Product redesign efforts are not always met with open arms from end users. In fact, we'd venture to say that redesigning a product involves more work than producing an original.
Why?
Because in addition to all the questions that you need to answer when developing a new product, you have to get all of your ducks lined up! There are many additional considerations when doing a redesign, regardless if the product is virtual (like Facebook), a high-volume product (like cell phones), or a low-volume product that's thermoformed (like medical carts). A couple of these additional considerations are as follows:
- Are you redesigning for the right reasons (does a complete redesign make sense)?
- How will a redesign affect the marketing and branding that exists around the current product?
In this month's issue, we're going to discuss these considerations as well as some missteps to avoid when redesigning thermoformed parts. And in case you missed our thermoforming superhero, be sure to check it out!
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Redesign Effort: Get Your Thermoforming Ducks Lined Up! 
Image: FreeDigitalPhotos.net
In our experience at ThermoFab, the customers who've made smart decisions about redesigns have seen a 17 to 37 percent increase in the number of units sold after the product was redesigned. So let's look at what they did to line up their thermoforming ducks and how they made these "smart decisions."
Understand your reasons for redesign. Often, this adage is true: don't fix it if it isn't broken. Redesigning a product just for the sake of redesigning it (and citing untested "customer usability" assumptions as your rationale) is not a good enough reason. So what are some good reasons for investing in a product redesign?
1. Internal component reduction. This is especially true with computer products where some of the internal parts become smaller (and more powerful), and, thus the exterior would benefit from a redesign. This product redesign makes sense from a user standpoint--a less cumbersome part--and also from a budget standpoint: a smaller part may mean less plastic, which will decrease your overall production costs.
2. Update an outdated look. Maybe your product wins the longevity contest, but that doesn't mean you can ignore the new kids on the block. A newer product will usually have a more contemporary appearance. In order to stay competitive with these new products and to hold onto--or increase--your market share, it might make sense to update your product's look.
This is especially true for products that were originally manufactured using metal. Metal has many design limitations, including the fact that you can't have the sleek, curvy, "sexy" contours that plastic can achieve. At the same time, you need to consider maintaining your brand's identity. Don't lose all the years behind your brand in exchange for a sleek new look. The key is finding a way to incorporate your brand into the new design.
3. Product differentiation. Do all the products in your industry look alike? For example, if you want your medical cart to stand out from the other six medical carts you compete with and that look like yours, a redesign can help differentiate your product.
Work with a product designer who "designs to manufacture." You don't want to create a product redesign that can't be manufactured. And you don't want a redesign that has no function, that can't easily be serviced, or that has components that have become so complicated that you--or your end user--can't take panels apart without difficulty. This is why it makes sense to reach out to your thermoforming partner early in the process since it will often have access to designers--either in house or outsourced--who understand the need to design to manufacture instead of just designing for the sake of design.
Work with a product designer who is familiar with thermoforming requirements. When you're considering a product redesign, the best place to start is with your thermoforming company since it can guide you regarding any requirements or limitations that may exist. At ThermoFab, for example, we have design engineers on staff, and we also have outside design shops we work with. Your thermoforming company will likely provide ideas and suggestions that may not seem obvious to you. For example, perhaps you don't need to redesign the whole product. Maybe you just need to update one or two pieces to give the product a fresh look.
Be honest about what you want--and your budget. Communicate with your product designer and/or thermoforming company about the "must haves," designs you like, and designs you don't like. And remember that it all comes down to cost. Be honest about your budget as well.
Want to learn more about the ins and outs of successful product manufacturing? Request a copy of our white paper: "3 Reasons Why the Best Ideas Never Make it to Market."
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Follow-on Production of ADHD Testing Unit & Project History Highlights BioBDx & ThermoFab Turn Revolutionary Concept into Reality 
Since this product was originally released we are excited to be in another follow-on production year! We decided to highlight the project history in this eNewsletter.
Challenge: Ensuring That Product Innovation Doesn't Fall Victim to Inflexibility, Delays, and Unnecessary Expenses
Revolutionary medical products still need the manufacturing and economical flexibility to evolve. Getting a product's look, feel, and mechanics to be "just right" sometimes takes several trials. If these "trial and error" periods become too cost-prohibitive or time-consuming, it's possible that a truly innovative product could be abandoned--and for all the wrong reasons.
Cambridge-based BioBehavioral Diagnostics Company (BioBDx) faced these challenges when developing the Quotient(TM) ADHD System, which is the first FDA cleared system* that offers medical professionals an office-based capability to conduct rapid, precise, and objective patient assessments to aid in the diagnosis of ADHD.
In terms of design, the original developmental unit was similar to a library cubicle. It had a large footprint and exposed wires, and it was a bit cumbersome. Mechanical issues included too many parts that could possibly vibrate (something that could potentially skew results), too much manual operation by medical professionals, and problems associated with unit assembly. BioBDx wanted a design that would appeal to children and adults, a product that doctors and nurses would find easy to use, and a unit that had straightforward assembly.
Solution: ThermoFab provides Project Management and Manufacturing Expertise in Redesigning Quotient(TM) ADHD Test System
BioBDx contracted New Hampshire-based Farm Design, "a full-service, FDA and ISO compliant product development company," to rework the look and feel of the kiosk, which went from library-corral boring to Roman-chariot chic, and to ensure that issues, such as the vibrations, were minimized. ThermoFab worked closely with Farm Design to ensure that this dream concept transformed into reality--and that the design still had enough flexibility to accommodate changes down the road and that it could be swiftly constructed by ColumbiaTech, the contract manufacturer secured to assemble the unit.
BioBDx Director of Product Development, Ken Hoadley, said, "We knew there were going to be design changes along the way, and we wanted someone who was flexible. ThermoFab easily fit into the mix. They offered assistance with design features for manufacturability to minimize costs and complications in getting this built."
In addition, ThermoFab assisted with project management. Hoadley noted, "With so many 'partners' involved--Farm Design, ColumbiaTech, ThermoFab, and us--ThermoFab's Michael Wahl and his team offered their expertise in organizing and planning the steps we needed to take to bring this to market. They helped us coordinate the efforts of the three companies to handle parts and ship them back and forth. They were involved in transportation and assembly issues. There were multiple hand-offs along the way, and ThermoFab stepped in when needed to provide direction and discipline."
Result: Speed, Quality, Cost-effectiveness, and Flexibility
BioBDx's innovative medical product is already aiding clinicians in the assessment of ADHD. ThermoFab has manufactured components for more than thirty Quotient(TM) ADHD Systems, which are currently being beta-tested in the Atlanta marketplace, with more units in the pipeline. While the beta launch is likely to result in suggestions for modifications, BioBDx knows that ThermoFab can swiftly and economically make these design modifications, thus ensuring fewer delays as this important product is made more widely available, shown at trade shows, and demoed for medical organizations.
*The FDA has cleared the Quotient ADHD System for marketing through a 510(k), which clearance permits the product's sale in the United States.
Read more customer stories here.
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