EPP from IN-trovert to EX-trovert. Strategic cooperation between HSV / FLEX. Introduction FLEX analysis EPP-concept next steps

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Buck Wilkins
5 years ago
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1 FLEX/ theinnovationlab EPP from IN-trovert to EX-trovert Strategic cooperation between HSV / FLEX

2 FLEX/theINNOVATIONLAB Some background information

experience in product design and development and

3 Who is FLEX? Our basics - 27 designers en engineers - 3 model makers (FLEX/theWORKSHOP) - 4 designers in office Praag (FLEX/Cocoon) - Almost 20 year of experience in product design and development and packaging design - Clients are both Dutch small and medium sized companies and multinationals

4 Who is FLEX? FLEX organization FLEX/INNOVATION HOLDING BV COCOON Sro FLEX/theINNOVATIONLAB BV FLEX/theWORKSHOP BV FLEX/CONCEPTS BV FLEX/COCOON Sro design & development of structural packaging models and prototype trial series pro-active innovation joint ventures Structural Packaging Eastern Europe consumer products royalty contracts Engineering professional systems

5 Who is FLEX? FLEX mission statement FLEX / the INNOVATIONLAB titel: Consumentengedrag & Verpakkingen tel: +31 (0)

6 Three design areas from design research to engineering: Durable consumer products Professional products Structural Packaging Design

7 Insight What sets us apart? Our Expertise: - 20 years of experience in the development of consumer products, structural packaging and professional equipment. - Extensive knowledge of materials and production methods - 'State of the art' design tools (SolidWorks, Pro-E, UX, etc) - A multi-national group of designers - Full (rapid) prototyping workshop

8 Who is FLEX? Some of FLEX Clients 3D Packaging Design Consumer products Professional products

9 Continuity Flex financial track record EUR For almost 20 years FLEX has been a financially sound organization FLEX has an excellent track record. - We have built long lasting relationships with many of our clients Our aim is to offer the best price/ performance in the industrial design 1.5 market - The success of our clients is our success Design is our business; with our design we create your business!

10 Insight What sets us apart? We play a vital role in the design management and innovation strategy of brands like Skil, Philips, Grolsch and Albert Heijn.

11 Insight What sets us apart? We believe in truly innovative products

12 Reliable It s in our results! Innovation is not a goal but the means to create profit, cost reduction or larger market shares. Our products are the basis for strategic company goals!

13 Results for clients Stackable cutlery for Haval Disposables From generic identity to A-brand Savings of 70% in storage and transport 18% material savings 30% increase in export 15% higher market share

000 Cost Packaging cost 0% Packaging materials

14 Results for clients Albert Heijn private label Investment R&D EUR Tooling EUR Cost Packaging cost 0% Packaging materials +10% Logistic cost -10% Results Brand market leader Sales +300%

15 Results for clients CocaCola logistic system Investment R&D EUR Tooling EUR Cost Outer packaging cost 0% Materials -30% Logistics /y

16 Results for clients 1-2-Paint - 40% increase in shelve presentation - 20/40% increase in turnover in first year - winner of several design and innovation prizes

17 Results for clients new packaging for KPN ROI: - 28% call reduction - Total investment less then EUR ,- - Cost reduction in first year EUR ,- Design quality - Winner of prestigious Red-Dot design award

Results for clients new product development for HERO Estimated production volume in first years: 1.500.000

18 Results for clients new product development for HERO Estimated production volume in first years: years after launch: produced Launching platform for many other innovations Revitalization of the HERO brand Export of the concept to many other European countries Since 2009 export of concept to US

19 New reality creating new business The success of Fruit2day has created jobs for more than 80 employers.

20 Insight the process phase 0 / Vision development phase 1 / Concept development phase 2 / Concept refinement phase 3 / Engineering phase 4 / Implementation - design research / DesignGame - brainstorm - sketching /computer visualization - model making - computer rendering - prototyping - 3D CAD (Pro-E, Solid Works) - mechanical design, design for assembly - prototyping -testing - final specification -BOM - manufacturing support

21 Insight the process a case study; designing Skil power tools

Case: Skil power tools The European branch of Skil power tools wants to create opportunities by using a new segmentation of its market: DIY versus semi-professional For both segments the essential

22 Case: Skil power tools The European branch of Skil power tools wants to create opportunities by using a new segmentation of its market: DIY versus semi-professional For both segments the essential product characteristics need to be developed. Objectives: - New definition of both segments - A new consistent design language unique and recognizable for Skil power tools - Clear communication of the essential differences between DIY and semi professional - Relevant USP s for both segments

23 Case: Skil power tools DIY (Do-It-Yourself) (Entry-Level-Professional) ELP Your partner in turning your house into your home Your partner in turning a house into a home hot & emotional rational

24 Case: Skil power tools DIY Design characteristics diagonal main direction of lines in direction of work piece/ operational part of the tool, clear-cut working direction - dynamic, fast - dynamic line is main line of the tool - (dynamic dispersal of lines) ELP Design characteristics more horizontal/vertical main direction of lines in direction of work piece, though less explicit than DIY - sturdy, reliable, dependable - balanced direction of lines - subtle parallelism of lines

25 Case: Skil power tools DIY Design characteristics - soft grip can be used as explicit styling element - also on non-grip areas ELP Design characteristics - soft grip only on crucial ergonomic areas - not on non-grip areas

26 Case: Skil power tools DIY Design characteristics graphics: features are to communicate for sales and usage (not cartoonesque ) ELP Design characteristics graphics: only where functionally needed (more background, less present)

27 Case: Skil power tools Fitting the housing to the donor parts

28 Case: Skil power tools Creating clear unique selling points

29 Case: Skil power tools Defining precise color schematics; finalized in a design manual

30 Case: Skil power tools 1:1 foam models

31 Case: Skil power tools 3D-CAD modeling

diagonal, dynamic, speed ELP Design characteristics more straight lines incl

32 Case: Skil power tools DIY Design characteristics more explicit skewed and curved lines curved and tensioned lines with radius main direction of lines diagonal, dynamic, speed ELP Design characteristics more straight lines incl (more) geometric shapes (eg circle) direction of lines horizontal, sturdy, reliable

33 Case: Skil power tools Roles FLEX plays for SKIL Europe: 1. Design Management 2. Creativity workshop facilitator 3. Product development management 4. Styling 5. Model making 6. Engineering (Pro-E / SolidWorks / UniGraphics) 7. Interface for production (China)