The brief for this project was to discover a need in the market place and to develop a viable business from our research and insights. Harrison and I had one major thing in common. We are both makers. So naturally we decided for the scope of this project to find a means to empower makers to unleash the true essence of making.
What if we were to empower makers with the tools they needed to fabricate their design?
Research
Current Competition
Big Box Retailers
Local Tool Library
Our research comprise of a mixture of secondary academic research, evaluation of current market place, TAM Top-Down and Bottom-Up Analysis, Identifying the MVP for our proposed concept, Value Proposition and primary research that was conducted through cultural probes, online surveys and user testing.
TAM Top-Down Analysis
-
Do-it-yourself customers such as home owners (ITB) (XHB). These customers buy products and install them themselves using online or in-store resources.
-
Do-it-for-me customers include those looking for third parties to provide installation services.
-
Professional customers include contractors, builders, traders, interior designers, and renovators, among others.
​
TAM Bottom-Up Analysis
-
The Atmel Corporation, a worldwide leader in the design and manufacture of microcontrollers, has calculated that there are approximately 135 million adult Makers in the United States.
-
Youtube Steve Ramsey - Woodworking for Mere Mortals has 910,377 subscribers.
​
DIY market expected to rise to $13.9 billion by 2021
Beachhead Market
Using the seven questions below, Harrison and I were able to filter the proposed stakeholder market to identify the ideal beachhead market for our proposed concept.
Insights
There is a limited amount of providers for consumers to rent tools from.
Tool Rentals tend to be expensive and have hidden fees
There is zero online services that provide tool rental
Urban and Young DIY'er lack the space to store tools within their homes
Concept Development
Personas
LANE
Junior UX Designer - New York
Single
​
Hobbies: Woodworking, Coffee enthusiast, Thrift Shopping, Video Blogger, and Hiker. Loves Puns.
Lane is a 25 year old Junior UX designer in a small firm in New York City. She Lives in a small studio apartment in Dumbo, Brooklyn. As a way to release some creativity, she loves to build small furniture and craft objects on the side as a hobby. Yet with trying to keep up with student loan payments and having a social life, she has to be conservative with her purchases of tools. Since she’s moved to NYC, she’s had very little access to a proper shop and is contemplating how she can transform her small apartment into a living work space.
REED
Business Owner - Charlotte
Married, no kids
​
Hobbies: Gardening, Cooking, Working on Cars, Exploring Charlotte with friends, Biking on the weekend.
Reed is a 35 year old Bar owner. His has just recently purchased a small home on the outskirts of Charlotte with his wife, Lilly. They want to make this their dream home for their future family and make Charlotte their home. With car payments and now a new mortgage, Reed and Lilly are looking to renovate their new home but one the cheap. Reed is familiar enough around tools with his dad being a contractor and his love to work on cars. Its going to take the entire family to make their dreams come true, but with certain sacrifices and a goal in mind, Lilly and Reed will make their dream home a reality.
The disruptive business solution we came up with was REDIGO. REDIGO is a premium tool share platform that helps you with the DIY projects. Pick a prepaired tool kit or make your own tool box. We’ll help suggest some tools and hardware to complete your projects so you’re alway “Redigo” to start that weekend project. We’ll deliver your hand picked toolbox to your door and we'll pick it back up when you're done. Less cost, part of a growing DIY community, and more time to do the things you really want to do.
How is it different from the competition?
Iterations and prototypes were made to find the perfect packaging that would be rugged enough to ship tools between the distribution center and consumer, while also being uniquely memorable packaging. Settling on a stamped double ply cardboard inspired of the tin toolboxes of the past. The double ply cardboard is easy to manufacture, resilient to constant travel, and can be easily recycled. Redigo aims to help not just makes but the world they live in.
Product Development
UX Development
Understanding that a product is only one aspect for a successful company, the team mapped out the complete user experience to help develop a seamless application to help customers enjoy their experience.
Website Demo
Renders
