Blitz Magazine

Design specification
Dylan shepparD, Dave chapman & sam stewart
RepoRt

proDuct specification
RepoRt
SKUDesign

ContentS
Introduction.......................................................................................01
Redesign...........................................................................................04
User Interface...................................................................................08
Redesign Bill of Materials...............................................................09
Market Development........................................................................12
Lid + Bottle........................................................................................13
Part Design.................................................................................14
Design Specifications.................................................................15
Technical Summary....................................................................16
Body..................................................................................................17
Part Design.................................................................................18
Design Specifications.................................................................19
Technical Summary....................................................................20
Interface.............................................................................................21
Part Design.................................................................................22
Design Specifications................................................................23
Technical Summary....................................................................24
SKUDesign

IntRoDUCtIon
Throughout the process of analysing and redesigning the Kambrook Blitz2Go
blender, a broad range of influences, considerations and design developments
where undertaken. In order to produce a consumer product redesign, that not
only added value to the users experience, but also took into account the technical
limitations of DFMA requirements, a complex range of influences and design inputs
were balanced. A throughout design process was undertaken to enable the design
of a product that is both innovative and appeals to the target audience, while
maintaining economic and technical viability. To achieve this balance throughout
the redesign process, all design changes where driven by user needs, market
development and manufacturing considerations.
From initial user feedback and testing, a range of tension points where identified
throughout the lifecycle of the product, from set-up to storage. Detailed user study
revealed issues relating to specific parts in the product, as well as issues with using
the product at a holistic level. Initial redesign directions were focused on fixing
issues that arose during user testing, and related to specific areas of tension such
as the lid components, interface locking and button usage. Further problems were
identified in relation to overall product function, with the large product footprint
making storage difficult, complex sequence of use to operate the blades and an
awkward form factor that reduced the ergonomic function of the product. These
issues, at both a micro and macro scale where the impetus for design detailing and
consideration moving forward.
Once specific redesign directions were identified, a holistic design approach was
driven by establishing a new marketing plan for the Blitz2Go product range. Building
on the existing product branding, both from a marketing standpoint, and working
to develop the products semiotic language to appeal to a new market segment,
were major drivers in establishing an overall product aesthetic and form factor.
Furthermore, the design of specific product features, such as the lid snap and body,
was driven by the intent to appeal to the target user in an effort to increase the
products market share and customer appeal.
SKUDesign
01

Throughout the redesign process, iterative steps in developing the products
usability and market appeal have been ideated with the limitations and guidelines
of industrial manufacturing processes and assembly procedures. From initial
iterative concepting, design for manufacture processes have driven the design
towards a highly resolved, technically detailed and economically viable product.
Limitations of the product pricing, with the objective of maintaining parody or
reducing manufacturing cost, have led to a range of innovative approaches to
internal components, fastening methods, and overall product form factor. Reducing
the number of overall parts, minimising tool complexity, reducing injection moulding
cycle time and optimising handling and assembly processes are objectives that have
informed the redesign process.
SKUDesign
02

SKUDesign
03

cpr reDesign
BLItZ2Go LIFt
The Blitz2Go redesign is a product that meets the demand for fast, simple and
convenient food preparation and consumption, for users on the move. The product
is designed to suit the lifestyle of young active users, both in the product aesthetics
and form factor, and in the design direction of the products parts.
The Blitz2Go Lift retains the same blending function as the original product, with a
powerful 300W motor used to blend smoothies, shakes and juices. The products
redesign focused on reducing the complexity of parts, minimizing product form
factor and improving the user interaction and experience of the product as a
whole.
The Lift maintains a compact form factor, making use, storage and handling easier in
the context of small kitchens and apartments. The product dimensions are reduced
overall, with a base diameter of 96mm, and an overall height of 183mm. Each
bottle has a capacity of 500ml and a wider lid opening, enabling users to prepare
and consume a wide range of smoothies and juices. Overall, the product weighs
1.12 kg, light enough to be easily handled and stored, while maintaining stability
during use. The base housing of the Lift is designed as a dual body construction,
designed to reduce vibration, enhance durability and reduce overall product
footprint. The product base is manufactured from ABS and HIpS, and houses the
various internal components and electronics. The Lift bottles are made from BpA
free pC, making washing and cleaning easier for the user.
The Blitz2Go Lift has been redesigned to incorporate a range of innovative features
to enhance user experience and streamline manufacturing processes. Each
component has been redesigned to enhance the functionality of the product, and
work to add to the appeal of the product in a highly saturated and competitive
market. In an effort to differentiate the Lift from other products in its market
segment, features such as mobility, ease of use, aesthetics and storage have all
been redesigned to increase the products viability in its new market niche.
SKUDesign
04

