In 1997, Gerry Baby Products Company, a leading manufacturer of child car seats and bath products, commissioned BSi for the development of a new convenience stroller. There were two key challenges set before us. To develop a market centered design solution with a high level of consumer value and personality for successful introduction into a saturated and fiercely competitive market, and to complete the development cycle from project start to market launch in less than 12 months time to meet shipping dates promised to retailers.
BSi and Gerry Baby Products set a vigorous design program in motion that focused on developing a design solution with coherence, integrity, and conspicuous user value. At the core of this effort was the careful definition and implementation of consumer needs and desires, performance requirements, understanding of product use, competitive climate, and effective retail presentation, as well as the application of sound design principles for cost effective tooling and manufacturing.
We conducted numerous parent interviews, observed product use on hiking trails, in shopping malls, zoos, and airports. We also benchmarked competitive products to identify opportunities to improve and innovate. After a total development time frame of only ten months Gerry Baby Products was able to place the new stroller design in all major mass merchandising, specialty, and mail order retail channels. In the first year, sales goals were exceeded by 400%.
Both clients and trade attribute the success of the new stroller to its new and improved product features which include:
•A patented industry first convenience consol with bottle holder and one-handed steering handle
•A new stroller canopy with integrated drop-down sun visor
•An easy to remove safety crash bar with integrated feeding tray
•A large, easy to access storage basket and expandable side storage pockets
•Adjustable seat bolsters
•Attractive product styling and effective on-shelf retail presence
•Competitive price/value ration unmatched by competitive strollers
In 2003, it was time to raise the bar again. Evenflo, who acquired Gerry Baby Products, looked once more to BSi to assist in the design of the next generation strollers and travel systems. This resulted in the Ellipsa Stroller, which can also be found in our portfolio.