The Brief
London Associates was asked to design a ‘digital data download device’ that was simple to use, easily transportable and secure. Users would need to perceive the product to be a positive, non-intimidating aid to their businesses: but its potential customers, drivers in the transport fleet market, are often older with limited IT skills. The product had to be designed for high volume manufacturing and low unit cost, with easy disassembly and separation of materials for recycling and it had to use standard AA batteries to make it easy to replace them on the road.

The Design
The OPTAC Digital Download Device is a hand-held two part enclosure, robust enough to survive a drop test of 2m onto concrete. It has a smart card slot (for a drivers’ licence) which makes orientation of the card unambiguous, and an easy to navigate elastomer keypad. The user-interface uses language-independent icons and two-colour LEDs that create intuitive patterns for the products different modes of operation. The single printed circuit board, with integrated card reader and custom-designed battery terminals, aids fast assembly.

The Results
In the nine months since OPTAC launched in March 2006 it has achieved sales of a staggering 452% above the business plan. By April 2007 Stoneridge’s customer base had increased from 1,600 to more than 10,000, a 971% increase in one year. Since the first year, sales have increased 163%. Stoneridge, which had a staff of 107 people in 2006, has added staff in telesales and customer support and now employs 129 people. There has also been a 41% reduction in manufacturing cost and a 50% increase in gross profit margin.

Judges Comments
An excellent example of design delivering real shareholder value and enhanced reputation, said the judges. ‘This is a company completely transformed,’ said Lisa Puolakka, Global Head of Brand Identity at Nokia, and other judges on the panel praised the ‘user-centred design’ and‘holistic design experience’. ‘This is design-led manufacturing doing all the right things and changing the marketplace in the face of stiff competition,’ they added. ‘It’s impressive.’ The judges at the Materials and Design Exchange were impressed with the degree by which London Associates had carefully selected materials to be functional and effective in a harsh transport environment. At the same time, the design had been future proofed to ensure easy recycling of all parts, providing easy segregation of materials for recycling. Importantly, Stoneridge Electronics had committed a strong emphasis to marking all components with materials identification to ISO standards. The judges endorsed the product development as embodying effective and innovative materials selection and joining with strong emphasis towards efficient recycling of a mass produced electronic device.

Winner Grand Prix
Winner Materials Innovation Award
Gold Product – Industrial

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