Difficult to Clean
poor Surface Finish
Complex Locking
Complex parts
Mulit-Step Interface
poor Usability
Large Footprint
1.4439kg total weight
18 custom parts
$844 600 for 100 000 units
$8.446 per product
SKUDesign
05

Kinetic Interface
enhanced Mobility
Built In Affordance
Robust Cap
In Mold Detailing
Improved Structure
Cord Management
Reduced Complexity
Reduced Footprint
1.3707kg total weight, a 5% weight reduction
14 custom parts
$681 400 for 100 000 units, a 19% cost reduction
$6.814 per product
SKUDesign
06

SKUDesign
07

cpr
USeR InteRFACe
As well as improving design details, internal features and overall aesthetics, the
interaction between the user and the product has been revised and simplified.
Through user testing a range of issues relating to the interaction between the
product, components and the user were identified.
These issues were addressed by minimising interaction steps, and replacing the
button activation interface with a kinetic, push down interface solution. By replacing
the action of locking the components together, placing the bottle on the base, and
holding the bottle while pressing the button, the user interaction is streamlined and
opportunities for user error are reduced. The Blitz2Go Lift is designed to make use
of the products semiotics and form factor to develop natural affordances, prompting
the user to engage with the physical interface and improving the products overall
usability and function.
Natural affordances and designed features contribute to the products overall
usability and user interaction interface. Details on the bottle, blade housing and base
work to align the bottle in a correct orientation, to ensure locking and safe use. The
overall form factor of the product base ensures stability when pushing downwards
on the bottle, further indicating the interaction to the user.
SKUDesign
08

eDesign
BoM
# Name M
(g)
QTY MAT TYP Cost Per
Part USD
100 000
units
(Total)
Cost Per
Part USD
100 000
units
(Tooling)
Cost Per
Part USD
100 000
units
(Material)
Cost Per Part
USD
100 000 units
(Production)
1 Base (Green) 64 1 ABS C 0.297 0.041 0.254 0.002
2 Body Shell
(White)
149 1 HIPS C 0.504 0.046 0.456 0.002
4 Motor Base
Plate
12.25 1 PA66+30%
GF
C 0.133 0.040 0.092 0.001
6 Bottle 135 2 BPA FREE
PC
C 0.880 0.079 0.826 0.002
8 Lid 39.8 2 ABS C 0.189 0.030 0.156 0.002
9 Lid Snap 7.14 2 HIPS C 0.056 0.030 0.025 0.001
10 Blade Housing 43 1 ABS C 0.219 0.046 0.172 0.002
11 Safety
Mechanism
Insert
12 Female Drive
Bit
0.20 1 ABS C 0.031 0.025 0.005 0.001
5 1 POM C 0.046 0.027 0.018 0.001
13 Male Drive Bit 3 1 PA66+15%
GF
C 0.075 0.026 0.047 0.001
14 Washer (13 OD
x 6 IN, T 0.9)
15 Square Driver
Nut
0.2 1 Acrylic S 0.01
1 1 Steel S 0.001
16 Blade 14 1 Stainless
Steel
17 Shaft Housing 3 1 ABS
+Aluminium
S 0.15
C 0.042 0.030 0.011 0.001
18 Shaft Housing
Bearing
19 Blade Housing
O-Ring (Small)
20 Blade Base O-
Ring (Large)
11 1 Brass S 0.50
0.5 1 Silicone S 0.02
2.5 4 Silicone S 0.02
21 Button Housing 0.9 1 PC C 0.032 0.026 0.006 0.001
22 Safety
SKUDesign
Mechanism
Rod
09
24 Safety Seal
Insert
0.50 1 PC C 0.034 0.022 0.010 0.001
0.3 1 SIlicone S 0.01

