature