PRODUCT DESIGN
PROCESS INNOVATION: NEW PRODUCT DEVELOPMENT
Innovative design approach to the New Product Development (NPD) process through user studies and an innovative market research approach, involving the design in India and development of a range of children's bicycles in China and India for one of the leading Indian bicycle brands, BSA brand
of TI Cycles of India.
INNOVATIVE APPROACH TO DESIGN
OBJECTIVE
To revamp the 2 to 8+ Yrs kids segment into a more thought-driven categorization and design and develop a range of children's bicycles as a design manager of BSA Champ kids bicycles for one of the top bicycle brands of India BSA (Birmingham Small Arms) that continues the then set English legacy in India.
TRANSFORMING THE INDIAN BICYCLE INDUSTRY WITH INNOVATIVE INSIGHTS AND SETTING TRENDS
Collaborative workshop with product development and marketing departments using thoughtfully designed cards to set product design vision for a three-year product life cycle in 2009
Above cards that were exclusively designed for the workshop helped in understanding the sales and marketing department expectations their understanding of multiple stakeholders requirements to align and question the business vision for the bicycle range development design direction and way forward approach.
Based on the pan India user study at home and school situations, the findings were analyzed and categorized.
Following the internal workshop and pan India market visits, the above mentioned are the impression of children bicycle segment observations and operation levels and new product types were set for the new product development aligning to the management vision.
SOLUTION
The in-depth understanding of the Indian bicycle market, users, and consumers with expertise in toy and accessory design backgrounds in Industrial design helped me look at the overall bicycle category with a fresh perspective that helped in coming up with the age group categorization and also building the brand narratives based on the insights collected from the Pan India user studies. The overall strategy was to go beyond the visual as a concept to make the products not only appealing visually but also at visceral, behavioral, and reflective levels. To address this approach, the design was given a radical shift in all perspectives, may it be designing the composition of the bicycles based on sensitive age grouping to age-appropriate features that were thought through and well connected with the narratives in a meaningful and acceptable format for the user needs and consumer expectation. The overall outcome made me travel to China for the execution of the range of bicycles and sign off production considering the production capabilities of India then and also led to the overwhelming response form the market leading to the outperformed growth of the kids category of bicycles helping me to bag two awards for the effort for process innovation and also setting the next best practices in the industry for creating a new trend in the Indian kids bicycle industry.
OUTCOME
Redesign of BSA Champ Kids bicycles had a significant impact. By gaining insights from user studies and rethinking product categorisation for kids aged 5 to 10, we aimed to engage users on multiple levels, not just visually.
We made extensive changes, including tailoring bike designs for specific age groups and adding age-appropriate features to align with our brand narratives. To make this happen, I traveled to China to oversee production, considering India's production capabilities. The market's response was excellent, leading to substantial growth in the kids' bicycle category. I received two awards for process innovation, and our approach set new industry standards, creating a trend in the Indian kids' bicycle market.
Licensed character and design narratives
Cybot and DynoX bicycles were designed and completely developed within India with no compromise on the design intent at the component level. It was truly a wonderful feeling for the entire team to witness the progress that has been achieved.
CONCLUSION
The redesign of BSA Champ Kids bicycles was a significant success, with a 40% growth in the segment. It serves as a prime example in my design career, emphasizing the importance of research. This project helped me understand the Indian bicycle market, redefine product categories, and prioritize functionality over aesthetics. I made various changes, such as customizing bikes for different age groups and adding age-appropriate features in line with our brand. Managing production in China while considering India's capabilities was crucial. The market responded well, resulting in significant growth in kids' bicycle sales. Winning two innovation awards and setting new industry standards highlighted the power of innovative design thinking in shaping industries.
My experience with TI Cycles provided me with international exposure, including visits to global bicycle fairs, Comic-Con festivals, participation in international seminars like 'Design for Children' at IITB, close collaboration with Chinese and Indian vendors, and the development of strong connections with schools, the market, and end-users across India. This experience also expanded my design expertise to include MTBs, SLRs, and rural bicycle design.