For a trusted brand such as NUK, the essential keyword is ‘family’. We partnered with NUK to create two products that address a critical developmental phase for children: potty and toilet training. NUK had no easy task ahead – the child and baby product market is saturated with a variety of nameless brands and old-fashioned designs, often decorated and created to be as cute as possible, in order to appeal to their users: children. We saw these existing solutions as outmoded and set about updating the market perception and product design process.
The first stage of the product development process involved field studies. We saw from usability tests and from user needs that both products required a sturdy build. The sturdier the product, the safer it would be, and the more children would be able use it confidently and comfortably. Our specialisation in surface work, especially in creating freeform, organic and unobtrusive forms for products, was perfectly suited to the task.
In close collaboration with the NUK product innovation team, we concluded that both the potty and the toilet trainer needed to have their splashguards upgraded, and that the designs should avoid the risk of children catching and trapping their fingers (or other precious digits!). The splashguard was bent so that it functioned more effectively, and we worked on a new shape for both products that prevented potential injuries.
Our final designs were simple. Shaped from one plastic piece, the production costs were low, but the perceived aesthetic value was retained. The intuitive, inviting final form allows children to explore the new idea of using a toilet without any unnecessary distractions. These products will be in the family bathroom for a long time, and as parents make the buying decisions, we wanted them to be able to picture this addition fitting into their shared spaces. To achieve this, we created products that were minimalist and neutral, moving away from conventional cutesy and colourful designs.
In conclusion the finished product is an object that could be effortlessly integrated into the décor of any home environment. The improved functionality and contemporary design of the NUK potty and toilet trainer have enhanced the portfolio of NUK’s hygiene products for children, and strengthened their position in the product market.