18 Shaft Housing
Bearing
19 Blade Housing
O-Ring (Small)
20 Blade Base O-
Ring (Large)
11 1 Brass S 0.50
0.5 1 Silicone S 0.02
2.5 4 Silicone S 0.02
21 Button Housing 0.9 1 PC C 0.032 0.026 0.006 0.001
22 Safety
Mechanism
Rod
24 Safety Seal
Insert
0.50 1 PC C 0.034 0.022 0.010 0.001
0.3 1 SIlicone S 0.01
25 Spring (6.5 x
11)
26 Spring (9.1 x
24)
0.3 2 Anodised
Steel
1 1 Anodised
Steel
S 0.01
S 0.01
27 Motor Base
Plate Spacer
28 Motor Spacer
(10 OD x 5 IN,
T 4)
29 Washer Spacer
(10 OD x 6.7
IN, T0.3)
1 1 Silicone S 0.02
0.2 1 Silicone S 0.01
0.1 1 Copper S 0.01
31 Rubber Feet 1.5 Silicone C 0.01
32 Cord Assembly
(HD3VVH2-F
2X0.75mm2)
33 Phillips Screw
(3 x 50)
34 Phillips Screw
(3 x 10)
35 Phillips Wide
Head Screw (3
x 9)
38 Phillips Wide
Head Screw (3
x 9)
75 1 PVC
Insulated
Wire
3 3 Stainless
Steel
0.7 2 Stainless
Steel
0.7 2 Stainless
Steel
0.7 3 Stainless
Steel
S 1.0
S 0.01
S 0.01
S 0.01
S 0.01
39 Washer (12 OD
x 6.4 IN, T 0.8)
0.1 1 Fiberglass S 0.01
41 Washer (12 OD
x 6.4 IN, T 0.2)
42 Split Washer
(5.9 OD x 3.6
IN, T 1.2)
0.1 2 Stainless
Steel
0.1 2 Stainless
Steel
S 0.01
S 0.01
43 Motor
Assembly
(Fan, Mount,
Parts)
TOTALS
(PP @ 100000)
TOTALS
(REPEAT
PARTS)
612 1 VAR S 1.30
1188.79 5.689 0.468 2.078 0.018
6.814
SKUDesign
10

SKUDesign
11

cpr
MARKet DeVeLopMent
The Blitz2Go Lift is designed to appeal to a new target audience and work to
establish a new niche for Kambrook in the market of consumer electronic goods.
The product redesign focuses on transitioning the product from a low cost tool
for preparing beverages for ‘fitness fanatics’ to a approachable, recognisable and
appealing product for a wide range of users interested in health with a busy, active
lifestyle. By redesigning elements with semiotics linked to traditional low cost
consumer goods, and elements referencing fitness products, the new Blitz2Go Lift
maintains core functionality while appealing to wider range of users.
As part of Kambrooks product family, the Blitz2Go Lift fills a niche established by
emerging young population of consumers, often purchasing low cost appliances
for the first time. The reduced form factor of the product, as well as the integrated
storage features, are ideal for users living in apartments or those that have small
kitchen with storage space at a premium. The product appeals to this range of
users, health conscious, active individuals, through engaging aesthetic elements
and minimalist contemporary form. Whilst maintaining a low price point against
competition, the redesign appeals to the user through functional detailing and
product usability.
Aside from physical product characteristics, the Blitz2Go Lift works to develop an
online ecosystem of engagement and user interaction. To further add to the value of
the product for both the consumer and stakeholders, the Blitz app was designed to
enhance user experience throughout the lifecycle of the product. The app provides
an avenue to engage users with the product, through sharing recipes and images,
communicating with other users, and interacting with the Kambrook online store.
These features are secondary to the products interaction and interface, and allow
users to purchase additional components and additional colorways, adding to
Kambrook’s existing retail and online presence. Furthermore, from a stakeholders
perspective an easy to access online retail avenue provides a residual income
throughout the duration of the products lifecycle and works to encourage users to
interact with the product.
SKUDesign
12

