Blitz Magazine

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.
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