Dorel, one of the world’s largest juvenile product manufacturers, owns multiple brands across a number of continents with their own R&D centers in Europe, North America and Asia. Dorel asked GadLight to look at their industry and product line from a fresh perspective, to provide new product concepts and invent new products that could be adopted in all markets. This case study addresses only one of these products; the stroller.
The focal points for consumers shopping for a stroller are weight and foldability. Through observational research, we concluded that convenience of use would require a much better understanding of the daily life of a family with a newborn or small child. We also observed that most brands claimed the comfort of the baby comes first, a statement we strongly disagreed with.
First, we set out to develop a new stroller with the motto “the comfort of the parent comes first!” Our philosophy is that if the parent is comfortable and relaxed, that same feeling will be transferred to the baby. To do that, we had to address the daily frustrations of the parent when taking care of the baby. The end result was the Flex Stroller, developed with total focus on making the parent’s life easier;
Dorel applied several features of the Flex stroller to their different branded strollers, integrating our philosophy and functionality through their product line.