SKUDesign
13

part Design
LID + BottLe
A major element of the product redesign was focused around the design of the
bottle’s lid. This part is a central component to the products use, as a primary
interaction point between the user and the function of the product, storing and
drinking. The redesign focused on improving the usability issues identified during
user testing (lid flipping down, difficult to open, difficulty cleaning) as well as
aesthetic improvement. The parts overall form was designed to transition the
product form a fitness focused market, by removing the semiotic links to protein
shakers, and develop an approachable form that appeals to the new market
segment.
The lid body has been designed to accommodate a hanging and handle feature,
with a extrusion built into the part body. This feature enhances the products onthe-go
functionality, enabling users to hang or secure their bottle, and stopping the
bottle from rolling when placed on its side. The length of the handle also makes the
bottle easier to twist off an open under pressure. Another feature designed into the
body of the product was the lid opening. This feature allows liquid to flow through
the lid in a more natural way, while enabling dense liquid to pour out, making the lid
easier to drink from while walking.
The lid redesign continued with the addition of a rotating lid cover, or lid snap.
This semi-rigid plastic allows users to rotate the cover around to a closed position,
ensuring no liquid leaks from the bottle, and easily lock the lid open in the recess on
the opposite face. The snap lid can also be detached for cleaning and maintenance.
Mulitcavity molds of the same part reduce manufacturing steps needed in
production, limiting energy usage and material waste. The robust lid snap improves
the durability of the product and increases the products longevity. The product
peripheral application enables users to replace components, and expand their
product family, further reducing the long term environmental impact of the product
throughout its lifetime.
SKUDesign
14

Design specifications
LID + BottLe
22.12 Handles, knobs, grips, levers and similar parts shall be fixed in a reliable
manner so that they will not work loose in normal use if loosening could result
in a hazard. If these parts are used to indicate the position of switches or similar
components, it shall not be possible to fix them incorrectly if this could result in a
hazard.
22.14 Appliances shall have no ragged or sharp edges, other than those necessary
for the functioning of the appliance, which could create a hazard for the user in
normal use or during user maintenance.
Ip54 Lid and Snap Lid components are rated to prevent ingress of material particles
and splashing liquids, both from the liquids held inside the bottle and exterior liquid
ingress.
SKUDesign
15

technical summary
LID + BottLe
Lid Snap
$0.056 per part
HIPS
7.14g
Lid
$0.189 per part
ABS
39.8g
Bottle
$0.88 per part
BPA Free PC
135g
SKUDesign
16

SKUDesign
17

part Design
BoDy
The body subassembly forms a significant percentage of the products overall form
factor, cost and function. The base component also contributes to a substantial
portion of the overall cost of the product, with the largest and most complex
individual parts. The redesigned base was driven by aesthetic development and
manufacturing optimisation, with a significant reduction in the number of parts and
tooling complexity.
The form factor of the base was redesigned to reduce the products footprint, an
important feature of a kitchen appliance. By reducing the complexity of the organic
base, tooling cost, cycle time and material usage where also reduced, driving down
the price of the overall product. By reducing under-utilised volume in the base,
the product form factor could be simplified and modernised. A two part assembly
was used to optimise internal component placement and the parting line between
these components was used as a material breakup point, adding to the overall
contemporary aesthetic valued by the target audience. In-mold detailing was used
to replace the pad-printed finishing, streamlining manufacturing and reducing cost
amortise over the lifetime of the product.
Minimising the number and complexity of parts impacts on the sustainability of the
product, reducing material waste, tooling complexity and making the product more
suitable for end of use disassembly and recycling. Reducing the overall footprint of
the base improves shipping efficiency and minimizes packaging material required.
To improve storage and use of the product, a cord management feature was
added. This feature makes the product easier to store when not in use, adding to
the functionality of convenient and fast beverage preparation. A recess in the base
of the body acts as a housing for the cord during storage, and prevents dust from
entering the body through ventilation areas.
As a result of reducing the size of the body, ventilation and vibration dampening
become a design issue to be addressed. Adding ventilation on the base of the
product enabled complex vent hole patterns to be manufactured without the need
for sliding cores and complex molds. Further more, an internal ribbing and rail
system was implemented to increase the structural integrity of the body. These
rails serve to align internal components, improve assembly processes and improve
vibration dampening during use.
SKUDesign
18

