Designing product meeting customer needs

The marketing aim clearly articulated by Kraftway’s new product development department helped to solve the business issue that emerged for the client. Our designers managed to combine different tasks. On the one hand it was presupposed that the product will be bought by parents for their children, for example, before going to school – it is obvious that it’s not the child that will make the decision, but the parent. On the other hand it was important to take into account and underline the image of a high-tech company known for its complex server solutions. Moreover, the designed PC had to have office features as its distribution in complex is not ruled out. All this added to the strictness and laconic image of the product design.

While designing the product our specialists had to comply with many technological limitations. First of all it was necessary to take into consideration the two standards of computer cases and, consequently, the requirements towards the dimensions, attaching points, CD-Rom, as well as 3” and 5” slots. Another limitation was imposed by the fact that there were already a keyboard and a mouse designed. Two colours (black and chrome) were used in creating their appearances and two textures – glossy and mate. These were combined in different variations while the dominant variant was glossy black. This influenced the choice of the front face colours and stylistics.

Taking into account all the client’s demands the designers of SmirnovDesign presented sketches of three concepts: sporty dynamic, laconic classic and aggressive technological stressing simple lines and black glossy materials as a basis for the design. After watching the presentations of the suggested variants and a thorough marketing analysis the client chose the classical variant that was further developed into a 3D-model. As a result a new line of products underlying the unique image of Kraftway brand has emerged in the market.