When a product is already established, making changes to its design can be both exciting and challenging. Recently, one of our Korean clients picked our factory’s fish turner but wanted to make a notable change to enhance the product’s functionality and visual appeal. The proposed modification involved adding an elevated feature under the handle, allowing the turner to stand up on its own. The idea behind this change was to differentiate the product in the fiercely competitive market and offer additional convenience to users by ensuring the turner doesn’t touch the countertop when set down.
However, as with many product modifications, this simple-sounding change turned out to be much more complicated than initially anticipated. Here’s why:
The Challenge:
The fish turner already has a wide head, which makes it relatively heavy, especially when lifted. The introduction of an elevated feature under the handle, designed to keep the turner upright, added even more weight to the head. We quickly realized that this additional weight caused the turner to tip over instead of standing, making the design impractical.
To simulate the effect of the elevation, we created a prototype that confirmed our concern: the head of the turner would quickly drop back down, negating the intended benefit of the new feature. After further evaluation, we identified two potential solutions:
- Change the Core Material from Nylon to Stainless Steel: By shifting to a heavier, more durable material, we could increase the weight of the handle, balancing the overall weight distribution and keeping the turner upright.
- Lengthen the Handle: A longer handle would give the turner more leverage, making it less likely to tip over when set down.
However, both solutions come with their own set of challenges. Not only would they require new molds to accommodate these changes, but they would also incur significant costs that would need to be carefully considered. Beyond the production challenges, the most pressing question is whether consumers would embrace the new design. Will the added cost of the change be justified by the increased demand for a turner that can stand on its own?
What Should a Buyer Prepare When Considering a Product Change or New Design?
When it comes to modifying an existing product, there are several critical steps buyers should consider before moving forward with the change:
- Evaluate the Feasibility: Understand the technical challenges of implementing the change. Can the proposed design be executed without compromising the product’s performance or functionality? Will the change be worth the investment?
- Assess Costs: Consider the costs associated with the modification. This includes the expense of developing new molds, changing materials, or altering the production process. Is the expected return on investment (ROI) worth the financial risk?
- Understand Consumer Preferences: Before proceeding, it’s crucial to gauge the target market’s response to the new design. Conduct surveys or focus groups to ensure there is a demand for the updated product and that consumers are willing to pay the premium price that may come with it.
- Collaborate with the Marketing Team: The marketing department plays a key role in communicating the value of the new feature to consumers. They should test the appeal of the modified product through market research, gather feedback, and develop strategies to promote the change effectively.
- Consider Production Impact: Make sure the new design will not significantly disrupt production timelines or lead to delays. The more complex the design change, the longer it might take to finalize and bring the product to market.
- Risk Management: Understand that every product change carries a degree of risk. A buyer should be prepared for the possibility that the modified product may not be as successful as anticipated, both in terms of consumer preference and profitability.
In conclusion, while changes to existing products can enhance a brand’s competitive edge, they also require careful consideration and planning. Buyers must balance the potential benefits with the financial, technical, and market-related challenges. By conducting thorough research, evaluating costs, and working closely with marketing teams, buyers can make informed decisions about whether a product change will lead to greater success or unnecessary risk.