Design specifications
BoDy
7.1 Appliances shall be marked with the rated voltage or rated voltage range in
volts.
7.12 Instructions for use shall be provided with the appliance so that the appliance
can be used safely.
7.14 The markings required by the standard shall be clearly legible and durable.
7.15 The markings specified in 7.1 to 7.5 shall be on a main part of the appliance.
11.1 Appliances and their surroundings shall not attain excessive temperatures in
normal use.
15.1 The enclosure of the appliance shall provide the degree of protection against
moisture in accordance with the classification of the appliance.
15.2 Appliances subject to spillage of liquid in normal use shall be constructed so
that such spillage does not affect their electrical insulation.
20.1 Appliances, other than fixed appliances and hand-held appliances, intended
to be used on a surface such as the floor or a table, shall have adequate stability.
21.1 Appliances shall have adequate mechanical strength and be constructed to
withstand such rough handling that may be expected in normal use.
22.14 Appliances shall have no ragged or sharp edges, other than those necessary
for the functioning of the appliance, which could create a hazard for the user in
normal use or during user maintenance.
22.15 Storage hooks and similar devices for flexible cords shall be smooth and well
rounded. Compliance is checked by inspection.
25.1 Appliances, other than those intended to be permanently connected to fixed
wiring, shall be provided with one of the following means for connection to the
supply mains:
– supply cord fitted with a plug, the current rating and voltage rating of the plug
being not less than the corresponding ratings of its associated appliance;
25.14 Appliances provided with a supply cord and that are moved while in operation
shall be constructed so that the supply cord is adequately protected against
excessive flexing where it enters the appliance.
SKUDesign
19

technical summary
BoDy
Body Shell
$0.504 per part
HIPS
149g
Base
$0.297 per part
ABS
64g
Rubber Feet
$0.01 per part
Silicone
1.5g
SKUDesign
20

SKUDesign
21

part Design
InteRFACe
The interface assembly forms the main interaction element of the Blitz2Go Lift. User
testing revealed a range of issues relating to the interaction and control interface
of the body and the way users controlled the function of the blender. Redesign
of the interface subassembly focused on shifting the interface procedure from a
push button to engage the blade mechanism, into a kinetic push down action. The
redesign mechanism allows users to interact with the product by pushing down on
the blade housing (when attached to the bottle) to engage the blending function.
Redesigning the interface removes a series of parts, including the button and
linked internal sub-assemblies. By reducing the number of intricate parts, the
manufacturing and assembly process of the product can be streamlined, reducing
the bottom line price point. Furthermore, the redesigned internal elements are
positioned and fastened to be assembled using a top down in line for assembly
strategy, reducing the time taken to assemble the parts, and thus assembly cost and
duration.
To ensure proper engagement, ingress protection and component safety, a safety
insert piece was designed into the body of the blade housing. This component
serves to ensure proper orientation and connection between the bottle and the
housing before use.
The blade housing part contributes to the overall affordance of the product
semantics and form. The offset body acts as a lock out affordance feature, limiting
the users options for orientating the bottle attachment to the part. By designing
the lock-out feature in the base of the body, blade housing and bottle, the detail
affordance line shows the user if the parts are attached correctly, and limits the
possibility of user error throughout use.
SKUDesign
22

Design specifications
InteRFACe
15.2 Appliances subject to spillage of liquid in normal use shall be constructed so
that such spillage does not affect their electrical insulation.
20.2 Moving parts of appliances shall, as far as is compatible with the use and
working of the appliance, be positioned or enclosed to provide adequate protection
against personal injury in normal use. This requirement does not apply to parts of an
appliance that necessarily have to be exposed to allow the appliance to perform its
working function.
22.6 Appliances shall be constructed so that their electrical insulation cannot be
affected by water that could condense on cold surfaces or by liquid that could leak
from containers, hoses, couplings and similar parts of the appliance.
22.9 Appliances shall be constructed so that parts such as insulation, internal
wiring, windings, commutators and slip rings are not exposed to oil, grease or
similar substances, unless the substance has adequate insulating properties so that
compliance with the standard is not impaired.
22.12 Handles, knobs, grips, levers and similar parts shall be fixed in a reliable
manner so that they will not work loose in normal use if loosening could result
in a hazard. If these parts are used to indicate the position of switches or similar
components, it shall not be possible to fix them incorrectly if this could result in a
hazard.
SKUDesign
23

technical summary
InteRFACe
Blade Housing
$0.219 per part
ABS
43g
Safety Mech Insert
$0.031 per part
ABS
0.20g
Safety Mechanism Rod
$0.034 per part
PC
0.5g
Motor Base plate
$0.133 per part
PA66 30% GF
12.25g
Button Housing
$0.032 per part
PC
0.9g
SKUDesign
24