KATI BLITZ COMPACT 2.0
CREATING THE SUCCESSOR OF A MARKET LEADER

It’s tricky when your cash cow gets old. Even more so if it once defined a category.

Creating the successor of a market leader

SOMETIMES A COMPANY COMES UP WITH A PRODUCT WHICH DEFINES A WHOLE NEW CATEGORY. A PRODUCT WHICH IS SYNONYMOUS WITH THE PRODUCT CATEGORY AND EARNS A LOT OF MONEY. OVER TIME THOUGH, OTHERS CATCH UP AND THE PRODUCT CAN LOSE MARKET SHARE. IT CAN BE DIFFICULT TO UPDATE A MARKET LEADER, BUT EVEN THOUGH THE STAKES ARE HIGH, YOU CAN WIN BIG.

Gaining knowledge is everything. Learning about what once created success. Defining what will create success again. The original Katimex KatiBlitz defined cable feeding tools used in construction. Every competing tool is also named KatiBlitz. Competitors caught up over the course of a product cycle though, with improved functionality and design. Katimex needed a new product strategy.

Creating the successor of a market leader

USER CENTERED DESIGN: CREATING USEFUL PRODUCTS

When they came to us, Katimex had gone through some unpleasant experiences with designers who had delivered aesthetically pleasing, though unusable and unfeasible design proposals.  Our user centered approach is different. We started with user research, visited construction sites and worked with tradesmen. This gained us an understanding of how the product is used and gave us a huge amount of ideas about what is important and what could be done to improve the product. Creating the successor of a market leader means creating the most useful, best-in-class product.

LEVERAGING INSIGHTS THROUGH DESIGN RESEARCH

On the one hand, we made things easier to use. Winding, storage, ergonomics… the new KatiBlitz is the most user-friendly cable eater available. On the other hand, we designed a tool with a contemporary shape and decent packaging design, appealing to a new generation of electricians. We also helped Katimex gain confidence in their decisions. We developed several design variations and explained every pro and con. We tested iterations in real life conditions. And we got deeply involved with the plastic construction, speeding up the injection moulding process and saving money.

Creating the successor of a market leader

DESIGN CONCEPT TRANSFORMED INTO A NEW ICON

The cash cow regained its health: The new KatiBlitz has regained its position as the category leader. As Katimex did twenty years ago, they developed the best possible solution for cable handling in a contemporary way. From our point of view, we mastered one of the most difficult tasks in product design during our collaboration: Redesigning what was once already perfect.

Kati Blitz compact 2.0: User centered design embedded in a clear product strategy

FURTHER READINGS:

Have a look at our partnership with Katimex.

Read more about the Kati Blitz compact 2.0.