OverviewProjectsServicesDesign PhilosophyInvestor OpportunitiesF3 ProcessContact Us

Why use F3

You are here: Overview>>Why use F3

Why use an Industrial Designer for your Product Development:-

There is a very common yet rarely acknowledged fact that the second product into a market segment often assumes 80% of the market share from the first entrant. This is often due to the fact that the initial product being launched has not been fully resolved on all levels before going to market. Industrial Designers challenge the design at a very early stage and then go on to resolve and test the concept on many levels before it reaches the shelves. In product development quite often it isn’t just about solving a problem but also about solving it in the most efficient way and on a number of levels. If the product isn’t fully resolved then it makes it very easy for a second player to simply learn off your mistakes and produce a superior product in competition. As these competitors now have the benefit of learning from your mistakes and improving on your hard work then their product has a high probability of being less expensive to produce and also more appealing to the market. Added to this, unless your product is sufficiently unique to have allowed for a very broad patent, then these modifications can constitute such an improvement that they are seen to have had an inventive step over the existing patent and can therefore hold a patent in their own right.

Also by using an Industrial Designer to help resolve a product before it goes to market there are usually opportunities to rationalise the number and complexity of components. Less components in the short term means less tooling costs and in the long term can equate to major savings in production and logistics costs. Coupled with this there are Government incentives to help people involved in Research and Development projects to use the services of an Industrial Designer.

So the key reason you would use an experienced Industrial Designer in the product development process would be to help ensure you have a highly resolved product to take to market, one that has been evaluated and tested on many levels prior to release. The benefit of this is that a highly resolved product is very difficult to compete against especially when combined with the appropriate Patent protection. Nigel Spork the Managing Director of a very successful Australian company (Centor www.centor.com.au), recently spelled this out for me in a very simple way. He evaluated his range and realised if he achieved 90% on each of six drivers used to develop a product then the overall score when factored out only achieved a combined result of 53%. All his competitors needed to do was improve on each result by 5% and they instantly have a product that achieves a 74% combined result.

e.g. 1

Aesthetics = 90%
Safety = 90%
Ergonomics = 90%
Ease of manufacture = 90%
Functionality = 90%
Environment/Ethics = 90%

Total = (90/100 x 90/100 x 90/100 x 90/100 x 90/100 x 90/100 = 53%)

e.g. 2

Aesthetics = 95%
Safety = 95%
Ergonomics = 95%
Ease of manufacture = 95%
Functionality = 95%
Environment/Ethics = 95%

Total = (95/100 x 95/100 x 95/100 x 95/100 x 95/100 x 95/100 = 74%)

Some of the benefits of using F3 for your Product Development Projects:-

1. The owner of the company is the designer of your product so there are no issues with the translation of the information down the food chain and consequent miscommunications that can lead to inappropriate solutions or costly re-working of concepts

2. F3 has also helped many start-up companies to commercialise their ideas over the years and has even developed its own products in-house. Most of these projects have limited budgets and so consequently F3 has developed many strategies to streamline the development process and avoid re-working of designs that can be very costly

3. Being involved with in-house projects and start-ups also makes you very aware of Intellectual Property (IP) issues and F3 has developed a number of Patent and Development Strategies along with Alliances with appropriate Service Providers that allow clients to maximise their IP budget and help manage their cash flow throughout the Design Process

4. F3 has many tried and tested contacts not only in the Design, Prototyping and Manufacturing sectors but also in the Patent and Commercialisation fields. Knowing the right people in these fields is essential for a successful project

5. The F3 process is incredibly Inventive and often goes well beyond the supply of an Industrial Design service with many of the patentable aspects of a project being born within the studio. Many projects have in fact been born from nothing more than a clients idea with not even as much as a simple sketch to guide the process

6. The Inventive nature of the F3 Design Process has resulted in many "first to world" projects and, as it is becoming increasingly obvious around the world, these types of projects are the ones that allow companies to go from competing on margins against other evolved products to controlling a new market where much higher profits can be achieved

7. We believe that the "concept is king" in any product development project and put a lot of time and energy into making sure the concept that the project is based on is as evolved and appropriate for the Clients and Markets needs as possible before it is Engineered into existence. We believe that basing your Patents and expensive downstream Engineering on an inappropriate concept not only builds your project and company on sand but also leaves you open to attack from your competitors. A product that has not been fully evolved by an experienced Industrial Designer can allow your competitors to legitimately use your costly research and development for their own gain by producing an independently Patentable product which may be more acceptable to the market than the original and therefore take the prime share of the market off you